Viral Marketing Is King!
The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create viral messages that appeal to this segment of the population and have a high probability of being taken by another competitor.
The term “viral marketing” has also been used pejoratively to refer to stealth marketing campaigns—the unscrupulous use of astroturfing on-line combined with undermarket advertising in shopping centers to create the impression of spontaneous word of mouth enthusiasm.
Ahh…The IMPRESSION of word of mouth!
But, does viral marketing really work?
From Billboard, here is the list of the Top Ten “Viral” Artists of 2010 (and the number of streams each garnered).
1. Justin Bieber: 1,071,022,618
2. Lady Gaga: 878,963,098
3. Eminem: 709,772,549
4. Rihanna: 521,468,879
5. Shakira: 404,118,932
6. Black Eyed Peas: 345,090,199
7. Miley Cyrus: 323,186,543
8. Taylor Swift: 241,860,978
9. Linkin Park: 186,235,206
10. David Guetta: 178,714,947
Pretty grass roots bunch there, eh?