What is viral marketing

Viral marketing harnesses the network effect of the Internet and can be effective in reaching a large number of people rapidly as a marketing message is rapidly transmitted in the same way as a natural virus or a computer virus. It is effectively an online form of word-of-mouth communications which is sometimes also known as " buss marketing". The two main forms of online viral marketing are through passalong-emails or discussions within social networks. When planning integrated campaigns, it is important to note that the online viral affect can be amplified through offline media mentions or advertising either on TV and radio or in print.(Chaffey, 2009, p. 556)

The main purpose of viral marketing is to generate brand awareness and to leave consumers with a lasting impression of the brand.(Toth, 2006)


References
Dave Chaffey (2009). Internet Marketing Strategy, Implementation and Practice, Fourth Edition, 556. England: Prentice Hall


Toth, D. (2006, September 11). Viral marketing: The cure for the common marketing campaign? Market Strategy, 45 (37), 7. Retrieved March 21, 2007, from ProQuest database