International School

Khoa Đào tạo Quốc tế

http://kdtqt.duytan.edu.vn

DIGITAL MARKETING SEMINARS

TOPIC: WORD OF MOUTH INFLUENCES
THROUGH VIRAL MARKETING
Presenter: Tan Trinh Le

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 International School
Khoa Đào tạo Quốc tế
http://kdtqt.duytan.edu.vn

What is WOM?

• Since the early 1950s, researchers have demonstrated

that personal conversations and informal exchange of
information among acquaintances not only influence
consumers' choices and purchase decisions (Arndt,
1967; Whyte, 1954), but also shape consumer
expectations (Anderson & Salisbury, 2003; Zeithaml
& Bitner, 1996), pre-usage attitudes (Herr, Kardes, &
Kim, 1991), and even post-usage perceptions of a
product or service (Bone, 1995; Burzynski & Bayer,
1977).

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Khoa Đào tạo Quốc tế
http://kdtqt.duytan.edu.vn

What is WOM?

• Some research has reported WOM influence as

greater than print ads, personal selling, and radio
advertising (Engel, Kegerreis, & Blackwell, 1969;
Feldman & Spencer, 1965; Katz & Lazarsfeld, 1955),

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Khoa Đào tạo Quốc tế
http://kdtqt.duytan.edu.vn

Viral marketing

• Viral marketing refers to a technique where content

strategists purposely design content that’s both easily
transportable and highly engaging so that it’s shared
quickly by many people.

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Khoa Đào tạo Quốc tế
http://kdtqt.duytan.edu.vn

Goal of viral marketing

• Use consumer-to-consumer (or peer-to-peer)

communications—as opposed to company-to-
consumer communications—to disseminate
information about a product or service, thereby
leading to more rapid and cost effective adoption by
the market (Krishnamurthy, 2001)

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Khoa Đào tạo Quốc tế
http://kdtqt.duytan.edu.vn

Methods of viral marketing

• Pass-along: A message which encourages the user to

send the message to others. It may be a effective,
short, funny clips of video which people
spontaneously forward

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Khoa Đào tạo Quốc tế
http://kdtqt.duytan.edu.vn

WOM and Viral Marketing

• Word-of-mouth marketing is when a business does

something, and their consumer tells five to ten
friends.
• Viral marketing, unlike word-of-mouth marketing,
has a compounding effect. A consumer tells five to
ten people, and then those five to ten people tell
another five to ten people. It's like a virus that
continuously infects more people and spreads without
requiring any more marketing effort.

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Khoa Đào tạo Quốc tế
http://kdtqt.duytan.edu.vn

Methods of viral marketing

• Incentivised viral: A reward is offered for either

passing a message along or providing someone else's
address.
• Examples: online contests

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Khoa Đào tạo Quốc tế
http://kdtqt.duytan.edu.vn

Methods of viral marketing

• •Undercover: A viral message presented as a cool or

unusual page, activity, or piece of news, without
obvious incitements to link or pass along

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Khoa Đào tạo Quốc tế
http://kdtqt.duytan.edu.vn

Methods of viral marketing

• Edgy Gossip/Buzz marketing" ads or messages that

create controversy by challenging the borders of taste
or appropriateness. Discussion of the resulting
controversy can be considered to generate buzz and
word of mouth advertising.
• Example: the publicity campaign about the dubious
love affair between Tom Cruise and Katie Holmes
that came out just before each of them released a
movie

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Khoa Đào tạo Quốc tế
http://kdtqt.duytan.edu.vn

Methods of viral marketing

• User-managed database: Users create and manage
their own lists of contacts using a database provided
by an online service provider. By inviting other
members to participate in their community, users
create a viral, self-propagating chain of contacts that
naturally grows and encourages others to sign up as
well.
• Examples of such services include anonymous
matching services like eCrush, business contact
management services like Plaxo, and other social
databases likeEvite and Classmates.com.
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Khoa Đào tạo Quốc tế
http://kdtqt.duytan.edu.vn

Methods of viral marketing

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