Choose speciality channel:   Choose sector channel:     Search the site

Consumer Research


Viral marketing on the wane

Viral marketing on the wane

Viral marketing efforts have failed to effectively reach the mass audiences advertisers had anticipated.

Despite the growing popularity of such social media sites as MySpace and You Tube, viral marketing campaigns are consistently proving ineffective in delivering and sustaining a brand over time, due mainly to misdirected tactics.

These findings are outlined in a new report published by JupiterResearch, "Viral Marketing: Bringing the Message to the Masses", and indicate only 15 percent achieved the goal of prompting consumers to promote their messages for them in the past year.

Although targeting influential users was the most popular technique to stimulate viral behaviour, viral marketers plan to decrease use of this tactic by 55 per cent within the next year.

While social media sites eliciting user generated content would seem to provide a perfect vehicle for viral marketing campaigns, those initiating the campaigns must dig deeper to understand the tendencies of the appropriate audiences.

Analyst at JupiterResearch, Emily Riley, said, "Viral marketers often send one campaign to all influentials.

"Different influential groups not only respond very differently to advertising campaigns, but also influence others in very different ways."

Relatively older online users are actually more likely than are relatively younger users to forward advertising messages to friends or tell friends about ads.

Although young audiences show increased use of social sites, relatively older audiences show increased use of e-mail, watch some video, and should be absolutely incorporated into viral marketing campaigns-especially because they are the traditional target audiences for brands or products.

President of JupiterResearch, David Schatsky, added, "There are definitely pitfalls associated with the social networking sites.

“While these sites may appear to be the most effective manner of delivering a message regardless of brand appropriateness, by failing to truly understand the audience, viral marketers stand to alienate as many consumers as they interest.

He concluded, “Advertisers should be cognizant of the fact that attempts to reach outside their brand images or target demographics and only end up looking like they are trying too hard."

viagra discounts coupons read viagra coupons printable
discount prescriptions coupons printable coupons for cialis
low cost abortion clinics link houston abortion clinic
side effects of abortion pill abortion clinics in indianapolis
bystolic generic generic for bystolic
bystolic forest patient assistance
the day after pill abortion clinics in dallas tx
how much is the abortion pill in clinic abortion abortion services
abortion clinics houston how to get an abortion how does the abortion pill work
manufacturer coupons for prescription drugs coupons for cialis 2016
cialis manufacturer coupon 2016 free cialis coupon 2016 cialis coupon card
free cialis coupon coupon for prescriptions
priligy hinta priligy 60 mg priligy 60 mg
duphaston duphaston duphaston forum
metoprolol pro medicin metoprololsuccinat hexal 50 mg metoprololtartrat
what is abortion pill abortion pill procedures how do abortion pill work
amoxicillin dermani haqqinda amoxicillin 500 mg amoxicillin 1000 mg
cialis coupons printable cialis manufacturer coupon 2016
will naltrexone show on a drug test naltrexone reviews alcoholism
what is vivitrol used for injection to stop drinking alcohol naltrexone implant locations
risperidon ja alkoholi risperidon 2 mg risperidon xtc

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.