On Monday we began our discussion on marketing strategies online, today we continue this examination by looking more closely at the how the Web has transformed the way people interact with each other. For instance, a variety of services have been developed to help keep people stay in touch with each other whenever they want, from where ever they want with speed and ease. In short, society is interconnected in a way that has improved our lives considerably just with a few keystrokes and clicks of our electronic devices. In my ebook, The Mission of Corporate Strategic Behavior (2014) I begin with pointing out how strategic management plays a significant role in determining a company’s future. While many executives considered strategic planning a once-in-a-while event, leaders have now embraced an innovative concept and view the strategic planning process as a fine art; one that requires cultivation in order to achieve desired goals (Berry 2014). In other words, if executives are looking to make a splash with a viral marketing campaign, advertisers must develop, adopt and implement strategies more frequently and keep up with industry changes.
In his book, Viral – How to Spread Your Ideas Like a Virus, Adams (2013) asserts that although we can connect instantly, this same element has created a high level of deafening noise and clutter to penetrate. As a result, consumers experience a bombardment from advertisers trying to reach them, aware that people are only focused on what is relevant to them at that moment. Because of this, marketers are now beginning to comprehend that providing value alone is not enough to grab a viewer’s attention. If it does not include an innovative idea or unique presentation, for example, advertisers will have a harder time getting through to the masses (Adams, 2013). To make an impact in the online marketing community, it helps to have an idea that is fresh, new, different, and remarkable. Most people are under the impression that success can occur overnight. However, generally, that is simply not the case. There has to be a tipping point. In other words, once the idea reaches a certain critical mass, the idea then causes a crescendo, that like a virus, goes on to produce an epidemic. This happens faster now because of the interconnectedness within the global network.
There are many examples of things that have gone viral like Yahoo, Facebook, Twitter, Google and Harry Potter. They all went viral because they provided unique value and were innovative brands. The length of time varied from weeks, to months, to years but what set them apart from all the others was that they offered value in a unique fashion. In their book, Integrated Advertising, Baack and Clow (2013) contend that the primary reason people are on social networks is to showcase themselves. Successful corporations are now using this strategy to connect closer with consumers. Social media acts as a platform for advertisers to reach their prospects so that they will then share that information with those they care about (Baack & Clow, 2012). In other words, marketers who want their campaigns to go viral online utilize social networks to create campaigns that will spread by word-of-mouth. This kind of strategy can be more effective because advertisers know that word-of-mouth is a more targeted approach and therefore, has the power to be more persuasive.
On Friday we will conclude our analysis of online marketing strategies. Until then … stay organized!
“Marketing is not an event, but a process … It has a beginning, a middle but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.” – Jay Conrad Levinson
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Adams, R. L. (2013). Viral – How to spread your ideas like a virus. Amazon Digital Services, Inc.
Baack, D., & Clow, K. (2012). Integrated advertising, promotion, and marketing communications (5th ed.). Upper Saddle River, NY: Pearson Education, Inc.
Berry, M. A. (2014). The mission of corporate strategic behavior. USA: Kindle Direct Publishing.