Thursday, March 24, 2011
Viral Marketing Sensations
We have all seen many examples of viral marketing success. The dove campaign with the chick putting on make up and T-mobile with the flash mob signing if thats what its called. I have always felt like these videos are definitely a great success for these comapnies at minimal cost but do the millions and millions of views actually turn into noticble profit gains? I never really though about it until I saw that T-Mobile had one of the most successful viral marketing campaings ever and if you haven't seen the news lately they are about to be bought by ATT. Now I am sure that there were many other problems affecting the company internaly and extarnaly but if that was one of the most successful viral campaigns ever then why are they being bought a little over a year later? So how exactly does viral succs translate? I mean maybe I'm alonet here but I have seen where the hell is Matt video a couple of times but I never think about purchasing stride gum because of it. Viral marketing is not free either. It still takes alot of time and money but in most cases less money.Still its a hefty investment. The one question I would ask is whether or not that money could be more benifical to the bottom line if spent elsewhere?
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I agree with you on the fact that we do not really know if a successful social media campaign will have some positive consequences for the company’s benefits. This is the same problem that we discussed in class: how to measure the effects of a campaign. We do not have the answer to the question as well as for the social media and for a traditional media campaign. The target can actually get the message of the company, can like even love the campaign but that does not mean they will buy the product. But at least, they will know it.
ReplyDeleteI think that another down fall of viral marketing sensations is that they are just fun and easy to enjoy. I have seen the "where the hell is matt" video and I was not entirely sure of the point they were trying to get across. I thought video was entertaining and I showed it to my friends, but they too thought it was just a funny video, not that it actually represented something. Viral marketing could be a huge success if the company creating the campaign makes the point of the message clear.
ReplyDeleteThere is really no way to track the success of a viral video or any marketing campaign really. Not the exact profit it turns anyway. But I believe that there is some benefit to the viral videos...it worked on you becuase you are blogging about it and that leads to other reading it. I have not seen the first two videos that you wrote about and since you found them interesting this makes me what to see them. I agree with you though, just becuse I find a video interesting or funny does not mean that I am going to out and purchase the product because of it. But I think for the cost of a video compared to the cost of other marketing campaigns that it would be worth a shot for any company.
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