report on Viral Marketing

0.1) Executive Summary -------------- 3-4

0.2) Introduction ------------------------------------------------------------------------ 4-5

0.3) The definitions of viral marketing------------------------------------------- 7-8

3.1) The growing trend of viral marketing------------------------------------ 9-10

3.2) How does it work?------------------------------------------------------------- 10

3.3) How can marketers run a campaign with it and use it? -----------11

3.3.1) Add "Send to a Friend" links on your website------------------------11

3.3.2) Write articles------------------------------------------------------------------11

3.3.3) Start an affiliate program---------------------------------------------------11

3.3.4) Launch a press release-----------------------------------------------------11

3.3.5) Create printer friendly pages----------------------------------------------11

3.3.6) Post messages----------------------------------------------------------------11

3.3.7) Promotional Material---------------------------------------------------------11

3.3.8) Email signatures--------------------------------------------------------------11

3.3.9) Launch a Newsletter---------------------------------------------------------11

3.3.10) Refined Client/Customer Service---------------------------------------12

3.3.11) Banner Exchange-----------------------------------------------------------12

3.4) The elements of a viral marketing strategy--------------------------------12

3.5.1) Gives away valuable products or services-----------------------------13

3.5.2) Elements of a Viral Marketing Strategy---------------------------------13

3.5.3) Scales easily from small to very large----------------------------------14

3.5.4) Exploits common motivations and behaviors-------------------------14-15

3.5.5) Utilizes existing communication networks-----------------------------15

3.5.6) Takes advantage of others resources----------------------------------15

4.0) The E-marketing Mix ----------------------------------------------------------------------16

4.1) Product---------------------------------------------------------------------------------16

4.2) Price------------------------------------------------------------------------------------16

4.3) Place------------------------------------------------------------------------------------16

Marketing Viral

legnofinestraitalia

Matthias Reim - Sixt viral Marketing

4.4) Promotion------------------------------------------------------------------------------16

5.0) The examples of viral marketing ------------------------------------------------------18-19

5.1) How it can be useful for consumers---------------------------------------------20

5.2) Where has viral marketing come from? -----------------------------------------21

5.3) The future of viral marketing in five year ---------------------------------------21-22

5.3.1) The Emerging Cyber Consumer --------------------------------------22

5.3.2) The Cyber Business to Business World-----------------------------22

6.0) Recommendations---------------------------------------------------------------------------22-23

7.0) Conclusion-------------------------------------------------------------------------------------24-25

8.0) References --------------------------------------------------------------------------------- ---26-27

0.1) Executive Summary

Viral marketing: It sounds like a disease, but Fortune 500 companies are beginning to believe this Internet strategy could be the cure for their banner-ad woes. It is inexpensive and potent, and marketers are now using it to sell everything from shampoo to phone services. Ideally it works like this: Marketing messages spread like the flu, passed by word of mouth from one friend to another to five more, until there is a full-blown epidemic and products are flying off the shelves. (Erin Kelly, 2003)

Just when you think it's old news,