Viral marketing on the Internet
Internet marketing has many different tools for increasing sales of goods or services. Some of them are legal, others are not. And there are advertising methods that balance on the verge of. What is better – to break the law, and conduct an effective advertising campaign, or stick to the rules, but not get the expected return from marketing? This choice comes from many e-commerce people.
But few know about viral marketing – a whole group of effective advertising methods, both completely legal and violating the law. Let’s try to deal with these tools …
This marketing technique is very popular abroad, but domestic advertisers for some reason bypass it. What is it? Let’s look at a simple example. What is better for a company selling computers – to advertise their products in newspapers, relying on regular customers, or to develop an affiliate program, distributing information about it among professional computer scientists? At first glance, traditional advertising is much more effective – the cost of each potential buyer is much less. But if you think a little … Do you know how most of those who do not understand them buy computers? That’s right, go to a familiar geek. And where will this same geek lead them? Yes, there, where he himself can earn some money. That is, it turns out that although each attracted “leader” and “cost” is more expensive than a potential buyer, he will be able to bring a whole group of clients behind him. So what’s better? So it turns out that the “opinion leaders” marketing method is very effective, but, unfortunately, is little known in our country.
Many people miscalculate the effectiveness of online advertising.
Want so many customers?
By the way, here is the information on the note to all computer companies. Placing an advertisement of their goods on the Internet, many people often become disillusioned with it – the “cost” of each client who learned about you from the Network is quite large. But why no one takes into account the number of people who came to buy on the advice of computer friends who saw the company’s advertising on the Internet? Think a little? You are mistaken. Among the audience of the global network, the percentage of professionals is very high, so even an ineffective, at first glance, advertising can bring tangible benefits.
Friends will help
In principle, this method of attracting customers is similar to the previous one. Suffice it to offer people a gift for bringing a certain number of customers. The main difference here is that only ordinary people and non-professionals will advertise the product among their friends for the sake of some souvenirs. So the return on this technique is much less. Moreover, in Russia to attract a dozen customers is very difficult. It is easy to find other “freeloaders”, but people who are ready to pay money … And this leads to the fact that in search of potential clients, “friends” are beginning to use the most diverse, including illegal methods, for example SPAM \\ ‘ohm. And this is “not good.”
For free and sweet vinegar
It is unlikely that it will be possible to use “freebies” in our country to attract customers. It is quite simple to use people’s attraction to freebies. Offer your website visitors a free cap with your company logo. I guarantee that from those who wish there will be no end. As a result, people who received a “free” cap and went outside into it would advertise your company for free. But, as practice shows, this method is not very suitable for our country. First, it is very expensive. Calculate, for example, how much will it cost you 10 thousand caps with a logo? Are you ready to give that kind of money for a “freebie”? The second reason for the inefficiency of this marketing method is extremely low returns. Perhaps the fault here, as is now fashionable to say, is the Russian mentality. An American, seeing a baseball cap with the logo of a company on the head of his acquaintance, will first ask what the advertised company is doing. In our country, the dialogue in a similar situation will sound something like this:
– Oh, what a baseball cap! Where did you get it from?
– On one site “for free” give.
– Seriously? Come on, give the address …
The difference, I think everyone understands.
How about profits?
Well, and finally we will consider one of the illegal methods related to viral marketing. We are talking about “send Cossacks.” The principle of operation is very simple. The company employs several people who are very actively communicating on the Internet (in chat rooms, forums, via ICQ and so on). Their tasks will include the search for potential customers and their “processing”. Here is how it is done. First, we start talking about the merits and demerits of a particular type of product. And gradually, as the discussion goes, the “Cossack” slowly begins to “push” his employer, telling everyone what a wonderful service there is, and the choice is great, and the prices are generally ridiculous. If a person will adhere to such a strategy and act pondema