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Viral Marketing

Viral Marketing Campaigns

Here at DTM we are able to help you identify and implement highly relevant and successful viral marketing campaigns. Viral marketing has massive potential and has been used very successfully our the recent few years. It can captivate user imagination and drive huge volumes of traffic to sites as well as being a very powerful brand exercise for advertisers. It is however important that online viral campaigns are planned and executed well, and this will often be in conjunction with an overall campaign that consists of a 'mix' of online and traditional elements. Viral campaigns are most successful when they are closely tied to product and known brand messages. By the nature of how they work, viral marketing campaigns also have the additional effect of targeted link baiting. As infected users spread the news via social networks, blogs and news releases, so the campaign gathers momentum and builds success.

Viral Campaign Identification

Direct Traffic Media's experience and know-how in the user behavior, natural search, search engine optimization, and in particular our viral marketing passion places us in a very strong position to conceptualize viral campaigns for you. We can then work with you implement, seed and spread the "viral infection" to your target user base. In addition, we often identify viral opportunities for our clients; some of which have become very successful.

Viral Marketing Implementation

Viral campaigns take many forms and may be implemented in many different ways. However, the basics are always the same; advertisers wish to reach as many of their 'target' audience as possible with their brand message, often as a means of increasing sales. Our aim at DTM is to implement viral campaigns that are able to grow naturally through word of mouth/email/blog and to make sure that all of the right elements are in place in terms of search.

Authenticity of Viral Campaigns

It is vitally important that all viral campaigns are unique, relevant and believable. It must fit squarely within with the company's brand and product range; and positively enhance the brand.
The Guinness 'Tipping' viral campaign is as an example of a highly effective and successful campaign undertaken by DTM that fitted perfectly with the client's brand message. The Guinness brand message - "Good things come to those who wait" - is central to an online game that is sufficiently difficult that players will take hours to complete the full game. Running viral campaigns within the context of the full media mix is very important and this viral campaign was no different. It was timed to coincide with a major television ad campaign and event, with winners receiving a significant reward after their online "wait". The campaign successfully built upon the Guinness slogan that "it takes 119.5 seconds to pour the perfect pint". 'Tipping' was a significant DTM viral success story, and in a period of just over two weeks the number of unique visitors to the Guinness website increased exponentially by 1,502%!