Viral Marketing Part 3

I "Stumbled Upon" this image somewhere out in cyberspace. How funny is this?

My recent posts Viral Marketing-Part 1 and Viral Marketing-Part 2 talk about the impact that this type of marketing has on the way information is spread. Then a report came out from Jupiter Research saying how viral marketing is not working anymore. So miserable were the reported results of targeted viral campaigns that "only 15% of viral campaigns in the past year achieved the goal of prompting consumers to promote the marketer's message."

The report laid out the demographics most likely to spread messages, the impact of social media, and a host of other factors that contribute to viral marketing and why it isn't working.

HOLD ON A MINUTE HERE!

This isn't what viral marketing is all about. Viral marketing happens all on it's own. You can't force it. Like Seth Godin says: "True viral marketing happens not when the marketer plans for it or targets bloggers or skateboarders or pirates with goatees, but when the item/service/event is worth talking about." AND, it's going to happen whether you want it to or not. South Carolina's Miss Teen contestant is a prime example with over 14 million views during the past several weeks. Given that kind of exposure, I'm sure she's wanting a "do-over." There was no marketing, no strategic planning, it just happened and people spread the message.

But these are the consequences of something that goes "viral." Those who know the story behind the "Star Wars Kid" understand what I am talking about.

Don't try and take shortcuts in marketing. Market to people that are listening and are fans of your product or service. Make you message extraordinary and people will listen. Identify what you do and your unique selling point and you will do more good than trying to force people to talk about you.