How to create value by using viral marketing techniques
The difference between viral, buzz, and Word-of-mouth
There are certain words, jargon that, in theory, that starts with marketing and industry insiders before you know it becomes the "in" the order books, blogs, articles, thesis and MBA. But as jargon filters to the less sophisticated, the meaning and ideas behind these words lost. Such is the case with the current state of thinking on Buzz, Viral and Word-of-mouth marketing.
These terms are used interchangeably, but they are the same thing? Dave Balter and John Butman in his book, "Grapevine" Buzz describe as a marketing ploy for publicity or awareness, often without regard to any specific message, while the viral marketing is a way to spread a message marketing through the creative use most often contagious in the video web and word of mouth stories is the process of product. Balter marketing agency focuses campaigns to create word of mouth for its customers, but the name of your company is BzzAgent – no wonder that confusion.
Mark Hughes author of "Buzz Marketing Lead people talking about your point of order" to create rumors about your company or product, you must develop a marketing campaign which includes at least one and preferably more, of the six elements of Buzz:
1. Taboo
2. Rare
3. Scandalous
4. Comic
5. Remarkable and
6. Secret.
It seems that these six elements are the same elements that create the contagious spread of information – Viral Marketing. For something to be viral people should speak, ergo word of mouth. But we can talk and spread the word of a video or a trick not never generate much talk about the product. The famous, or infamous, Oprah stunt cars General Motors loses audience who is an excellent example of the generation of a trick without generating much talk about the product. If, as suggested by Balter, word of mouth is "product of history "then there is certainly a difference between Buzz and Word of mouth.
So if Buzz is the tactical approach to draw attention your business, and viral spread the message and word of mouth is the result, then we have a clear distinction between the three terms of marketing.
The question is how we can build a marketing campaign on the Web that uses the tactic Buzz, Viral method and Word-of-mouth message to produce the ultimate goal of marketing: more sales and profits, Hughes points and are six media buzz the only attributes that provide a marketing move?
Solving the mystery of marketing: discover + + Reason forms Opportunities
We've all seen enough law and order on TV to know that solving a mystery requires a learning environment, motivation and opportunities to the puzzle. For businesses today these elements are clear.
Reason: to attract the attention of the interests of the race, stimulate desire, and generate an action that ultimately results in increased sales and profits.
Means: the advent of computers desktop to a relatively low cost of digital video tools and the creation of a new class of professional multimedia producers in the Web video provides creative ways available to companies in the past could not afford professional video content.
Opportunity: The penetration of high-speed connections to Internet and the ability of the Web to deliver multimedia audio and video along with the introduction of video in the search for web databases by dominant players, Google and YouTube as the Internet to create opportunities is needed.
Why Web-Video solves the mystery Buzz-Viral, Word-of-mouth
1. The 5 strategic objectives marketing
2. Makes Anthropomorphism
3. Hierarchy of Needs Maslow Extended
4. The 5 elements of communication
The 5 Strategic Marketing Objectives
Increased sales and profits is the main reason for any company, however, to achieve these goals, achievements must meet certain, particularly with respect to the Web, by its nature is barren, remote environment. marketing must be built to provide the public concerned with five key elements:
a. Knowledge
b. Emotional Utility
C. functional utility
d. Facilitation Process
e. Confidence
The target audience should be aware of the existence of the company and should be done to understand its relevance to their needs, and the market public should have a platform to participate or get involved in society.
A successful marketing campaign should produce a needed public utility emotional quality created in the collective consciousness of the audience of the personality of goodwill arising from business conduct and experience of the audience.
The campaign must also be able to talk about the utility company's functional product or service. information drive and easy to understand instructions regarding so that customers are able to generate the promised benefits of the product or service.
The campaign should facilitate the process of moving potential customers quickly and easily awareness, utility, or incentives, for sale. The process must be transparent and must be mechanisms to Greet customers when things go wrong.
The campaign must also create confidence in the ability of the organization to provide the promised benefits both emotional and functional.
Trademark Anthropomorphism
More marketing begin to appreciate the effect of brand personality in its relations with current and potential customers. It is clear that markets have a clear idea of the personality of a brand, if a company paying attention or not. And like many, it is clear that companies can not only change their ads on television or advertising agency overcome an unwanted person or unwanted.
The brand personality is a function of the experience of hearing how everything respond to telephone inquiries, users the ability to understand instructions for packaging, web site response times and e-mail inquiry. No amount of smiling faces in advertisements nice place to irritation of a multiple transfer off trying to solve a problem by phone.
The companies are separate entities whose character ultimately consists of a collective consciousness of consumers created through experience, interpreted very human perspective. It is human nature to non-human anthropomorphic entities to cope better. Batra, Lehmann and Singh point out in his article of 1993 that are five the main features of the personality of man.
The Big Five personality traits in humans:
1. Extraversion / Introversion,
2. Kindness
3. Knowledge
4. Emotional stability and
5. Culture.
Jennifer Aaker in his "Journal of Marketing Research sectional dimensions of brand personality, the reports of the five major human personality traits of the Big Five personality traits of the brand.
Five major features of the brand personality:
1. Sincerity
2. Excitation
3. Competition
4. Sophistication
5. Robustness.
When companies build a website or application of any marketing initiative there are consequences to collective marketing, management of these consequences is essential for the development not only a brand personality, but management and encourage them to comply with the underlying reason for the marketing, generate more sales and profits.
Maslow's hierarchy of needs on extensive marketing
Abraham Maslow, who was chairman of the psychology department at Brandeis University in the 1950s, has developed a theory of hierarchy of human needs. Before his death in 1970, he revised his theory by enlargement of the hierarchy to include higher-value items.
The bottom of the pyramid starts with our physiological needs: the need to maintain physical fitness and self-preservation, as you move up the pyramid needs to be more socio-cultural: the need to be accepted in society at the top the list of requirements become more abstract and related intellectual identity and the need to communicate this identity to others.
Hierarchy Extended Needs Maslow
1. Physiological
Water, food, sleep, warmth, health, exercise, sex.
2. Security and requirements security
Physical security, economic security, comfort, peace, freedom from threats.
3. Social Needs
acceptance peer, group membership, love and association with successful groups.
4. Self esteem needs
Association with major projects recognition of the strength, intelligence, prestige and status.
5. Self-actualization needs
Need to take on challenging projects, opportunities Innovation and creativity, learning at a high level.
6. Cognitive needs
Need to acquire knowledge and understand that knowledge.
7. Aesthetic needs
Need a balance of beauty and structure.
In marketing, Maslow offers us a model for the development of a personality brand that can really provide a compelling, understandable message, effective marketing. Maslow Decide suit your business needs, then create a marketing plan that offers both the personality and message that addresses these needs.
We are fortunate to live in the Internet age, because even the smallest businesses the opportunity to communicate their brand personality and marketing message by communicating more effectively than ever Environment invented the Web.
The 5 elements of communication
To maximize the capacity of the Internet to communicate, you must understand the five elements of communication:
1. The environment: the Web is a sterile environment must be humanized, to effectively carry out its brand personality and marketing message.
2. The message: The Web is an environment where information, weight information and entertainment, informative, memorable is paramount.
3. The Messenger: The Web is a communication one by one in comparison with traditional broadcasting and print media is a one-to-many.
4. The audience: the Web is a place where visitors choose to visit, not to replace them with a brief account second order, did not recover in the absence of imagination, ascetic presentations questioned.
5. The process: Web audio and video multimedia capabilities combined penetration of broadband access makes the system ideal for providing brand personality and needs related to marketing messages that humanize your site, talk directly to their audience in a ratio of one to one, and to inform, illustrate and entertain your audience in a compelling and memorable.
Conclusion
There has always been an ongoing battle between business leaders and officials technical services department marketing. The Internet can be a great technological achievement, and certainly can be used to provide high technology solutions utility, but at its base and its first pre-Web days, has always been a way to connect and communicate information and ideas, and not the essence Marketing?
The need of firms to raise awareness (Buzz) to disseminate this knowledge through the market (viral) and involve an audience in the spread of needs (Word-of-mouth) is achieved through the use of multimedia Web communications capabilities. In short, the Web is a communication tool can be used by traders to talk with a human voice and face of the man directly to the listening public on a personal level, man, one of the bases to reach the first reason: more sales and profits.
About the Author
Jerry Bader is Senior Partner at MRPwebmedia, a Thornhill, Ontario based website design firm that specializes in delivering their North American clients’ marketing messages using the latest audio, video, and interactive Flash presentation techniques to create compelling, informative and memorable Web-experiences that enhance brand personality and increase sales and profits. Visit http://www.mrpwebmedia.com, http://www.136words.com http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.
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