Viral marketing, the electronic equivalent of word-of-mouth marketing, is one of the most sought-after marketing strategies in the world today. It has proved to be a powerful weapon for marketers striving to catch the attention of consumers, who have become immune to traditional advertising due to constant exposure to numerous commercial messages every day. Viral Marketing helps break barriers to advertisements seen by consumers and aids in developing a relationship between brands and its customers. As it spreads the sales message with minimal budget and maximum effect, it has come to be accepted as one of the most time and cost-efficient modes of communication for a marketer. Today, free web space, free newsletter, free e-mail courses or workshops, free software, free e-mail accounts, funny video clips, etc., have become common viral marketing techniques. This book sheds light on the benefits, challenges and key factors of success for viral marketing and also details certain strategies and models of viral marketing. A section devoted to case studies discusses the future potential of viral marketing as also the ethical issues involved in the use of viral tactics.
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