Viral Marketing Campaigns by business organizations

The author, David Meerman Scott in his article Anatomy of a Viral Marketing Campaign , is of the thought that posting content on the web is a best tool for viral marketing. He discusses how people at different organizations promote products and services through blogs, e-mail newsletters, webinars and white papers. Blogs are considered to be the best way to market a product. It spreads through in a real fast way as we have somebody reviewing or writing a critique our work. Conversing through web content is thought to be exceptionally lucrative when compared to an expensive direct mail-campaign.

The author is of the view that web content, in particular eBooks, are one of the best viral marketing initiatives. These days’ wise marketers use press releases to reach buyers in a direct way. There is a misconception that press releases sent online appear in instantaneous news channels like Google. This is not enough for marketing; one must modify their release strategy in order to make best use of press release as a way to communicate with consumers.

The article rightly identifies that inception of web has changed the rules of how we market a product. Trade press and mainstream media are two different ways to communicate with the customers. But we have millions of people using internet connections and search engines to find products and services on the web. The author supports this fact with some interesting statistics that evolved for an eBook that the author published online.

Reference:

Scott, D. (2006, May). Anatomy of a Viral Marketing Campaign. EContent, 29(4), 48-48. Retrieved September 29, 2009, from Education Research Complete database.