The dynamics of viral marketing carnegie mellon school. Tim drapner the graduate of that school and jeffrey rayport its lecturer 10. And viral marketing is where you encourage other people to spread your product or service. Watching these women come face to face with the version of.
The case study method, more than any other, requires judgement and intellectual rigour, analytical and decisionmaking skills. Patil university, navi mumbai, department of business management in partial fulfillment of the requirements for the award of the degree of. The ultimate marketing case study template curata blog. Viral marketing has become more and more popular during the past decade between both content consumers and content creators. Mar 11, 2015 the integrated components used by coca cola employed a mass media methodology which included television advertising, print media and banner ads. You can use different techniques to analyze a case study, however. Another example of a successful viral marketing campaign was the lets say thanks campaign by xerox klopper, 2012 whereby the campaign results were viral more than 1.
This type of marketing motivates the individuals users to spread a marketing message or information most of the time promotions or ads to others, which results in the exponential growth in the messages exposure and influence. Seo theory is great, but there can be an element of. Park school of communications, at ithaca college in ithaca, new york, where she teaches courses in corporate communication. Creative determinants of viral video viewing duncan southgate, nikki westoby and graham page millward brown this study assesses the creative attributes that drive online viral viewing of tv advertising. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. Viral marketing discussion assignment paper, essay sample. This study focuses on the growing role of viral marketing in the dissemination and circulation of knowledge via whatsapp. Analysis of viral marketing campaign for ebay marketing essay. Pdf in this modern day, viral marketing is one of the trends for marketers to promote their product worldwide. Viral marketing the effective way or advertising or producing brand exposure through social networks. A list of typical case studies used as examples in this paper is provided in table 2. May 05, 2018 viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the messages exposure and influence. Like press releases, case studies often fall into a certain specific format.
Marketing in social environments on the web have become more and more common as people begin to spend more time on the web surfing, chatting or just keeping in touch with. Purposeful viral marketing happens when there is a tactical and dedicated plan in. Case study on successful viral marketing of oldspice. Patil university, school of management, navi mumbai, in partial fulfillment of the. Learnings the 2 major learnings from this case study of sony mobile are as follow. Vice president for corporate communication and strategic planning warren douglas. Epic list of online digital marketing case studies ninja. The analysis is based on 102 video ads from the uk and us, which were shown on tv and also online. Volkswagen is an internationally recognised automobile production company likedin, 2011. After the last section, you can see the power social in. While its not required that you have all of the possible topics in a particular order, picking a consistent format will help you accelerate production down the road.
Exploring the concept of mobile viral marketing through case study. Its not the case that if you want to create a viral marketing campaign you simply have to think about it, plan it, and then you have it. Viral marketing exploits existing social networks by encouraging customers to share product information with their friends. International viral marketing campaign planning and evaluation.
A collection of real world viral case studies used by successful companies. Figure 14 the viral case videos, digital strategy consulting, 2016. Several promotional campaigns can be repeated over a long period, but it is not the case with viral marketing. Pdf on dec 9, 2002, h b klopper and others published viral marketing. Viral marketing and content forwarding on social media. When youre working in marketing, youre not only dealing with the product youre trying to sell but youre also direct dealing with the marketing templates. The rise of viral marketing through the new media of social media. The secret of successful viral marketing and advertising. In school, she studied buzz marketing, a relatively new communication. This book is significant to researchers, marketers, and. Viral marketing and content forwarding on social media core. An analysis of viral marketing presents the framework for positive perceptions of. The motivation for the study came primarily from a research gap in existing literature. How to write a convincing case study in 7 steps wordstream.
A marketing case study template is a smart way of studying the market. Viral marketing and content forwarding on social media outlining the key elements behind successful viral content creation author. In viral marketing, the messages are transmitted from one individual or group. Study of the effectiveness of online marketing on integrated marketing communication is the bonafide research work carried out by ms. The focus of this paper is viral marketing the process of creating, receiving, according to which the passing on of viral marketing messages depends on. From oprah touting how weight watchers has worked for her, to american express endorsing salesforce, case studies are prevalent across industries and marketing forms according to a b2b marketing trends report, customer testimonials and case studies are.
The approach of this marketing form is to encourage individuals to distribute a marketing message to other individuals. Viral marketing communication a study on consumer perception and response mba thesis 2009 low jiun wee xavier and goh yun shuang summer page 10 of 93 1. International viral marketing campaign planning and evaluation objective of the study the objective of this study was to explore international viral marketing campaign ivmc planning and evaluation in order to help marketers develop better campaigns. A couple of direct digital marketing case studies in this chapter and a startup case study plus a small business marketing case study as well, to add more spice before we end this long list post. Viral marketing is also known as internet viral marketing. This indicates that viral marketing takes the form of informative messages that are usually electronically transmitted. Mnk03 and je04 described examples of mvm strategies. Viral marketing discussion assignment paper essay sample. This post dives into a case study of my own a site that gained traction when it hit the front page of hacker news and details some advice i learned along the way. Viral marketing effect on digital knowledge acquisition. Whether its an online case study or a pdf version, making your successes available to the public can prove just how valuable your efforts are. Nowadays, viral marketing is included in the group of techniques called word of mouth marketing womm fig. It would help you create an effective and meaningful marketing strategy.
When it was first launched, hotmail used viral marketing to quickly became the leading free email service until gmail finally overtook them in 2012. Volkswagen vw india case study analysis case overview this case study evaluates the marketing strategies of volkswagen vw india. Pick some small number of people to seed your idea, product, or message. Identifying the target group and its passion are the backbone of success of social media marketing.
A study of drivers of viral marketing and factors that influence the receipt and forwarding of viral messages dissertation submitted to the padmashree dr. A marketing case study is one of the most compelling content items in your sales funnel. Therefore, it is interesting in current study to address the lack of research focused on the use of viral marketing by smes to increase their brand awareness. Case studies of successful viral marketing campaigns. Viral marketing is the latest in marketing techniques.
And viral marketing is where you encourage other people to. Oct 02, 2019 startups, small business and direct marketing case studies. The six simple principles of viral marketing practical. Thus, being a part of digital marketing, it can elevate your business growth if used optimally. A prior study showed that mobile viral marketing is an important issue of. This application is a favorable viral marketing environment as it allows rapid dissemination of knowledge through the sharing of texts, images, audio, and video files. Viral marketing and social networks download viral marketing and social networks ebook pdf or read online books in pdf, epub, and mobi format. Firstly in this assignment some of important factors of internet and digital marketing have been discusses and then to get further knowledge the ebay case has been included with its introduction, history, mission, goals, strategies and recommendations on viral marketing has been given with objective of driving new visitors to the website and. Pdf the impact of viral marketing through instagram. From oprah touting how weight watchers has worked for her, to american express endorsing salesforce, case studies are prevalent across industries and marketing forms. Strategic marketing proposal plan for a cosmetics company case.
And if you need more proof, lets move on to the next case study viral content case study. In viral marketing, internet advertising gets spread exponentially. Contains lots of real life examples of brands and products going viral. The spread of an effective viral marketing campaign is akin to an epidemic outbreak of a virus, limited only by the potency and relevance of the marketing message. This book presents ten company case studies, taken from various fields of business. Viral marketing is an idea that spreads and that while it is spreading actually helps market your business or cause. Download pdf viral marketing and social networks free. The focus of this paper is viral marketing the process of creating, receiving, according to which the passing on of viral marketing messages depends on consumers, category, company, content. A case study is an appropriate research design when you want to gain concrete, contextual, indepth knowledge about a specific realworld subject. Viral marketing students name institutional affiliation viral marketing viral marketing or rather undercover marketing as it is being referred to is. In order to implement these proposals, the author advised that more studies should be done relating to consumer responses to specific products. Startups, small business and direct marketing case studies. It can be a reworked version and even a followup campaign but not repetitive as the audience will reject it at once. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.
The current trends in marketing strategies and creating brand awareness have been enhanced by social media marketing. Six key rules to get everyone to talk about your ide irenek. Oct 27, 2016 and if you need more proof, lets move on to the next case study viral content case study. Our viral marketing experts can research and write a new, oneofakind, original dissertation, thesis, or research proposaljust for youon the precise viral marketing topic of your choice.
Case study coca cola wayne rooney viral marketing film. A case study refers to a detailed study of a particular subject. One of the best known examples of this the growth hacking case study of hotmail. Case study on the successful digital marketing strategy applied by old spice to connect with a wider audience through various marketing channels. The track concerning the first use of viral marketing term directs to the two people connected with the harvard business school. Pdf the study aims to examine the effects of viral marketing on. A prior study showed that mobile viral marketing is an important issue. The research was based on a literature study, but published material that explained the. Theres a lot of buzz about viral marketing, and sometimes it stems from unexpected places. We have the necessary skills, knowledge, and experience to. It allows you to explore the key characteristics, meanings, and implications of the case.
Thus this thesis aims to fulfill this gap in the academic research. A marketing case analysis, also known as a case study, is a written document that helps you analyze and evaluate strengths and weaknesses for your company. Our final document will match the exact specifications that you provide, guaranteed. There are all kinds of different tactics, to keep a marketing department going. It can be delivered by word of mouth or enhanced by the network effects of the internet and mobile. Jul, 2010 the dynamics of viral marketing pdf study ivan proskuryakov viral marketing definitions dejan jovanovic common characteristics of a viral content anton vakhlachev how to create a successful viral marketing campaign arthur matkowskyy viral marketing principles. After reading the case study, take a stance and support it. The research questionnaire also included three examples of viral videos, which. Viral marketing is another digital marketing strategy that is highly capable of creating brand awareness and recognition along with boosting sales and conversions. These suggestions are just the first steps of a marketing plan.
Using social media for social viral campaign a case study. The marketing case study is one of the oldest and most venerable examples of content marketing. Viral marketing is a method of creating buzzwords or marketing pieces that are memorable and. The dynamics of viral marketing jure leskovec carnegie mellon university lada a. There is not a one size fits all approach when writing a marketing case analysis. The viral effect of its youtube videos brought more than 0 fans daily to its facebook page. Whether you are writing a business case study or social science cases study, you can incorporate the following format when writing a case study in any field. Top social media marketing case studies digital vidya. Click download or read online button to viral marketing and social networks book pdf for free now. Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. In this article seth godin shares his definition of viral marketing, with particular emphasis of differentiating viral from marketing.
Now if youve only recently launched a marketing campaign to sell a particular product, you could use a case study to see how the market is treating your product. Director of advertising and public affairs the case douglas. There are many examples of companies throughout all business sectors who. Join 14,789 marketers getting one practical case study every week. Using social media as part of a marketing strategy can be exceedingly effective.
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