16
T
any
COT
. M
S
.
, right?
EERMANM
ou could always
VIDAD
viral
set out to go viral, the vast
’t discourage you from using viral
’s an important point to remember as you
, tomorrow those same marketers might
’t count on numbers in the same way
eb sites, e-books, and videos that only their
(and their agencies)
’s unlike the old-rules, numbers-based marketing
eb marketing program that is guaranteed to go viral;
ou just canferent. Y
, and there are countless W
’re probably used to. Consider a direct mail campaign: Y
Nothing is guaranteed to go
’ mothers and bosses have seen. However
, this importance of timing and luck shouldn
ut I’ve noticed that when organizations
iral marketing is much dif
forts fail miserably
’s interest in their products and services.
:: How word-of-mouse spreads your ideas for free
There are people who will tell you that it is possible to create a viral campaign that will
certainly be a hit, and there are agencies specializing in taking money and making promises.
B
majority of their campaigns fail.
It is virtually impossible to create a W
it requires a huge amount of luck and timing. That
work on viral marketing ideas, because it
techniques you
count on a direct mail piece to generate a known number of responses, say 2 percent. So
if you needed to have 100 people respond, you sent out 5,000 mailers. Easy
V
ef
creators
get lucky and get a million people to view their content, driving tens of thousands of peo-
ple
However
marketing techniques; you just need to learn how to turn the odds in your favor
The New Rules of Viral Marketing
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