Flat Peach: Mastering the characteristics of viral network marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

(i) Attractive pathogens

There is no free lunch, and any dissemination of information should be paid for the use of the channel. The reason that virus marketing is cost-free, mainly refers to its use of the target consumer participation enthusiasm, but the channel use of the promotion costs are still there, but the target consumers by the business information stimulation voluntary participation in the subsequent dissemination process, the original should be borne by the advertising cost to the target consumers, So for businesses, viral network marketing is no cost.

The target consumers are not able to profit from "working for businesses", why do they voluntarily provide channels of communication? The reason is that the information that the first propagator transmits to the target group is not a naked advertising message, but a processed, highly attractive product and brand information, and it is the beautiful coat that is draped in the advertisement information, The "firewall" that breaks through the consumer's alert mentality urges it to complete the change from the pure audience to the positive disseminator.

The flourished "Rogue Rabbit" on the internet proves the importance of "information camouflage" in viral network marketing. Korean animation rookie Kim Yae-ren designed a new cartoon rabbit for Children's education program, the rabbit looks wretched, dirty behavior, simple thinking, scheming, love bullying, only take advantage of not suffer, but it is this full of shortcomings, deserve to be bullied the weak become an anti-idol star, it challenges the existing values, Reflects the public's desire to escape from reality, the efforts of escaping institutional constraints and setbacks. The Rogue Rabbit's flash appears in each BBS forum, the flash site and the portal website, in the private netizen also through chats the tool, the e-mail carries on the dissemination. Now the network virtual star derived products have reached more than 1000 kinds, has become a classic case of viral marketing.

(b) The propagation speed of geometric multiples

Mass media advertising marketing Way is "a little bit more" radiation-like transmission, in fact, can not determine whether the advertising information really reached the target audience. Viral marketing is a spontaneous, expansionary information promotion that is not distributed evenly, simultaneously and without distinction to everyone in the community, but through channels similar to interpersonal communication and group communication, product and brand information is passed on to consumers who have some kind of connection with them. For example, when a target audience reads an interesting flash, his first reaction may be to forward the flash to friends and colleagues, and countless participating "forwarding armies" form the main force for the spread of geometric multiples.

(iii) Efficient reception

Mass media advertising has some difficult to overcome the shortcomings, such as strong information interference, the reception environment complex, the audience alert resistance psychological serious. For example, television advertising, the same period of television has a variety of ads at the same time, there are many similar products "crash" phenomenon, greatly reducing the acceptance of the audience efficiency. And for those cute "viruses" that audiences get from familiar people or actively search, in the process of acceptance will naturally have a positive attitude, the reception channels are also more personal, such as mobile phone text messages, e-mail, closed forums, etc. (there are several people reading at the same time, so as to expand the spread of the effect). The above advantages, so that viral network marketing as much as possible to overcome the noise impact of information dissemination, enhance the spread of the effect.

(iv), update fast

Network products have their own unique life cycle, they're coming fast. The viral marketing process is usually an S-shaped curve, which is slow at the start and slows when it expands to half of the audience, and slowly when approaching the maximum saturation point. In response to the virus marketing communication power attenuation, must be in the audience on the information to generate immunity before the transfer of power to the purchase, to achieve the best sales results.

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