Small Virus Marketing

With the increasing popularity of the Internet, more and more online advertising industry, but users seem to have more and more strong immunity to advertising, and no longer believe in self praise. Pop-up ads can intercept, page ads can be covered, and mail ads are sent directly to the dustbin. How can we get communication into the hearts of customers?

At this point, a new marketing method -- " Viral marketing "Emerge as the times require, like virus penetration into the body, rapid propagation, widespread dissemination and rapid diffusion, through the user's word of mouth publicity network to thousands of millions of audiences. "Let everyone tell you", through others to publicize for you, realize " Marketing leverage "Effect.

In order to attract more people to eat, Taiwan Pizza Hut launched a network marketing campaign called "Pizza Hut". In the mail entitled "Pizza Hut", a good way to get self-help salad is introduced. Skillfully using carrot strips, cucumber slices and pineapple blocks to build a wider bowl edge can stack 15 layers of salad, and also have real photos.

A lot of e-mails are forwarded to their relatives or colleagues at the very first time, and they go to the pizza hut to try their skills. Pizza Hut is quickly replicated and spread through the spread of the word of mouth through the spread of word of mouth by carefully planned and powerful infectious pathogens.

At the end of 2005, Baidu Inc faced Google, a strong competitor, ready to launch a publicity campaign, but the real difficulty was not much money. It was impossible to do large-scale promotion or buy TV commercials. In the end, they put their brains in, and spent about 100 thousand yuan to shoot 3 videos, skillfully using Baidu employees and their friends to upload funny videos by mail, QQ and forums.

"Tang Bohu" shows a Stephen Chow style of nonsense. In the face of a Chinese notice, Tang Bohu, by the 3 word segmentation, grabbed all the female fans around him who thought he knew Chinese. Finally, even his close girlfriend was impressed by the style of Tang Po Hu. Finally, the foreigner was sped with anger. Baidu shows that it has a deeper understanding of Chinese and a unique Chinese word segmentation technology.

Another "Meng Jiangnu" selected the ancient costume humorous essay route, the protagonist is a god nagging director and an innocent Meng Jiangnu, narrator in Sichuan dialect, in the unbridled, surging tears in the sky with Sichuan dialect shouted, "this traffic is very big ah", appealing Baidu's Chinese traffic first.

"Tang Paihu" and "Meng Jiangnu", together with the "knife and blade", correspond to the three key concepts of "Chinese", "first" and "search" respectively, so as to fully express the concept of Baidu as the first Chinese search engine, and create the full Baidu brand image.

The secret of viral marketing is to "let every audience become a communicator" and spontaneously propagate with the help of the audience. Enterprise brand information 。 Successful implementation requires 3 steps: first, to design seeds, that is, the content of entertainment, including the dissemination of corporate value, so that users can easily copy, transfer, post, download and send mail; second, it is to search for susceptible people, that is, potential infected persons who will actively participate in our drug marketing. For example, the target carrier of design is a fashionable young person, then we need to carry out virus tests in advance to see if it is easy to infect the virus; the third is to find the media access, that is, the platform for developing viral marketing, where the young people on the Internet like to gather, so that through careful planning, the success of virus marketing is not far away.

The author believes that viral marketing endows the communication process with pleasure, while entertainment users transmit value of the company at the same time, promoting mutual communication among users, thereby saving promotional expenses and improving the effectiveness of communication.