While people are flooded by tones of marketing messages every day or even every seconds in their life through different media channels like billboards, signage, TV ads, interruptive online ads, etc, they have learned how to absorb or skip them.
Consumers are more involved than ever before in controlling communications and message delivery at a global level. Many brands are finally realizing that the most powerful of selling is not through marketer-to-consumer but consumer-to-consumer, it enters to viral marketing.
Unlike traditional ‘top-down’ marketer-to-consumer techniques, viral marketing focuses on personal experience of the brand and taps into the new power of the consumer. One of the reasons consumers find viral marketing campaigns appealing is because the campaigns tend to be non-interruptive and enable them to choose to interact proactively with a communication or not, rather than be passively dictated to. This ‘bottom-up’ approach respects that the consumer is in control; viral marketing campaigns are ultimately driven by consumers themselves.
The result of this user-driven process is ultimately very valuable exponential brand endorsement by influencers and consumers – if the campaign is successful. No business can afford to maintain constant mainstream media brand awareness. So less expensive online media routes and the possibility of peer-to-peer-driven spread whereby the audience effectively becomes another free media channel is very attractive to brands.
Consumers are more involved than ever before in controlling communications and message delivery at a global level. Many brands are finally realizing that the most powerful of selling is not through marketer-to-consumer but consumer-to-consumer, it enters to viral marketing.
Unlike traditional ‘top-down’ marketer-to-consumer techniques, viral marketing focuses on personal experience of the brand and taps into the new power of the consumer. One of the reasons consumers find viral marketing campaigns appealing is because the campaigns tend to be non-interruptive and enable them to choose to interact proactively with a communication or not, rather than be passively dictated to. This ‘bottom-up’ approach respects that the consumer is in control; viral marketing campaigns are ultimately driven by consumers themselves.
The result of this user-driven process is ultimately very valuable exponential brand endorsement by influencers and consumers – if the campaign is successful. No business can afford to maintain constant mainstream media brand awareness. So less expensive online media routes and the possibility of peer-to-peer-driven spread whereby the audience effectively becomes another free media channel is very attractive to brands.
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