5.Marketing in the Digital Era
Viral Marketing - Answers -business strategy relies on consumers and existing social
networks to promote a product/service
**awe, laughter, amusement emotions lead to content being shared/viral**
Viral Ads - Answers -ads that a large number of viewers decide to share with family and
friends
Social Viewers=those that rely on shared content vs. browsing for their news
*more likely to buy a product &n recommend to others* *important segment if u want
viral*
5 Problems of Viral Ads - Answers -Problem 1: Prominent Branding Puts Off Viewers
(fixating on logo causes lack of watching video)
-->use "brand pulsing"!(weaving brand throughout ad)
Problem 2: People Get Bored Right Away (short attention span)
-->keeping viewers involved depends on creating joy&surprise early on!
Problem 3: People Watch for a While But then Stop
-->build an emotional roller coaster so viewers watch for longer!
Problem 4: People Like an Ad but Won't Share It
-->Surprise, dont shock! (shock may get ppl to watch but decreases likelihood to share)
Problem 5: People still won't share the Ad
--> Target the viewers who will! (extroverted & egocentric people frequently share ads)
(for marketers, observed behavior is what helps SO target ppl who previously shared
ads)
2 Most Powerful Drivers of Viral Success - Answers -1)Psychological Response-how
the content makes you feel
2) Social Motivation-why you want to share it
Motivations for sharing Viral Videos (graph) - Answers -take these into account and
promote them
-Opinion Seeking: u want to like whatever they are liking
- Shared Passion: lets u connect with friends over shared interests
Viral Marketing - Answers -business strategy relies on consumers and existing social
networks to promote a product/service
**awe, laughter, amusement emotions lead to content being shared/viral**
Viral Ads - Answers -ads that a large number of viewers decide to share with family and
friends
Social Viewers=those that rely on shared content vs. browsing for their news
*more likely to buy a product &n recommend to others* *important segment if u want
viral*
5 Problems of Viral Ads - Answers -Problem 1: Prominent Branding Puts Off Viewers
(fixating on logo causes lack of watching video)
-->use "brand pulsing"!(weaving brand throughout ad)
Problem 2: People Get Bored Right Away (short attention span)
-->keeping viewers involved depends on creating joy&surprise early on!
Problem 3: People Watch for a While But then Stop
-->build an emotional roller coaster so viewers watch for longer!
Problem 4: People Like an Ad but Won't Share It
-->Surprise, dont shock! (shock may get ppl to watch but decreases likelihood to share)
Problem 5: People still won't share the Ad
--> Target the viewers who will! (extroverted & egocentric people frequently share ads)
(for marketers, observed behavior is what helps SO target ppl who previously shared
ads)
2 Most Powerful Drivers of Viral Success - Answers -1)Psychological Response-how
the content makes you feel
2) Social Motivation-why you want to share it
Motivations for sharing Viral Videos (graph) - Answers -take these into account and
promote them
-Opinion Seeking: u want to like whatever they are liking
- Shared Passion: lets u connect with friends over shared interests
