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ComputerLink articles by Brian Pitre Viral Marketing The phrase "Viral Marketing" means providing valuable information that is compelling enough to get others to pass it on to others, and so on... In other words, Viral Marketing is the positive spread of information over the Internet that should not be mistaken for a destructive computer virus. This type of marketing is an extremely effective way to spread the word about your Web site by getting others to help spread the word. Viral Marketing is a coined phrase that implies that the word of your Web site will be spread in a way similar to how a virus replicates itself. One of the best ways to illustrate viral marketing was the early on success of www.hotmail.com. Hotmail offered a free email account to anyone that desired one. Their business model was made possible by an advertising revenue model that needed a large critical mass of users. One of the most significant ways they attracted users for their free email service was to attach to every message sent by every user a tag line at the end with a simple offer: "Get Your Private, Free Email at http://www.hotmail.com". In fact, this message spread so rapidly that they were able to capture 10 million users in just 15 months at a time when America Online only had 8 million subscribers. That was so powerful that Microsoft purchased the company after only 15 months for $400 million. Each month, I take this column that I write and add a few other interesting tidbits to create an electronic newsletter that is distributed via email. In each issue of this newsletter is deployed the following statement, which acts as an effective method of Viral Marketing: "Dear Readers, Sorry, my newsletter is not free. What I ask is that you do your part by helping someone else on the Internet, whenever possible, by participating in a forum, newsroom, email, etc... or by forwarding this newsletter to a friend. The Internet is for "free" information and that's what makes it so great! The more everyone gives...the more everyone gets! Thank you for your continued interest." The aforementioned viral marketing message has & is producing consistent results with new users signing up each month. The results can be seen usually a few days after each issue is sent. People from all over the country continue to register every month. The Amazon Affiliate program started another effective viral marketing program. Affiliate programs direct the buyers to the Amazon.com web site and the referring affiliate is paid a commission. Now Amazon has a vast number of sites sending buyers through referring sites. Many companies are emulating the affiliate success to their own sites regardless of the fact that there is significant accounting and software requirements needed to support such affiliate programs. Dr. Ralph F. Wilson, E-Commerce Consultant defines the Six Simple Principles of Viral Marketing. He says, "If you understand these, you'll be able to develop and adapt viral marketing strategies for your own company." 1. Gives
away products or services He goes on to say: "Classic viral marketing approaches utilize these six principles. Remember, to be successful, a strategy doesn't need to use all six principles, but the more principles involved, the more powerful the strategy is likely to be." The most widely deployed form of Viral Marketing is probably making sure that your Web site URL or domain name is printed on everything in your business. Statistically, the number one way anyone finds a Web site is seeing its domain name in print. Just think back to the last time you visited a new site - How did you find it? It is a MUST for every business and organization to print their domain name on every business card, letterhead, envelope, product package, invoice, brochure, and advertisement. Be sure to include information of value on your Web site that can be downloaded and passed on to others. Also, make sure to give proper credit to the source of your information. So go ahead… pass this article on to someone else and watch the information spread like a virus… that's Viral Marketing.
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