Viral marketing--from Gmail marketing

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Understanding Viral Marketing

Viral marketing is a marketing strategy that encourages target audiences to pass market information like a virus to others, making it a geometric-level growth rate in exposure and impact. This strategy can consume less human resources and deliver information quickly and explosively to tens of thousands of consumers in a short period of time.

Viral marketing has become the most unique means of network marketing. An effective viral marketing strategy requires six basic elements: providing valuable products or services, providing a way to deliver information to others without effort; the range of information transmission is easily spread from small to large, using public initiative and behavior, using existing communication networks, and exploiting other people's resources.

Gmail Marketing Background:

In the United States, many people are willing to exchange Gmail emails at various costs, including luxury travel, fast-track rides, and even presidential votes. In China, Gmail has become a symbol of identity, and even someone in the chat room with "People with Gmail invitation" as the user name to flaunt themselves. A small free mailbox, incredibly set off such a big waves, where is the mystery?

Google Virus marketing success of the 1:0 cost of the spread of Google Gmail email

Free mailbox in the network exists for a long time, but Google ingenuity, there was no new free mailbox, but in the hands of Google played a new twist. The same vision created a homogeneous competition, open vision of the ability to develop Google analogy, Google will free mailbox trend of the firm grasp. Viral marketing has made Google's Gmail Mail promotion an unprecedented success.

The whole of Gmail marketing is a classic marketing area: Because it is China's first real viral marketing case, 0 transmission costs, but created a close to 20 million people in the depth of the spread of the miracle, because it is the first in China has never played on TV video ads. But has achieved unprecedented success, the virus marketing achieves the effect to surpass it colleague 163,msn and so on.

Google Virus marketing success of the second: Google subversion of traditional media strategy, the opposite, the passive for the initiative, Innovation and breakthrough, is undoubtedly a profound network marketing industry revolution;

From the perspective of advertising communication, the biggest characteristic of the traditional media is: the communication between advertisement and consumer is through the transmission of passive, cramming, consumers are often passive to accept the influence and stimulation of traditional media, in the process of traditional media dissemination, there is no guarantee of the number of transmission, no excellent advertising ideas, Without strong economic strength, traditional media advertising effect is difficult to deeply rooted. In addition, the general enterprises in the development of advertising strategy, most of the choice of traditional media, such as the invitation to star endorsement, advertising in the television, the production of color page ads in newspapers and magazines, these traditional media advertising costs generally higher, especially the prime time advertising, for the general small and medium enterprises are expected to be. Once again the traditional media development to today, the number of proliferation, and the quality of traditional media dissemination has been diluted. Thus the era of rapid victory by traditional media has become history.

Google deserves to be a brilliant planner, he transformed the passive way of Gmail advertising into the active way, the mailbox users are passive recipients, but users in the process of using the mailbox to transform into active communicators, because the user's active dissemination of the spread of the depth is far from the traditional media comparable, This subversion of the traditional media mode is like a profound revolution, he for the advertising practitioners on a classic vivid communication class, and for many companies in the formulation of advertising strategy to provide a new idea!

Google made many opponents of the subversion, the way the virus marketing into Google Gmail, the spread of the campaign. Because Google is also deeply detention, he considers that the company is facing the most difficult to communicate with the target consumer groups-netizens, because they are on the Internet, the formation of a unique habit: they will only learn from the use of useful information, it is generally easy to filter out the advertising information. In this case, all the traditional forms of advertising for them, are not working. This brand campaign if the use of traditional media to spread, in a short period of time difficult to achieve results, and traditional media, the company's high advertising costs is a burden is a waste.

Google Virus marketing success of the third: Gmail accurately choose the route of transmission, has succeeded half. Gmail source and network, finally rooted in the network.

Google knows that the Gmail mailbox, although to some extent "free" attractive, but to the free Gmail mailbox to all the target people, must be a way to go.

Traditional media, to a certain extent, lacks extensive communication and interactive effects, and has certain limitations. So Google rarely considers spreading through traditional media, nor does it put any TV ads on television. He finally chose the entire process to use the virus marketing network to spread, to meet Google as the Internet brand innovative spirit and enhance Google and netizens interaction.

Google "rarely puts ads in traditional media, but more with ' viral marketing '-a new way to spread money that is very inexpensive but has a big effect." The beauty of ' viral marketing ' is ' make every audience a disseminator ', through the active and spontaneous dissemination of the audience, so that the spread of information, compared to the original in the mass media to spread the net, ' viral marketing ' almost every transmission is effective spread ... In the new Cross-media era, branding is a way to inject culture into our brand management process in the form of entertainment marketing. ”

Google reasonable control of virus marketing time, Gmail mailbox trial activity began, the trial activities in three stages, Google first on its own official website announced that netizens have three ways to access the Gmail account, starting from March 21, 2004, if you are Google employees or relatives and friends, then you can use , Google has strictly controlled the use of mailboxes in the number of 1000 people, April 25 began the second phase, the Google's blogger.com active users were invited to participate in the test. The last way is for Gmail users to get an invitation from Google on a regular basis and invite others to use it.

Google Virus marketing success of the four: unique packaging, unique invitations to create suspense, fascinating.

We have to admire the Google ingenuity of product packaging, a unique way of inviting, not only to Gmail put on a mysterious color of the cloak, but also increased the credibility of the spread of Gmail promotion. Googel usually give netizens the impression that, although he is the world's most valuable companies, and other web sites, Gmail has taken a recommended way to register, does not accept public registration. It's not what you want with Gmail. Because of the unique invitation method, Gmail has been given more symbolism, such as having Gmail to prove that you are an internet activist, hungry for fresh things, your English has a certain foundation, a cultural level, you have a certain channel (relationship), not everyone can access Gmail.

Gmail does not have to pay much effort to publicize, won the industry and abroad media attention and discussion. Because when a normal person is hungry for something they can't get, people around you are talking about how good it is, and people's possessive desire must want it more. There were people on the internet talking about Gmail, such as communities and forums, who knelt and begged for Gmail. There were even auctions on ebay, which ranged from 30 cents to 30 dollars, with more than thousands of auctions. Not everyone uses Gmail, but every internet user gets mad about getting a Gmail account.

The inviter has a process of selecting the recipient, and the corresponding recipient has a serious process to consider, so that Google will be the right to select users to the user's hands, in fact, reducing the invalid Gmail registration. "The people who invited me, and the people I invited, almost became friends." Birds of a feather flock together, because the site's segmentation trends, so that people with common interests and goals can be gathered in the community to get more valuable information.

Because Google found a new breakthrough, the choice of accurate viral marketing methods, choose the right channel-network, only to achieve the goal of Gmail Marketing communications, won the final success.

This article originates from the innovation marketing, the net marketing--the housekeeper Horizon http://www.guanjia.org.cn/,