Saturday, 14 July 2012

Strategic Viral Marketing

Strategic Viral, brand driven, marketing is one of the most strategic weapons available in the marketing Arsenal. This weapon, if deployed effectively and accurately, allows you to touch the “core” of your demo with messaging, imagery and a targeted “injection” that connects them with the brand.

With the increasing use of digital & social media marketing, viral “injections” can be achieved on many different levels. The most effective campaign is a clearly defined strategy of continuous messaging through events, promotions, products and branding. Each and every one of these “fuel the passion” for the brand advocates. Never taken for granted, and always “engaged”, the brands that effectively manage this balance and stay “true” to their foundational principles will build a following others will envy.

“Why join the Navy, when you can be a Pirate..”
                                                                                    Mr. Steve Jobs

This messaging must be achieved through a coordinated effort of the marketing force in the field creating the content, and the digital marketing team converting the relevant brand content. I say relevant, as to many brands build digital content for sake of building content, though no true brand connection exists. This is the most difficult part of building a “Viral” strategy, and one that needs a “pipeline” to ensure content is continually flowing, and your advocates are engaged AND interacting. Interaction is the “key” to gauging your success. If all you are doing is building content down a one way street, with no active/mutual engagement with your “core” base, then you have done nothing more than build a mountain of digital content that no one cares about, and may in the long run damage the brand and your base.

Define your “Viral” content Strategy…
Build “Relevant” Content…
Actively “Engage” your “Core”…

Viral marketing is truly a powerful weapon, but make sure you deploy it effectively, and with a strategy before pulling the trigger. Done effectively, watch your infection base grown and the passion for your brand build.
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