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Old 8th February 2009, 11:35 PM   #11
BarryGrant77's Avatar

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First of all, i think, we should define what exactly WOM means and what kind of different strategies there exist.

For me a successfull Viral campaign seeds a lot of information but never gives the full answer. From each information you provide further information.

E.g: The movie A.I from Steven Spielberg. There was a female actor (Jeanine Salla) on a trailer who didn't exist ....

You can read the whole article here: marketleap.com/report/ml_report_05.htm

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Old 10th February 2009, 03:05 PM   #12
David Tandet

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Location: Southern California
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Default Definitions . . .

A vote for the idea that word of mouth is not the same as viral, but the oldest form of viral. He's covering all his bases! Regardless - an interesting read:

Writing That Drives Sales
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Old 12th February 2009, 01:53 PM   #13

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In my opinion, viral marketing creates word of mouth...it isn't word of mouth.

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Old 16th February 2009, 04:21 AM   #14

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Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. The basic form of viral marketing is not infinitely sustainable.

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Old 16th February 2009, 06:05 AM   #15
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Trying to state the clear difference between viral marketing and WOM is not an easy. Both are an act of sharing that comes from customers finding value in something. I use both phrases myself the word of mouth marketing and viral marketing.

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Old 20th February 2009, 10:16 PM   #16
Ryan McKinney

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Location: Augusta GA
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Default VM vs. WOM

Personally, I think they are different. However, only relative to the effort involved. Both VM and WOM are spread by people that are happy about something or really unhappy about something.

Word of Mouth takes a gallant effort to spread the word.
"Hi Jane. My friend just opened a purple horse store. Would you like to go to it?"

Viral Marketing takes less effort (if any) because the subject matter is fascinating and irresistible to spread to friends and family. Because of how quickly it spreads, the control factor is in the toilet. As all of you know, many companies do their best to "find" that next viral campaign only to have it backfire.

Creating something that is irresistible to talk about can be difficult. I have had some success when I:
  • Define My Target Audience
  • Define My Target Market
  • Make sure these are both the same or at least enough to make the campaign viable
  • Find two polar points within the Target
  • Pick a side and
  • Then... challenge the other sides beliefs and/or behaviors

Any Thoughts?

Last edited by Ryan McKinney; 20th February 2009 at 10:19 PM.
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Old 4th February 2010, 08:27 PM   #17

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In contrary to the statement of thejenn, I think that both of them are the same. Viral marketing is also done offline and there is where it originated actually. The only difference is that the word of mouth is only a part of viral marketing in my opinion. Viral marketing, in some ways are done in text and manually while word of mouth is done through conversations and information passed by the sender to the receiver.

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