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There is no universally accepted definition of viral marketing. However, there is a consensus, of sorts, regarding what it means to be viral.
Viral marketing refers to any marketing strategy that is designed to inspire individual message recipients to share the message they have received with others. This creates a chance for the message’s transmission to grow exponentially.
In traditional business contexts, this strategy is referred to by a variety of different names. It’s been termed buzz creation, media leveraging, network marketing and, of course, word-ofmouth advertising. When applied to the internet, it is usually termed viral marketing.
The use of the term “viral marketing” is apt. Successful campaigns of this sort have many similarities with traditional medical viruses.
The most obvious similarity, and the most important one in terms of results, is the rapid replication and transmission of a message. Another is the fact that both use a third party “host” to transmit the message/virus after “infection.”
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