Perspectives of Viral Marketing
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This is the presentation of my thesis discussion (presentation time: 5 minutes). It is about the quintessential of the research and study I made, focusing on the concept of viral marketing. Enjoy! (Please note, I'm not explaining concepts since my target audiences are my professors).
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Perspectives of Viral Marketing
- 1. Perspectives of viral marketing among managers: an Internet based assessment Università Master SE 2007 - 2008 della of Science in Lugano, May 26 Communication Svizzera and Economics Italiana ©2007 Master’s Thesis by Veronika Kurucz
- 2. 1 The context of viral marketing I Frameworks I Research Focus I Methodology I Results & Implications Shift in traditional advertising Empowered customers Blogs Social networks Interactivity Viral “Participatory web” Consumer Marketing communities Widgets Web 2.0 Università Master SE 2007 - 2008 della of Science in Lugano, May 26 Communication Svizzera and Economics Italiana ©2007 Master’s Thesis by Veronika Kurucz
- 3. 1 The context of viral marketing I Frameworks I Research Focus I Methodology I Results & Implications A few example: Università Master SE 2007 - 2008 della of Science in Lugano, May 26 Communication Svizzera and Economics Italiana ©2007 Master’s Thesis by Veronika Kurucz
- 4. The context of viral marketing I 2 Frameworks I Research Focus I Methodology I Results & Implications Some explanations from the literature Seth Godin - Unleashing the Ideavirus: “Viral marketing is an ideavirus” Emanuel Rosen said in an exclusive interview related on his book, The Anatomy of Buzz: “I view Viral Marketing as a subset of Buzz Marketing” Malcolm Gladwell - The Tipping Point: “…if there can be epidemics of crime or epidemics of fashion, there must be all kinds of things just as contagious as viruses”. Everett M. Rogers - Di!usion of Innovations: “…he process by which an innovation is communicated through certain channels over time among the members of a social system” Università Master SE 2007 - 2008 della of Science in Lugano, May 26 Communication Svizzera and Economics Italiana ©2007 Master’s Thesis by Veronika Kurucz
- 5. The context of viral marketing I 2 Frameworks I Research Focus I Methodology I Results & Implications Viral Marketing vs. Word of Mouth Marketing VM WOM >> “..implied endorsement from a friend.” (Jurvetson, 1998) x x >> “amplification of initial marketing e!orts” (Thomas, 2004) x x >> activates C2C & consumer-to- marketer communications x x >> online x x >> oquot;ine x x >> delivers product recommendations Not necessarily x Università Master SE 2007 - 2008 della of Science in Lugano, May 26 Communication Svizzera and Economics Italiana ©2007 Master’s Thesis by Veronika Kurucz
- 6. ? The context of viral marketing I Frameworks I 3 Research Focus I Methodology I Results & Implications Viral Marketing - both academic and business literature use it, there are different interpretations with no consistency Questions determining the research focus >> Can we refer to viral marketing as buzz marketing or WOMM? >> What makes an advertising campaign viral? >> Do new technological developments influence whether a product or service can be communicated in a “contagious” way? Università Master SE 2007 - 2008 della of Science in Lugano, May 26 Communication Svizzera and Economics Italiana ©2007 Master’s Thesis by Veronika Kurucz
- 7. The context of viral marketing I Frameworks I Research Focus I 4 Methodology I Results & Implications Internet based discussions Venue: large international online community - >> 7 questions posted >> 71 answers from 52 respondents (24 sent back their data) >> 77% of North America >> 87% male >> 78% of the answerers were from people in executive positions (co-founder, owner, partner, president, head of, entrepreneur etc.) >> 94% manager, some of them at renowned companies marketing department Università Master SE 2007 - 2008 della of Science in Lugano, May 26 Communication Svizzera and Economics Italiana ©2007 Master’s Thesis by Veronika Kurucz
- 8. The context of viral marketing I Frameworks I Research Focus I Methodology I 5 Results & Implications No clear definitions, opinions strengthened what is communicated in business and academic literature: >> viral marketing is a complex phenomenon >> multiply approaches and considerations The most important aspects distinguishing it from other marketing methods: >> the way of influence exerted on consumers >> and the behaviour generated on the recipient of the message >> the context >> the viral agent/”ideavirus” that people will be willing to endorse in their social networks - both online and offline. Università Master SE 2007 - 2008 della of Science in Lugano, May 26 Communication Svizzera and Economics Italiana ©2007 Master’s Thesis by Veronika Kurucz
- 9. The context of viral marketing I Frameworks I Research Focus I Methodology I 5 Results & Implications Future directions: >> focus groups - improving the research design and execution >> content analysis - to elicit a conceptual framework for viral marketing >> conceptualising - examine how the concept of viral marketing relates to other concepts - costumer referrals, consumer communities, opinion leaders…etc. Università Master SE 2007 - 2008 della of Science in Lugano, May 26 Communication Svizzera and Economics Italiana ©2007 Master’s Thesis by Veronika Kurucz
- 10. Perspectives of viral marketing among managers: an Internet based assessment “I read somewhere that everybody on this planet is separated by only six other people.” (John Guare, Six Degrees of Separation) Thank you for your attention! Università Master SE 2007 - 2008 della of Science in Lugano, May 26 Communication Svizzera and Economics Italiana ©2007 Master’s Thesis by Veronika Kurucz