[China Glass Network] Speaking of the word viral marketing, everyone may be very excited. First of all, it is highly mobile. Can be as pervasive as a virus. Secondly, it is extremely aggressive and allows users to unwittingly accept it as a source of infection. When you think of this word, it is easy to think of the concept of MLM or direct sales. In fact, marketing concepts such as pyramid schemes or direct sales are actually similar to viral marketing. The difference is that MLM and direct sales are more focused on the expansion of organizational forms, while viral marketing focuses on the creation of expressions. In essence, both can achieve greater marketing concepts and effects.
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Viral marketing must first respect the laws of human nature. Viral marketing, which does not understand the laws of human nature, cannot form an atomic bombing fission spread. It is basically completely rejected by the source of the previous infection. Secondly, viral marketing should focus on cleverness and ingenuity to see no deliberate traces, as if everything is natural, it is a virus, it must happen naturally in a special time, like the flu. If you don't know it, you will be infected.
First, the elements of viral marketing
I have read an article about viral marketing, which mentioned several major elements of viral marketing, as follows: 1. Give valuable products or services. 2, let others spread without difficulty. 3, starting from simple, from small to big. 4. Use common motivations or behaviors. 5. Use existing communication networks. 6, use other people's resources. Of course, these are theoretical things. Maybe most of my friends will feel that they are in the fog and have no operability. Things that have no operability are like successful learning, let us swear by heart but nothing. Based on the understanding and understanding of the Internet for so long, I would like to talk about the design of viral marketing on the actual application case. A few days ago, a friend sent a picture saying that when it was the European Cup, the agreement between husband and wife must be loved once a day, and the husband is responsible for washing dishes. . . Then the background of the picture is the name of a website. This is a typical viral marketing. In this sense, viral marketing should focus on the following: tracking and grasping hotspots. Now is the eyeball economy era, everyone does not like the old rules of the old rules, then, as a marketing planner, the first thing to consider: What is the background of this viral marketing, this is a problem of time. The art of warfare is about taking advantage of the trend. Under the premise of a reasonable trend, just a stone has enormous energy, and everyone has to admit it. By the same token, under a reasonable time background, under the circumstance of reasonable hotspots, viral marketing can lead people to consciously or unconsciously forward or share. Because it is a hot spot, it is also a fun thing for fans, so people are willing to share and actively spread during the chat process. This is in line with the 2, 3, and 5 principles of viral marketing. Experienced companies often go to shoot some spoof videos or make some spoof pictures, let people share freely to achieve viral marketing purposes.
Second, the spread of viral marketing
One question we need to study here is, what prompted the viral marketing method to spread? Just like the last paragraph of the text said QQ spoof pictures or spoof video, this is the boring mentality of the use of people. Because it is boring. I think these things are very interesting, so I will continue to spread the boring. This is the unintentional spread of the user. This is in line with the ingenious rule of viral marketing: viral marketing should focus on ingenuity, cleverness to see no deliberate traces, as if everything is natural, for the virus, the natural occurrence, the same as the flu The same, unconsciously let you get infected.
Why is the picture of the European Cup that appeared above always spread? It is because it meets the characteristics of this period of time. The European Cup is not a day or two. It is a continuous process, so most of the hot spots of concern in these days are this. So it will get spread. This also shows that the viral marketing method should follow the timeliness. In the hot time, you will get a big spread, and after the hot time, there will be no big spread, then the virus will be lost.
Just like the 3Q war of the previous period, the JIF nationwide circulated, basically all of the computers have been seen, this is the power of viral communication. Cut the hot spot, add humorous and exaggerated ingredients, so that users can easily spread, it is easy to form a virus.
Han Han and Fang Zhouzi can also make a viral picture or JIF, but they must be fissile in the days when they are more powerful, and when everyone is in a crowded situation. Marketing effect.