29
T
silly
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” for
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ods, this
S
’s also gotten
experts
icient at
. It
campaign
-eff
EERMANMVIDA
eb is hyper
D
not
—to draw the clear distinction
, advertising agency-developed
. The W
, so these campaigns rarely succeed.
arketing
ypically
iral M
ouse is the new way to spread ideas, while
od!” will drive viral buzz, because people want to
-m
ree iP
) your money to create a viral marketing “
our F
The New Rules of V
et Y
ut unless your company has something to do with iPod. B
Don’t get sucked into gimmicks.
What viral marketing is
’s news.
, these old-line agency approaches typically depend on some gimmicky game or
’s why I named this e-book
iral marketing is a popular buzzword out there but is misunderstood by many
orse, some companies (urged on by their unscrupulous agencies) set up fake viral campaigns
:: How word-of-mouse spreads your ideas for free
V
a bad rap in some quarters. Why? Because there are a cadre of viral marketing “
will happily take (large amounts of
you. However
contest that just feels forced and advertisement-like. T
viral campaigns involve buying access in the same old ways, such as purchasing an email list
to spam people or launching the campaign with a pricey print or TV ad. Often these viral ideas
dreamed up by agencies have absolutely nothing to do with your company or its products.
Sure, an email subject line “G
take a chance on a free iP
bait-and-switch game is unlikely to educate people about your organization or drive sales.
W
where people who are employed or in some way compensated by the agency write about a
product or create a video purported to be from a customer
collective investigative reporting and smoking out trickery
And, in the worst case, your organizational reputation may suffer great harm.
That
that valuable content going viral via word-of
contests are yesterday
You must ignore the old rules. Viral marketing is not about coercion, and it is not about buying access.
The New Rules of Viral Marketing
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