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Viral Marketing
This week, in the article by Poul Houman Anderson, the term viral marketing is introduced as marketing strategy that uses the contagious nature of internet information to increase the exposure of a particular brand. One example of a successful model that has used this practice is Hotmail, a free service provided by Microsoft. According to the web site wilsonweb.com, the strategy behind Hotmail depended on the six principles of viral marketing that have I listed below.- Gives away products or services
- Provides for effortless transfer to others
- Scales easily from small to very large
- Exploits common motivations and behaviors
- Utilizes existing communication networks
- Takes advantage of others' resources
The implementation of these principles into their business model allowed Hotmail to grow its subscriber base faster than any new online service to date. Today, Hotmail has signed millions upon millions users thanks to an aberrant marketing strategy that relied on individuals passing their brand messages. As viral marketing has become an increasingly ubiquitous element in multi-level marketing, we have seen parallel strategies employed throughout the business world; especially in the form of blogs and other consumer generated media. To read more about viral market and the pricibles enployed by Hotmail, visit wilsoncom. via the above link.
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, Feb 8 2007, 6:57 PM EST
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| Started By | Thread Subject | Replies | Last Post | ||
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| lindscpond | hotmail v. gmail | 0 | May 7 2007, 7:20 PM EDT by lindscpond | ||
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Thread started: May 7 2007, 7:20 PM EDT
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I think hotmail is an interesting example of how viral marketing can work, but by offering a free service, hotmail also generates a lot of junk/ abaoned email addresses. A great example that remedies this is gmail, which is spread with more exclusivity...and with amazing results. Users have to be invited in to become a part of gmail, and therefore, there it becomes (to some extent)...more desirable. For example, I know when I set up my gmail, I automatically forwarded all my other mail to that address because it had more space, and it was more user friendly (well, for the most part). This benefits google, because the more I use my gmail, the more they can advertise to me (and the more they can make off of ad sales in general)...Google's model is like viral marketing, premium edition.
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