Mobile devices as personal communication tools are used as platforms for viral marketing within existing social networks. How to use social media, online video, mobile applications, blogs, newsjacking, and viral marketing to reach buyers directly, 6th edition read an excerpt chapter 1 pdf index pdf excerpt 3. The effect of viral marketing on y generations purchasing behavior. Pdf extending tpb and tam to mobile viral marketing chris. The outcome of the chapter is a description model including. Although seen as an important issue from the viewpoint of practitioners there has been little research on the phenomenon so far. Born from a need to combat huge target cynicism the insight was that people reject things pushed at. Gaining traction by the whole facebook development kickoff in 2007, the viral factor is nothing but a number from 0.
Pdf mobile wordofmouth a grounded theory of mobile. Exploring the concept of mobile viral marketing through case study. The authors analyze a threestage model of consumer referral behavior via mobile devices in a field study of a firmcreated mobile viral marketing campaign. It offers a stepbystep action plan for harnessing the power. Consumer decisionmaking processes in mobile viral marketing.
Mobile marketing is the art of marketing your business to appeal to mobile device users. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the next big thing. Drawing on the theory of reasoned action, information adoption model and technology acceptance model, the purpose of this paper is to examine the effect of viral marketing on purchase intentions of mobile applications users in iran. The influence factors towards mobile advertising message content on. Strategic analysis of mobile viral marketing through a. International wordofmouth marketing conference amsterdam, 1011 may, 2007 mobile viral marketing basics and status dietmar g. The evolution of viral marketing to improve business communication. Viral marketing assumes that as each new user starts using the service or product, the. The spread of an effective viral marketing campaign is akin to an epidemic outbreak of a virus, limited only by the potency and relevance of the marketing message. Viral marketing and content forwarding on social media core. How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly download epub the new rules of marketing pr.
When done right, mobile marketing provides customers or potential customers using smartphones with personalized, time and locationsensitive information so that they can get what they need exactly when they need it, even if theyre on the go. David meerman scotts marketing bible has become a modern day business classic. Mobile technology is all about customization and personalization, which means mobile marketing is, too. This is the book every ambitious, forwardthinking, progressive marketer or publicist has at the front of their shelf. In this introduction to online marketing, we tried to explain all these digital marketing channels in the most elaborative manner possible. Pdf exploring the concept of mobile viral marketing through. Here are just a few examples of various companies who made the most of their mobile marketing campaigns. Your takeaway how viral marketing spreads your ideas for free. Wiedemann mobile commerce working group chair of business informatics and systems engineering university of augsburg universitaetsstrasse 16, 86159 augsburg, germany tel. A prior study showed that mobile viral marketing is an important issue of mobile marketing. Mobile viral marketing has a tremendous potential for communication and distribution purposes. Some would consider this whole viral phenomenon, the most useful type of metrics in the past few years of social software. Sep 19, 2015 it also talks about search engine marketing in a fragmented business environment by presenting the case of scala inc. Find out what article marketing is all about, and learn specific tips for getting the most out of your article production efforts, in this free 10page pdf download called traffic building with article marketing.
Request pdf consumer decisionmaking processes in mobile viral marketing campaigns the high penetration of cell phones in todays global environment. Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use preexisting social networks to produce increases in brand awareness or to achieve other marketing objectives such as product sales through self viral processes, analogous to. The findings suggest that consumers who place high importance on the purposive value and entertainment value of a message are likely to enter the interest and referral stages. How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. So, which companies have used viral marketing to spread their brand to the masses. Monitoring the blogosphere for viral eruptions creating a world wide rave. The new rules of viral marketing david meerman scott. A concept for distribution or communication that relies on customers to transmit content via. How to use social media, online video, mobile applications, blogs, news releases. Researchers have studied viral marketing from different perspectives, but little emphasis has been given to the unique characteristic of mobile communication as a platform for viral marketing. It also talks about search engine marketing in a fragmented business environment by presenting the case of scala inc. Mobile marketing is a broad concept which brings together all marketing campaigns and actions focused exclusively on mobile platforms i. Viral marketing assumes that as each new user starts using the.
This paper represents a first step in filling this void. Applications, blogs, news releases, and viral marketing to reach buyers directly pdf, make sure you refer to the link listed below and download the file or have accessibility to other information that are relevant to the new rules of marketing pr. For the firms that develop mobile applications particularly in irans app market, increasing sales requires exploiting social media viral marketing to effectively change potential customers perceptions about usefulness and ease of use of their products. Mobile viral marketing standard types motivated evangelism. Moreover, the adoption of permission based marketing concept in viral marketing. Creating successful mobile viral marketing strategies. Mobile wordofmouth a grounded theory of mobile viral marketing. Learn vocabulary, terms, and more with flashcards, games, and other study tools.
Viral marketing is a powerful tool that can spread the message of a company or product to a broad range of people in a short period of time. Scott gives great examples of the techniques he recommends. We examine 34 case studies in order to identify relevant characteristics of mobile viral marketing. The rule states that the top twenty percent of the products account for 80 percent of. An exploratory study on american young consumers mobile viral marketing attitude, intent and behavior. The high penetration of cell phones in todays global environment offers a wide range of promising mobile marketing activities, including mobile viral marketing campaigns. The new rules of marketing and pr the convergence of marketing and pr on the web chapter 3. Internet advertising or marketing that spreads exponentially whenever a new user is added. Subsequently, the relevant theory about viral marketing was explored, to have a. Reaching your buyers directly the right marketing in a wired world let the world know about your expertise develop information your buyers want to consume big birge plumbing company grows business in a competitive market buyer personas. The entire business model is based on file sharing. Research on mobile viral marketing is relatively unexplored because most research in the field of mobile marketing analyzes marketing activities such as mobile couponing dickinger and kleijnen, 2008, reichhart et al. Viral marketing refers to a technique in marketing a product or a service where users help in spreading the advertisers message to other websites or the users create a scenario which can lead to multifold growth. Redbox ran a 10day long marketing campaign that required customers to send a text message with the word deals to 727272.
Step 1 create mobile buyer personas understanding your audience is the first step to any marketing strategy, and buyer personas are a valuable tool to aid in that understanding. Pdf consumers attitude towards viral marketing in pakistan. A concept for distribution or communication that relies on customers to transmit content via mobile communication techniques and mobile devices to other potential customers in their social spheres and to animate these contacts to also transmit the content. Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. One of the main objectives pursued by viral marketing is the search for. Mobile communication, in particular, offers greater potential in the utilization of this wordofmouth phenomenon as a marketing tool.
Pdf extending tpb and tam to mobile viral marketing. They offered free email to the masses, and simply attached a signature at the bottom of each email message that promoted their. Reaching buyers wherever they are join the revolution make your site mobile friendly build your audience via mobile. The international bestsellernow in a new edition when it comes to marketing, anything goes in the digital age, right.
It can be delivered by word of mouth or enhanced by the network effects of the internet and mobile networks. While viral marketing is often spread through social. Viral marketing is nothing more than a strategy that you can use to get people to promote your app or any other product via their existing social networks. Using a multicase study research approach, we introduce a typology of four standard types of mobile viral marketing and extract eight success factors for this new form of marketing. How a viral marketing campaign works building and setting a viral marketing campaign into motion is basically creating content so engaging and so relevant that people cant help but. The benchmark guide to marketing and pr, updated with the latest social media and marketing trends, tools, and realworld examples of success. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another. The outcome is a grounded theory of mobile viral marketing with respect to the consumer and his social network, decomposing the mobile viral effect and identifying the determinants of reception, usage, and forwarding of mobile viral content. This chapter introduces the concept of mobile viral marketing as an innovative marketing tool. And dont forget to bookmark this page, as more updates and additional viral marketing resources will be added in the near future. The focus of this paper is viral marketing the process of creating, receiving, according to which the passing on of viral marketing messages depends on consumers, category, company, content. Davids popular blog, advisory work with fastgrowing companies, and hundreds of speaking engagements around the world give him a singular perspective on how. Mobile wordofmouth a grounded theory of mobile viral. Hotmailhotmail is one of the most classic examples of successful viral marketing.
Viral in literal sense means anything which spreads fast across users. The popularity of the internet, social media, and mobile computing has. The dynamics of viral marketing 3 of the long tail indicates that niche products with low sales are contributing signi. Although there is some evidence on the usefulness of mobile viral marketing from the marketers perspective, little is known about the motivations, attitudes, and behaviors of consumers engaged in this marketing instrument. Pdf exploring the concept of mobile viral marketing. His books open peoples eyes to the new realities of sales, marketing, and public relations. How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly scott, david meerman on. Research article mobile wordofmouth a grounded theory of. The outcome is a grounded theory of mobile viral marketing with respect to the consumer and his social network, decomposing the mobile viral effect and identifying the determinants of reception. However, the success of these campaigns, which remains unexplored, depends on the consumers willingness to actively forward the advertisements that they receive to acquaintances, e. Seo, social media, paid advertising, email marketing along with mobile marketing and web analytics are the pillars while making an introduction to digital marketing.
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