VIRAL MARKETING :: Simply Jimmy D :: Breakin' News or Breakin' Balls: It's all the same to me!

jimmyd _writes "Word-of-mouth is often called 'viral marketing' amongst savvy marketing gurus. It was big-time popular during the early days of the internet boom, but went into remission when the bubble burst. But now it's come back bigger than ever.

The concept of 'viral marketing' is simple: people will tell other people about things that interest them and things they like. Today, marketers are building their whole campaigns around this word-of-mouth phenomenon, and the web is the place to find those consumers who will carry a message, or a product, to many.

They call these people 'influentials,' and 'connectors,' and a handful of them can reach thousands and thousands of consumers in a target group. Electronic game companies are using the web and its 'viral marketing' capabilities to great success. Even old-line firms like Proctor and Gamble and PepsiCo are turning to 'viral marketing.'

Why? Because traditional advertising just isn't cutting it like it used to. Experts liken it to a big net that's cast so wide, it catches all kinds of fish, but not necessarily the fish they hope to catch. That means a lot of advertising money is wasted.

Research firms estimate that 1 in 10 consumers hold great influence over the balance of consumers, and these are the people that 'viral marketers' hope to reach. Marketing firms using 'viral marketing' techniques employ net-savvy people to comb through select message board threads looking for users who seem to have the most influence over others. These people are then extended offers and information about a company's products or services in hopes that they'll influence others to purchase those products or services.

Adult companies who hope to gain an edge could and certainly should adopt 'viral marketing' strategies to help brand their products. Message boards like R.A.M.E and some web sites would be perfect places to find those 'influentials' who can help sway product recognition and product sales in a positive way. This business is more competitive than ever, and it's not enough to simply have what you might think is a better product to gain a competitive edge. Seth Godin, author of "Unleashing the Idea Virus," says the concept is about producing something remarkable to begin with, and then letting the idea virus take over from there. Seth said this about one fairly recent, wildly successful company, "Krispy Kreme is an idea virus even though it's a doughnut." Food for thought, no pun intended.

And just so you know, I didn't make this shit up. I condensed and bastardized it from a recent article in 'Investor's Business Daily' and I'd be happy to share the original piece with anyone who would like to read it. And while my jaded self might believe most of the old-school companies in this business aren't going to be too interested in what I'm saying here, some of you new companies just starting up might take heed. You need an edge, and it's going to take more than just making a better, nastier, harder-core, or even mainstream-like, piece of smut.

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