Viral Marketing

The document discusses viral marketing, which is defined as encouraging individuals to share a marketing message with others to create exponential growth in exposure. It notes that word-of-mouth recommendations carry more weight than advertising. Viral marketing uses techniques like incentives, puzzles, and pass-along messages in emails and social media to encourage sharing. Examples like Hotmail and Cadbury's gorilla video campaign showed viral marketing's power in rapidly growing audience and boosting sales at low cost. However, brands lose some control over messaging as it spreads online.