‘Viral’ advertising spreads through marketing plans
Viral is today’s electronic equivalent of old-fashioned word of mouth. It’s a marketing strategy that involves creating an online message that’s novel or entertaining enough to prompt consumers to pass it on to others spreading the message across the Web like a virus at no cost to the advertiser.
Marketers have caught the bug and are increasingly weaving viral components into their marketing plans. Not only is the approach relatively inexpensive, but also it can sometimes be more believable than standard ads.
“All viral means … is that you’ve created a message that people want to share. It’s proof that your message is resonating,” says Gregg Spiridellis, who co-founded animation and design studio JibJab with his brother. “If people want to pass it along, that’s what brand marketing is all about.”
Though specific viral spending is difficult to measure, overall spending on Web advertising continues to rise. Last year, marketers spent $7.4 billion, a 21% increase over 2003, on Internet ads, according to TNS Media Intelligence.
Link: USATODAY.com – ‘Viral’ advertising spreads through marketing plans.