Product launches may be the best viral potential for most companies
Whether marketing can be targeted to be viral or not is a question of debate (Andy Carter)
Viral Marketing is Possible but High Risk
The growing popularity of viral marketing is likely to significantly affect internet marketing consulting.
Proper use of viral marketing can go well beyond subscribing to social media portals like Twitter, according to The Viral Factory. Matt Smith, director of business strategy at The Viral Factory, claims it can actually get people talking about a particular campaign or product launch.
Mr Smith debunked the old myth that investing in viral advertising was too risky and only suited certain brands. He said: “Viral tends to lend itself well to product launches and is great for generating awareness, and it works well for clients with a global audience or one that at least spans a number of borders.”
Recently, HEAD, a sports brand, launched a viral video on YouTube featuring Andy Murray. The clip proved to be greatly successful having clocked more than 700,000 clicks from web surfers. Another sports and outdoors brand, Hi-Tec, has claimed the credit for the hugely popular ‘Liquid Mountaineering’ viral which set a new record of over four million views on YouTube.
Jon Maddison, the UK country director of Epsilon, stated that social media was set to grow further in popularity and revolutionise email marketing.