'The influencers in order to communicate marketing messages to the audiences you seek to reach'.[36] In business, it is indicated that people prefer interaction with humans to a logo.[37] Therefore, it seems that influencers are on behalf of a company to build up a relationship between the brand and their customers. Companies would be left behind if they neglected the trend of influencers in viral marketing, as over 60% of global brands have used influencers in marketing in 2016.[38] The influencer types come along with the level of customers' involvement in companies' marketing.[39] First, unintentional influences,[40][39] because of brand satisfaction and low involvement, their action is just to deliver a company's message to a potential user.[41] Secondly, users will become salesmen or promoters for a particular company with incentives.[40][39] For example, ICQ offered their users benefits to create the awareness of their friends. Finally, the mass reached influencers are those who have a huge range of followers on the social network. Recent trend in businesses activity is to offer incentives to individual users for re-posting the advertisement messages to their own profiles. A common type of an incentive puts all the re-posting users into a random draw for a valuable gift [42]
Accept this fact. Some viral marketing strategies work better than others. Few work as well as the simple Hotmail strategy. But below are the six basic elements you hope to include in your strategy. A viral marketing strategy need not contain all these elements, but the more elements it embraces, the more powerful the results are likely to be. An effective viral marketing strategy:

Another way companies research what consumers want is through customer surveys. Most of these surveys simply ask the customers what rewards or incentives would be most likely to get them to participate in a referral program. Marketers brainstorm a list of possible rewards to include with surveys, and also ask customers to offer their own alternatives.
To clarify and organize the information related to potential measures of viral campaigns, the key measurement possibilities should be considered in relation to the objectives formulated for the viral campaign. In this sense, some of the key cognitive outcomes of viral marketing activities can include measures such as the number of views, clicks, and hits for specific content, as well as the number of shares in social media, such as likes on Facebook or retweets on Twitter, which demonstrate that consumers processed the information received through the marketing message. Measures such as the number of reviews for a product or the number of members for a campaign webpage quantify the number of individuals who have acknowledged the information provided by marketers. Besides statistics that are related to online traffic, surveys can assess the degree of product or brand knowledge, though this type of measurement is more complicated and requires more resources.[24][25]
"Jim, Wanted to touch base with you on an update. We should have a better understanding when were starting back up in the next 2-4 weeks. Good news is that it looks like your link building efforts are paying off like we talked about. Over the past 2 days our free google traffic has seen new highs. So we were on a steady down trend for 5 months and over the past 2 weeks we have seen a steady increase to new highs of over that of last summer." Andrew G.
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A satisfied customer is your best marketing executive and therefore a company could tap into its rich customer database to utilize them by giving incentives for referrals. Citibank gives Rs 2000 per referral for credit cards to its existing customers, while Google has announced $7.50 per referral to its account holders for promoting Adwords campaigns. Many top-selling magazines such as Readers’ Digest, The Week, India Today have all used referral marketing over the years to boost business. Sometimes, the incentive may be a collection of best articles that have already appeared in the magazine since inception or it could be a useful booklet that the reader can keep as a reference.
When you think about the marketing process it is quite easy to recognize that it does not only relates to the provider, it also relates directly to the customer. Marketing holds all of the tools and strategies used to entice a customer into buying or trying a product. If the marketing is successful then your company will gain value through the consumers purchase. An example of this is something as simple as cold calling. Cold calling is a very old marketing technique that simply requires you to dial a phone number and try to sell your product or a service to the person that answers the phone. Once you are live on the phone you use your sales pitch to try and sell the product. This is marketing. Advertising on billboards, magazines, television; all of these are part of the marketing process.
We are social creatures, so it is only natural that we instinctively share our experiences with the ones closest to us. We advise our friends and family by sharing our positive experiences, but also warning them of negative experiences. Here's the catch! These recommendations affect us much more than other marketing messages. It is quite logical, we rely more on our friends than we trust advertisement, paid expert opinions and similar media!

Different jurisdictions have taken different approaches to privacy issues with advertising. The United States has specific restrictions on online tracking of children in the Children's Online Privacy Protection Act (COPPA),[109]:16–17 and the FTC has recently expanded its interpretation of COPPA to include requiring ad networks to obtain parental consent before knowingly tracking kids.[112] Otherwise, the U.S. Federal Trade Commission frequently supports industry self-regulation, although increasingly it has been undertaking enforcement actions related to online privacy and security.[113] The FTC has also been pushing for industry consensus about possible Do Not Track legislation.
It is increasingly advantageous for companies to use social media platforms to connect with their customers and create these dialogues and discussions. The potential reach of social media is indicated by the fact that in 2015, each month the Facebook app had more than 126 million average unique users and YouTube had over 97 million average unique users.[27]
For instance, you might use Facebook’s Lookalike Audiences to get your message in front of an audience similar to your core demographic. Or, you could pay a social media influencer to share images of your products to her already well-established community. Paid social media can attract new customers to your brand or product, but you’ll want to conduct market research and A/B testing before investing too much in one social media channel.
Cost per click was more common in the early days of affiliate marketing but has diminished in use over time due to click fraud issues very similar to the click fraud issues modern search engines are facing today. Contextual advertising programs are not considered in the statistic pertaining to the diminished use of cost per click, as it is uncertain if contextual advertising can be considered affiliate marketing.
A browser extension is a plug-in that extends the functionality of a web browser. Some extensions are authored using web technologies such as HTML, JavaScript, and CSS. Most modern web browsers have a whole slew of third-party extensions available for download. In recent years, there has been a constant rise in the number of malicious browser extensions flooding the web. Malicious browser extensions will often appear to be legitimate as they seem to originate from vendor websites and come with glowing customer reviews.[32] In the case of affiliate marketing, these malicious extensions are often used to redirect a user’s browser to send fake clicks to websites that are supposedly part of legitimate affiliate marketing programs. Typically, users are completely unaware this is happening other than their browser performance slowing down. Websites end up paying for fake traffic number, and users are unwitting participants in these ad schemes.
Say you sell a boring product that has been seen countless times in homes and on TVs doing its job, like blenders. BlendTec was a company in this situation. Their Will it Blend campaign saw them use their blenders on nearly every Apple product, copies of the latest popular video game, paintballs, and DVDs of Justin Bieber. If you can’t see how that type of content can spread rapidly, you’re in the wrong business.
You’re probably already getting referrals and don’t even know it. Google Analytics has a whole section on referrals that can help you pinpoint other sites that are linking and referring people to you. This report can be can be broken down to not just visitors but customers as well, giving you a deep understanding of which of the referring websites are the most qualified. 
Related to consumers' attitudes toward a brand or even toward the marketing communication, different online and social media statistics, including the number of likes and shares within a social network, can be used. The number of reviews for a certain brand or product and the quality assessed by users are indicators of attitudes. Classical measures of consumer attitude toward the brand can be gathered through surveys of consumers. Behavioral measures are very important because changes in consumers' behavior and buying decisions are what marketers hope to see through viral campaigns. There are numerous indicators that can be used in this context as a function of marketers' objectives. Some of them include the most known online and social media statistics such as number and quality of shares, views, product reviews, and comments. Consumers' brand engagement can be measured through the K-factor, the number of followers, friends, registered users, and time spent on the website. Indicators that are more bottom-line oriented focus on consumers' actions after acknowledging the marketing content, including the number of requests for information, samples, or test-drives. Nevertheless, responses to actual call-to-action messages are important, including the conversion rate. Consumers' behavior is expected to lead to contributions to the bottom line of the company, meaning increase in sales, both in quantity and financial amount. However, when quantifying changes in sales, managers need to consider other factors that could potentially affect sales besides the viral marketing activities. Besides positive effects on sales, the use of viral marketing is expected to bring significant reductions in marketing costs and expenses.[26][27]
Paid channel marketing is something you’ve probably come across in some form or another. Other names for this topic include Search Engine Marketing (SEM), online advertising, or pay-per-click (PPC) marketing. Very often, marketers use these terms interchangeably to describe the same concept — traffic purchased through online ads. Marketers frequently shy away from this technique because it costs money. This perspective will put you at a significant disadvantage. It’s not uncommon for companies to run PPC campaigns with uncapped budgets. Why? Because you should be generating an ROI anyway. This chapter walks through the basics of how.
There is debate on the origination and the popularization of the specific term viral marketing, though some of the earliest uses of the current term are attributed to the Harvard Business School graduate Tim Draper and faculty member Jeffrey Rayport. The term was later popularized by Rayport in the 1996 Fast Company article "The Virus of Marketing",[12] and Tim Draper and Steve Jurvetson of the venture capital firm Draper Fisher Jurvetson in 1997 to describe Hotmail's practice of appending advertising to outgoing mail from their users.[13] An earlier attestation of the term is found in PC User magazine in 1989, but with a somewhat differing meaning.[14][15]

Viral content usually has a well-designed viral strategy behind it, it is, in part, also due to luck, but creativity and preparation are also extremely important… for this reason, to get to know this world a little better, I would like to tell you today what the definition of this concept actually is, how a viral campaign works, the advantages or viral marketing and show you our favorite examples.


For instance, you might use Facebook’s Lookalike Audiences to get your message in front of an audience similar to your core demographic. Or, you could pay a social media influencer to share images of your products to her already well-established community. Paid social media can attract new customers to your brand or product, but you’ll want to conduct market research and A/B testing before investing too much in one social media channel.

If your customers transact with you on a weekly or monthly basis, then it makes sense to incentivize referrals with account credits or discounts towards future purchases. However, if your customers purchase from you less than a few times per year, that reward won’t carry the same weight. In fact, it might send signals that you don’t really understand your customers.
Many affiliate programs run with last-click attribution, where the affiliate receiving the last click before the sale gets 100% credit for the conversion. This is changing. With affiliate platforms providing new attribution models and reporting features, you are able to see a full-funnel, cross-channel view of how individual marketing tactics are working together. For example, you might see that a paid social campaign generated the first click, Affiliate X got click 2, and Affiliate Y got the last click. With this full picture, you can structure your affiliate commissions so that Affiliate X gets a percentage of the credit for the sale, even though they didn’t get the last click. 
Twenty years ago, the reach of an average person was relatively small; for the most part, referrals were made face to face or over the phone. Today, with social media and review websites, the average person’s audience is enormous. They can reach hundreds if not thousands of friends and acquaintances in a matter of minutes with a simple Facebook post, Yelp review, or other public-facing review.
Cookie stuffing involves placing an affiliate tracking cookie on a website visitor's computer without their knowledge, which will then generate revenue for the person doing the cookie stuffing. This not only generates fraudulent affiliate sales but also has the potential to overwrite other affiliates' cookies, essentially stealing their legitimately earned commissions.
Social media has been one of the fastest growing digital marketing channels for years now and continues to play a major role in brand development and customer acquisition and engagement. Social media now is a critical element to effective content marketing and search engine optimization strategies. These marketing strategies simply can’t exist well without one another.
Using influencers in viral marketing provides companies several benefits. It enables companies to spend little time and budget on their marketing communication and brand awareness promotion.[47] For example, Alberto Zanot, in the 2006 FIFA Football World Cup, shared Zinedine Zidane's headbutt against Italy and engaged more than 1.5 million viewers in less than the very first hour. Secondly, it enhances the credibility of messages.[48][49][50][51][52] These trust-based relationships grab the audience's attention, create customers' demand, increase sales and loyalty, or simply drive customers' attitude and behavior.[50][51] In the case of Coke, Millennials changed their mind about the product, from parents' drink to the beverage for teens.[53] It built up Millennials' social needs by 'sharing a Coke' with their friends. This created a deep connection with Gen Y, dramatically increased sales (+11% compared with last year) and market share (+1.6%).[53]

I'm going to add in something that has yet to be said. You CANNOT plan to create a viral piece of content or viral marketing effort. The virality of information and messaging is subject DIRECTLY to the audience and how it sees, understands, shares and promotes this content. The major failing of any and all marketing departments and C-suite executives is that they request a viral video or viral image or viral tweet to help build the brand or promote an event. It. DOESN'T. WORK. YOU. CAN'T. DO. IT. If there were a true formula for creating viral content, it would be worth BILLIONS and only the most successful companies would own the patent on the strategy and methodology. Viral just happens and you thank your stars if it happens for your content or message. Now move along. Real marketing takes hard work and thoughtfulness.
A key objective is engaging digital marketing customers and allowing them to interact with the brand through servicing and delivery of digital media. Information is easy to access at a fast rate through the use of digital communications. Users with access to the Internet can use many digital mediums, such as Facebook, YouTube, Forums, and Email etc. Through Digital communications it creates a multi-communication channel where information can be quickly shared around the world by anyone without any regard to who they are.[28] Social segregation plays no part through social mediums due to lack of face to face communication and information being wide spread instead to a selective audience. This interactive nature allows consumers create conversation in which the targeted audience is able to ask questions about the brand and get familiar with it which traditional forms of Marketing may not offer.[29]
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