Viral marketing – Numbers & Facts..
We are permanently monitoring relevant news and reading studies in the world of marketing. Some of our most interesting findings dealing with "viral marketing" are gathered on this page. We organized the information into the following categories:
Viral Facts | Viral Examples | Sources
Viral Facts
67% of the US consumers admit to being influenced in their purchasing decisions by personal recommendations.
Many top decision makers (mostly CEO's or CIO's) are relying on recommendations of colleagues, consultants or family.
The focus doesn't need to be on reaching as many people as possible but rather to reach the "recommendation givers".
Think of 30,000,000 viewers of a movie being influenced by 3,000,000 that were influenced by only 3,000 initially. Getting through to the first 3 thousand should be the primary task.
25% of all surveyed companies are using viral marketing. This number is up from 14.9% in 2003.
Viral Marketing campaigns are most successful if they are providing fun to their audience.
A well produced web video adapts to the expectations of the Internet surfers. It is not perceived as intrusive, unwanted advertising. This allows a viewer to recommend a video to his / her social environment (multiplier effect).
The intensity of a successful viral campaign is hard to match. Viral content often has a different status than non-permitted advertising. The readiness to deal with a message and product is way above average.
Online 10% of web surfers are accessing a video directly at the homepage of the clip. The other 90% are following recommendations, i.e. email links.
Viral Marketing is perfectly able to compete with TV campaigns.
Unfortunately many great viral concepts aren't planned well enough.
The shortcomings can often start with the seeding - the placement of content in blogs, forums and other platforms that ar specific to your target group.
It is important to consult with specialists during the planning and the execution phase of a viral campaign.
Viral Examples
E-Plus
Mercedes Benz
BMW
Oddset
Burger King
Google
GMX
Microsoft MSN
McDonalds
…
Sources
Absatzwirtschaft.de
"Buzz" by Marian Salzman, Ira Matathia, Ann O`Reilly
Cmomagazine.com
GFK Study
"Marketing Outreagously" by Jon Spoelstra
Realtor.com
Spiegel.de
Trendwatching.com
Werbeanzeige.de
"Your Marketing sucks" by Mark Stevens
…
