Publication:

The new on-line marketing medium: viral marketing. Analysis of the field through two case studies

Purpose: This paper synthesizes the emerging literature on viral marketing through the analysis of two case studies and identifies and evaluates important factors that need to be considered when organizing a viral marketing campaign nowadays; the elements used the implemented strategy, the impact and results. The companies to be studied have been successful developing viral marketing strategies even they differ in size, sector and product offered. Literature Review: Definition of traditional word-of-mouth and electronic word-of-mouth is provided, as well as the concept of viral marketing and its advantages and disadvantages. For further knowledge of the topic, the main elements to develop a proper viral marketing campaign are explained as well as the different tactics to follow. Analysis: The analysis is based on two different case studies. On the one hand, ING Direct viral marketing strategies are examined followed by conclusions of its success and impact; and in the other hand the same analysis for Dove is provided. Even the differences in size, sector or target, both companies have something in common: they are successful developing viral marketing strategies. In order to reach more accurate conclusions, a comparative analysis is made between the successful company developing viral marketing strategies (i.e. ING Direct and Dove) with traditional companies not using this methods (i.e. Santander and Nivea). Conclusion: Viral marketing strategies are available to every company. In addition, it is now easier to get a profile on social networks and build more active and peer-to-peer relationships with consumers. Companies like ING Direct or Dove, take advantage of the opportunities that the new technological era provides making use of tools such as the SNSs to support the viral marketing strategies. The effect obtained by the two companies is notorious and their main objectives are satisfactorily achieved. Therefore, today, there is place for viral marketing strategies