New marketing Model: viral transmission (IV.)

Http://www.aliyun.com/zixun/aggregation/5604.html "> The general law of viral marketing

The design of a successful viral marketing program is also necessary to further understand the general law of viral marketing, because viral marketing is not casually can do, improper treatment may even bring unpredictable negative effects.

"Five steps to successfully implement viral marketing," the article argues, although each website specific viral marketing program may vary widely, but in the implementation of viral marketing process, the general need for program planning and design, information source and delivery channel design, the original information release, effect tracking management and other basic steps, Take each step seriously, viral marketing can ultimately succeed. In these five necessary steps, it also includes the understanding of the general law of viral marketing, but not explicitly put forward this concept, and carry out a systematic description.

The general law is summed up in the following five aspects:

First, viral marketing "virus" has certain boundaries, beyond the limits of the viral marketing program becomes a real virus.

No one likes their computer to appear virus, visible virus is not a popular thing. Viral marketing, the core word is "marketing", "viral" only describes the dissemination of marketing information, in fact, there is no relationship with the virus. The basic idea of viral marketing is only to learn from the way of virus transmission, itself is not a virus, not only without any destructive, but also for the disseminator and the implementation of viral marketing benefits, so there is no direct link between viral marketing and viruses. But in the actual operation of viral marketing, if you do not realize that the essence of viral marketing is to provide users with free information and services of the basic problem, sometimes may become a real spread of the virus, especially the use of some technical means to achieve the viral marketing model, such as automatically install Plug-ins for users ' computers, Mandatory modification of User browser default home page, QQ chat tools such as automatic insertion of promotional information (called "QQ Tail"), and so on, these are actually not known as viral marketing, but the spread of the virus.

Second, successful viral marketing can not be separated from six basic elements.

According to this Basic Law, in the development and implementation of viral marketing plan, the necessary early research and targeted testing, to confirm that their viral marketing plan to meet these six basic elements.

Third, viral marketing is not casually can do, need to follow certain steps and procedures.

Successful implementation of viral marketing requires five steps:

(1) The overall planning and design of viral marketing plan;

(2) Viral marketing needs unique creativity, the reason why viral marketing attracts people is its innovation;

(3) to design the network marketing information source and information dissemination channel rationally so as to use the effective communication network to carry on the information dissemination;

(4) Viral marketing of the original information in a small range of easy to spread the dissemination and promotion;

(5) The effect of viral marketing tracking and management.

The successful implementation of the five steps of viral marketing to the viral marketing of the six basic elements from the perspective of practical application to make a further explanation, so that it is more instructive, fully explained the viral marketing in the practical application of the law should be followed.

The implementation process of viral marketing is usually cost-free, but the design of viral marketing plan is cost-required.

Viral marketing does not usually require direct costs for information delivery, but viral marketing plan will not automatically produce, need according to the basic idea of viral marketing careful design, in this process must be a certain resources input, so can not understand viral marketing as completely do not need cost of network marketing, Especially in the development of Web site promotion plan, should fully consider this point. In addition, not all viral marketing programs can achieve the desired results, which can also be understood as the hidden cost of viral marketing.

The network marketing information will not be transmitted automatically, it needs to be promoted in a certain degree.

The fourth step in the successful implementation of the viral marketing Five steps is the release and promotion of viral marketing information sources, because toxic marketing information will not automatically spread, need to rely on a certain external resources and the existing communication environment to carry out, this promotion may not require direct costs, But we need to choose and use effective network marketing resources reasonably, so we need to have professional network marketing knowledge as the foundation.

In summary, new competitive Network marketing management consultants believe that viral marketing has its own Basic law, the successful viral marketing strategy must follow the basic concept of viral marketing, and fully understand its general rules, including: To provide users with valuable information and services free of charge, rather than the use of mandatory or destructive means , it is necessary to evaluate the available external network marketing resources in the design of viral marketing strategy; follow the viral marketing steps and procedures; Do not expect the design and implementation of viral marketing programs to be completely free of costs; Finally, it is unrealistic to expect viral marketing messages to be spread automatically across a wide range of areas, It is necessary to carry out communication channel design and certain promotion.