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On ViralMarketingand thePervasiveWeb
EC930 Term Paper
Hyder Soud A. M - 0639036
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CONTENTS
1.0 Introduction.......................................................................................................................21.1 Drivers...........................................................................................................................32.0 Case Studies.......................................................................................................................52.1 Hotmail..........................................................................................................................52.2 Gmail..............................................................................................................................62.3 Proctor & Gamble.........................................................................................................72.4 Nintendo........................................................................................................................93.0 Consumer Tracking........................................................................................................104.0 Analysis and Implications.............................................................................................115.0 Conclusion.......................................................................................................................13Bibliography..........................................................................................................................15
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Word of Mouse:
On Viral Marketing and the Pervasive Web
1.0 INTRODUCTION
Viral marketing in its raw form is perhaps intrinsically as old as the humancivilisation. But what exactly is viral marketing? In summary, it involves all thetechniques that take advantage of existing social networks to create some awarenessof a product or service. The Wikipedia gives a more succinct definition whereby itrefers
to “word of mouth delivered and enhanced online”
and the harnessing of thenetworked nature of the internet to
“exploit pre-existing social networks”
to
produce “anexponential increase”
in brand awareness.
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In essence -: viral marketing = word of mouth + internet technologiesThe increasing pervasiveness of the web and related internet technologies has brought about disruptive shifts not only in the production and consumption cycles but also in the paradigms that try to explain such cycles. Firms not only look at theweb and its related technologies as markets but they also leverage on the socialstructures that surround such technologies to learn more about their customers. Inaddition firms tend to take advantage of the relationships they form with theircustomers to promote their products or services.
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http://en.wikipedia.org/wiki/Viral_marketing1/5/2007
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