Viral Marketing

Paper Summary:

This paper examines how viral marketing started out as a business-to-consumer tool for mass marketing products, such as music, books, and software and how, today, its use has now spread to other fields. It looks at how the success of hotmail and several other Internet marketers in using this method has led to the use of viral marketing as a popular strategic tool.

From the Paper:

"Though viral marketing is often used as electronic or paper-based pass-it-on promotions, which have been used to market music clubs, phone companies, and even soap, it has the strongest effect if the product can somehow be incorporated into the communication between two people. Indeed, this is the reason why the method has proved so effective in the case of categories such as email, electronic greeting cards such as Blue Mountain, and instant messaging services like ICQ. ICQ, for example, relied purely on motivating existing users to spread the word. But they understood that as much as people may like their service, they wouldn't necessarily go out of their way to promote it."

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