VIRAL CAMPAING AS AN EFFECTIVE MARKETING PROMOTION INSTRUMENT

The article deals with the use of modern forms of marketing that have been gaining popularity in recent years with significant groups of cyberspace users. The power of viral marketing and viral campaigns is currently gaining momentum, despite the fact that a considerable mass of virtual environment...

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Bibliographic Details
Published in:Marketing Identity 2015, Vol.3 (1/1), p.40-49
Main Authors: Frendlovská, Dagmar, Kusovský, Ondřej
Format: Article
Language:English
Subjects:
Marketing / Advertising
Media studies
Sociology
Theory of Communication
Online Access:Get full text
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Summary:The article deals with the use of modern forms of marketing that have been gaining popularity in recent years with significant groups of cyberspace users. The power of viral marketing and viral campaigns is currently gaining momentum, despite the fact that a considerable mass of virtual environment clients often do not realize that they are part of this form of marketing. The success of viral campaigns can be attributed to well-developed strategy for such a campaign. To outline the functioning of various viral campaigns, we selected four specific campaigns that had already entered the virtual environment. A segmented sample of respondents was to evaluate given campaigns, which resulted in the fact that the viewer is often unaware of what is included. Chapter 3 describes the selected campaigns as follows: Dove Real Beauty Sketches, WestJet Christmas Miracle,Coca Cola Unlock the 007 in You and Save the Children – Most Shocking and Second Day Video. 67.3% of carefully segmented respondents admit that they were willing to continue sharing a successful viral campaign. This proves that the potential of viral marketing is enormous. The theme of viral marketing itself is new and constantly evolving.
ISSN:1339-5726
1339-5726