|The Rise of Viral marketing
Justin is starting his speech with some reasons why advertising doesn’t work like it did in the past.
…Talking about the most popular formats
Justin points out that the videoclip is the most popular and interesting format. For its ability to engage people proactively in the real world and not just online.
Should be part of a process in the marketing mix – not just an event!
What do we have to consider when we plan a viral campaign
• Campaign relevance
• Entertainment value
• Brand risk assessment
The DMC working process
In this order:
• Concept production
• Accelerated seeding
• Tracking, reporting, qualitative analysis
• Ongoing tactive initiatives
And again: viral marketing is a process, not an event.