DIGITAL MARKETING

Viral advertising
 SESSION OVERVIEW

•Analyse Viral Advertising and identify its

applications in audience engagement and
content creation.
•Present several case studies and review
their implementation in media.
•Critically review the challenges of using
Viral Advertising and possible ethical
implications.
 THE VIRAL STRATEGY

• Viral = “strategies that allow an easier, accelerated, and cost

reduced transmission of messages by creating
environments for self-replicating, exponentially increasing
diffusion, spiritualization, and impact of the message”
(Welker 2002, 4).
 WHY GOING VIRAL?

Marketing is considered “viral” when it reaches the point

where it's being shared by the public at large rather than
just its target audience.
Why Going Viral?
• Cost Effective
• Boosts the Brand Experience
• Non-Invasive

• Must have:
– Timely
– Authentic
– Bold
– Accessible
https://www.tiktok.com/@sinhvienbknam10/video/7143998740649561371?is_copy
_url=1&is_from_webapp=v1&item_id=7143998740649561371&q=1977&t=16691
65819891
https://www.facebook.com/1977vlog
https://www.youtube.com/@1977Vlog
https://www.youtube.com/@1977TrungAnh
https://www.tiktok.com/@1977vlog
IT’S A MATTER OF EMOTIONS…
 INFLUENCER + VIRAL (!!!)

• “Influencer Challenge” on TikTok

 SUMMARY

• Viral marketing mechanisms reveal how

consumers spread information about a
product with other people in their social
networks.
• Viral strategies appeal mostly to informal
channels and drives earned and shared
media.
• Other forms of new media such as live
streaming can add-up for a holistic media
strategy.
DIGITAL MARKETING

RACE FRAMEWORK: REACH + ACT

I N T EG R AT E D D I G I TA L M A R K E T I N G A C T I V I T I ES
DIGITAL MARKETING OBJECTIVES: ‘5SS’
T H E S I X P I L L A R S O F E F F E C T I V E D I G I TA L M A R K E T I N G
RACE FUNNEL
WHAT IS REACH?
REACH AUDIT
 WHAT IS TOFU CONTENT?

ToFu content involves raising

brand awareness and
generating customer
engagement with a high
volume of leads who are not
familiar with your brand.
 CUSTOMER ENGAGEMENT

• What is customer engagement?

Customer engagement is all the ways you interact with customers, both online and
offline.

• In what ways can you engage/interact with customers?

 HOW TO INCREASE CUSTOMER
ENGAGEMENT?

1. Create great customer experience

2. Make brand relatable and meaningful
3. Use push notifications
4. Take advantage of conversational marketing
5. Focus on retention
6. Sharpen your social media marketing
7. Capture hearts and minds with video
WHAT IS ACT?
WHAT IS LEAD GENERATION IN
DIGITAL MARKETING?
 WHAT IS MOFU CONTENT

• It acknowledges and confirms the

prospect’s pain points
It offers evidence of your product or
service’s superiority
It reflects the prospect’s place in the
funnel
 POTENTIAL METRICS

• Examples
• Conversion Rate Customer Acquisition
Cost per
Lead
• Click-Through Rate
• Return an Ad Spend
• Time to Payback
• Customer Retention Rate
 A PPLY TH E CO NTENT M A R K E TI NG M ATR I X
TO A CA M PA IGN O F YO UR CHO ICE
A N D FO L LOW TH E 5 STE PS .

• Step 1: Review how you assess value of different content

types. (Which one have the most value to you?)
• Step 2: Review current use by plotting content formats on grid.
• Step 3: Review competitor use of content types by plotting on
grid.
• Step 4: Brainstorm new types if possible.
• Step 5: Select new content types based on criteria defined in
Step 1.
Present an discuss your matrix in class.