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a user-friendly viral approach to each online mar-
keting campaigns it wishes to undertake.
which, without research, would otherwise have
remained hidden.
Secondly, keeping it light hearted and upbeat
is important. Branded content, or “advertainment”
as it has been named, is one of the ways in which
brands can aim to utilize social networks to create
an interactive medium with which to communicate
and intermingle with the target market (Kirby,
2004). This branded content includes entertain-
ment media such as video trailers, logos and rap
songs (Beeching, 2006). Branded content involves
creating entertainment that inspires interaction
and involvement to encourage social network-
ers to pass them on and post them, rather than
a company merely creating an online banner or
television advertisement (Saunders, 2006). Ac-
cording to the respondents of the survey, almost all
(87%) felt entertainment was crucial, while 60%
of respondents say that the element of surprise
(shock value) is also important in inducing them
to talk about a product.
Similarly, a study by Phelps
et al
(2004) stated
that marketers should focus on the desires for fun,
entertainment and social connections to attract the
attention of such users. It is these attributes that
are seen to be the most appropriate when it comes
to attracting the attention of consumers as well
as leading them towards viral marketing, in the
sense that they inevitably feel the need to pass on
the message to fellow peers and hence transfer the
communication. Another key consideration cen-
tres on the form of this communication - it would
appear that consumers do not relate this kind of
'advertising' to common mass media advertising
(Rodgers & Thorson, 2000). This aspect allows
consumers to participate in the adverts without the
feeling that they are being manipulated or coaxed
into a purchasing decision, which is far more ef-
fective than 'forced' traditional advertising.
Whilst the “wow” factor is a necessary compo-
nent of advertainment, brand consistency should
be upheld. In this respect, companies should
release online viral material that retains brand
and campaign themes thus providing an ever
Characteristics of Success
in Viral Marketing
In this new technological era it seems the mar-
ketplace has become a conversation. In particular,
a conversation controlled by the consumer. The
structured world of the past, where consumers were
viewed as being passive and attentive, no longer
exists. Consumers are now more knowledgeable
as the communication environment in which they
exist has been changed and enriched (Vilpponen
et al
, 2006). Consumers can post reviews about
a product or brand in minutes and theses views
can be accessed by millions all over the world
with ease. This has created a shift in balance of
power over brand perceptions from the respec-
tive companies to the consumer. Brands will be
built by the WOM created by consumers as they
collect information from a myriad of sources.
This has been labelled as the world of “mosaic
marketing' in which consumers are calling the
shots (Runnacles, 2006).
Due to the clutter of marketing messages in the
media world, marketers now need to develop new
ways of interacting with consumers and engaging
them in order to break through. But how do you
obtain the edge in an over-saturated market that
is being bombarded by mass media?
Firstly, in-depth research needs to be conducted
to gain a full understanding of the target market
(Smith, 2006). Once a greater understanding has
been realised, then messages relating to “basic
human motivations” (Porter & Golan, 2006)
should be directed towards the consumer market
while still incorporating a personal approach
appropriate with the information gathered in the
earlier research. One of the major promotion
and communication techniques that drive online
viral marketing is the use of incentives such as
the opportunity to win a prize (Angela Banks,
Unilever). There may be other major drawcards
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