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Online viral marketing: the strategic synthesis in peer-to-peer ...

Source: www.brandchannel.com
Topic: Viral Marketing

Sort Desciption: Brand Channel White Paper July 2004: Online viral marketing ... This is why marketers are now turning to online viral marketing the flipside of the ...

Content Inside: Brand Channel White Paper Online viral marketing: the strategic synthesis in peer-to-peer brand marketing By Justin Kirby managing director www.dmc.co.uk online@dmc.co.uk 2004 Digital Media Communications Ltd (DMC). All rights reserved. All trademarks and registered trademarks acknowledged. Not to be reproduced in whole or in part without the express written permission of Digital Media Communications Ltd If youre selling the next iPod or another product that has an inherent wow factor you can stop reading now. But if your brand service or product is not so one-in-a-million read on you can still generate massive peer- to-peer endorsement Ever since marketers acknowledged that theres too much advertising (so people have learned to tune it out) and too many media channels (which makes it harder for advertisers to reach their now-fragmented audiences) theyve been looking for alternative ways to get consumers to buy into their brand and buy their products. Most of the solutions being explored try to re-engage and interact with consumers in an old-style top-down approach whereby Above-The-Line (ATL) mainstream media activities focusing on the brand are driving the communication. Figure 1. Yet one of the most credible solutions to the much advertising no longer works problem is word-of-mouth marketing whose raison dtre is encapsulated by Malcolm Gladwell: The most powerful selling of products and ideas takes place not marketer to consumer but consumer to consumer. The 21st century bottom-up word-of-mouth marketing approach focuses on personal experience of the brand and is driven by consumers. Figure 2. As Intelliseek (www.intelliseek.com) points out online Consumer Generated Media such as blogs and forums have helped supercharge word-of- mouth marketing communications. Brands such as P&G with their Tremor initiative have been taking advantage of this and using influencer-based word-of-mouth approaches to generate peer-to- peer product recommend ...

online viral marketing the strategic synthesis in peer to peer brand marketing

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