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    Viral Advertising: Digital Marketing

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    Nguyen Tra My
    The document discusses digital marketing strategies like viral advertising and customer engagement. It defines viral marketing as strategies that allow cost-effective and exponential transmission of messages. Case studies of viral videos on platforms like TikTok and YouTube are presented. Effective viral content is described as timely, authentic, bold and accessible. Customer engagement involves all ways of interacting with customers online and offline. Strategies to increase engagement include creating great experiences, using social media, video and push notifications. The document also discusses concepts like lead generation, ToFu and MoFu content targeting different customer stages in the buying funnel. Metrics like conversion rate, CAC and customer retention are presented for measuring digital marketing effectiveness.

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    © All Rights Reserved
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    Viral Advertising: Digital Marketing

    Uploaded by

    Nguyen Tra My
    22 views30 pages
    The document discusses digital marketing strategies like viral advertising and customer engagement. It defines viral marketing as strategies that allow cost-effective and exponential transmission of messages. Case studies of viral videos on platforms like TikTok and YouTube are presented. Effective viral content is described as timely, authentic, bold and accessible. Customer engagement involves all ways of interacting with customers online and offline. Strategies to increase engagement include creating great experiences, using social media, video and push notifications. The document also discusses concepts like lead generation, ToFu and MoFu content targeting different customer stages in the buying funnel. Metrics like conversion rate, CAC and customer retention are presented for measuring digital marketing effectiveness.

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    The document discusses digital marketing strategies like viral advertising and customer engagement. It defines viral marketing as strategies that allow cost-effective and exponential transmission of messages. Case studies of viral videos on platforms like TikTok and YouTube are presented. Effective viral content is described as timely, authentic, bold and accessible. Customer engagement involves all ways of interacting with customers online and offline. Strategies to increase engagement include creating great experiences, using social media, video and push notifications. The document also discusses concepts like lead generation, ToFu and MoFu content targeting different customer stages in the buying funnel. Metrics like conversion rate, CAC and customer retention are presented for measuring digital marketing effectiveness.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    22 views30 pages

    Viral Advertising: Digital Marketing

    Uploaded by

    Nguyen Tra My
    The document discusses digital marketing strategies like viral advertising and customer engagement. It defines viral marketing as strategies that allow cost-effective and exponential transmission of messages. Case studies of viral videos on platforms like TikTok and YouTube are presented. Effective viral content is described as timely, authentic, bold and accessible. Customer engagement involves all ways of interacting with customers online and offline. Strategies to increase engagement include creating great experiences, using social media, video and push notifications. The document also discusses concepts like lead generation, ToFu and MoFu content targeting different customer stages in the buying funnel. Metrics like conversion rate, CAC and customer retention are presented for measuring digital marketing effectiveness.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 30

    DIGITAL MARKETING

    Viral advertising
    SESSION OVERVIEW

    •Analyse Viral Advertising and identify its


    applications in audience engagement and
    content creation.
    •Present several case studies and review
    their implementation in media.
    •Critically review the challenges of using
    Viral Advertising and possible ethical
    implications.
    THE VIRAL STRATEGY

    • Viral = “strategies that allow an easier, accelerated, and cost


    reduced transmission of messages by creating
    environments for self-replicating, exponentially increasing
    diffusion, spiritualization, and impact of the message”
    (Welker 2002, 4).
    WHY GOING VIRAL?

    Marketing is considered “viral” when it reaches the point


    where it's being shared by the public at large rather than
    just its target audience.
    Why Going Viral?
    • Cost Effective
    • Boosts the Brand Experience
    • Non-Invasive

    • Must have:
    – Timely
    – Authentic
    – Bold
    – Accessible
    https://www.tiktok.com/@sinhvienbknam10/video/7143998740649561371?is_copy
    _url=1&is_from_webapp=v1&item_id=7143998740649561371&q=1977&t=16691
    65819891
    https://www.facebook.com/1977vlog
    https://www.youtube.com/@1977Vlog
    https://www.youtube.com/@1977TrungAnh
    https://www.tiktok.com/@1977vlog
    IT’S A MATTER OF EMOTIONS…
    INFLUENCER + VIRAL (!!!)

    • “Influencer Challenge” on TikTok


    SUMMARY

    • Viral marketing mechanisms reveal how


    consumers spread information about a
    product with other people in their social
    networks.
    • Viral strategies appeal mostly to informal
    channels and drives earned and shared
    media.
    • Other forms of new media such as live
    streaming can add-up for a holistic media
    strategy.
    DIGITAL MARKETING

    RACE FRAMEWORK: REACH + ACT


    I N T EG R AT E D D I G I TA L M A R K E T I N G A C T I V I T I ES
    DIGITAL MARKETING OBJECTIVES: ‘5SS’
    T H E S I X P I L L A R S O F E F F E C T I V E D I G I TA L M A R K E T I N G
    RACE FUNNEL
    WHAT IS REACH?
    REACH AUDIT
    WHAT IS TOFU CONTENT?

    ToFu content involves raising


    brand awareness and
    generating customer
    engagement with a high
    volume of leads who are not
    familiar with your brand.
    CUSTOMER ENGAGEMENT

    • What is customer engagement?


    Customer engagement is all the ways you interact with customers, both online and
    offline.

    • In what ways can you engage/interact with customers?


    HOW TO INCREASE CUSTOMER
    ENGAGEMENT?

    1. Create great customer experience


    2. Make brand relatable and meaningful
    3. Use push notifications
    4. Take advantage of conversational marketing
    5. Focus on retention
    6. Sharpen your social media marketing
    7. Capture hearts and minds with video
    WHAT IS ACT?
    WHAT IS LEAD GENERATION IN
    DIGITAL MARKETING?
    WHAT IS MOFU CONTENT

    • It acknowledges and confirms the


    prospect’s pain points
    It offers evidence of your product or
    service’s superiority
    It reflects the prospect’s place in the
    funnel
    POTENTIAL METRICS

    • Examples
    • Conversion Rate Customer Acquisition
    Cost per
    Lead
    • Click-Through Rate
    • Return an Ad Spend
    • Time to Payback
    • Customer Retention Rate
    A PPLY TH E CO NTENT M A R K E TI NG M ATR I X
    TO A CA M PA IGN O F YO UR CHO ICE
    A N D FO L LOW TH E 5 STE PS .

    • Step 1: Review how you assess value of different content


    types. (Which one have the most value to you?)
    • Step 2: Review current use by plotting content formats on grid.
    • Step 3: Review competitor use of content types by plotting on
    grid.
    • Step 4: Brainstorm new types if possible.
    • Step 5: Select new content types based on criteria defined in
    Step 1.
    Present an discuss your matrix in class.

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