Viral Marketing - A crucial new dimension in 21st century marketing?

Table of Contents

• INTRODUCTION
• 1 FUNDAMENTALS OF VIRAL MARKETING
• 1.1 Origins
• 1.2 Characteristics and definitions
• 1.3 Redefining viral marketing
• 1.4 Types of viral marketing
• 1.4.1 Frictionless/Low-integration
• 1.4.2 Active/High-integration
• 1.5 Objectives
• 2 KEY ELEMENTS OF COMMUNICATION
• 2.1 Word of mouth
• 2.1.1 Strong and weak ties
• 2.1.2 Communication flow in social networks
• 2.1.3 Opinion leadership
• 2.2 Word of mouse
• 2.3 Cross-cluster communication
• 3 CRITICAL ISSUES IN VIRAL MARKETING
• 3.1 Research and targeting
• 3.1.1 The message
• 3.1.2 The first-tier recipients
• 3.2 The viral element
• 3.2.1 Benefits
• 3.2.2 Viral hosts
• 3.2.2.1 E-mail
• 3.2.2.2 Website
• 3.2.2.3 Mobile phone and PDA
• 3.2.3 Viral incentives
• 3.2.3.1 Laughing
• 3.2.3.2 Greeting
• 3.2.3.3 Playing
• 3.2.3.4 Thrilling
• 3.2.3.5 Rewarding
• 3.3 Forwarding
• 3.4 Speed and simplicity
• 3.5 Methods of measuring success
• 3.6 Summary: critical success factors
• 4 VIRAL MARKETING IN CONTEXT
• 4.1 Opportunities for integration
• 4.1.1 The clutter problem
• 4.1.2 The permission approach
• 4.1.3 Viral marketing and permission marketing
• 4.1.4 Further integration
• 4.2 Suitability
• 4.3 Threats
• 4.3.1 Infected attachments
• 4.3.2 Spamming
• 4.3.3 Control
• 4.3.4 Viral clutter
• 4.3.5 Privacy
• CONCLUSION

Objectives and Key Themes

This diploma thesis aims to provide a comprehensive overview of viral marketing and its potential as a critical new dimension in 21st-century marketing. It examines the origins, characteristics, and types of viral marketing, explores its key elements of communication, and discusses critical issues involved in its implementation and success. Additionally, it analyzes the context of viral marketing within the broader marketing landscape, highlighting its opportunities and threats.

• Origins and evolution of viral marketing
• Key elements of viral communication, including word of mouth and word of mouse
• Critical issues in viral marketing, such as research, targeting, viral elements, and forwarding
• Opportunities for integration and suitability of viral marketing within different contexts
• Threats and challenges associated with viral marketing

Chapter Summaries

The first chapter provides a comprehensive introduction to the concept of viral marketing. It explores its origins, characteristics, and definitions, while also outlining its distinct types and objectives. It then delves into the key elements of viral communication, including the role of word of mouth, word of mouse, and cross-cluster communication. The chapter further explores the critical issues surrounding viral marketing, examining the importance of research and targeting, the viral element, forwarding, speed and simplicity, and methods of measuring success. Finally, it identifies critical success factors for effective viral marketing campaigns.

Chapter two further explores the context of viral marketing, highlighting its opportunities and threats. It analyzes the potential for integration with other marketing strategies, examining the issues of clutter, permission marketing, and further integration. The chapter also discusses the suitability of viral marketing for different products and services, while examining the threats associated with infected attachments, spamming, control, viral clutter, and privacy.

Keywords

Viral marketing, word of mouth, word of mouse, cross-cluster communication, online marketing, social media marketing, customer communication, permission marketing, guerrilla marketing, marketing strategies, opportunities, threats, infected attachments, spamming, privacy, clutter.