With viral marketing becoming such a powerful marketing tool, there are some things we need to understand when we decide we're going to try to launch a campaign.
In the amateur area, we see those that accidently stumble upon something they create that resonates with a number of people. As a result, they get all sorts of exposure for their one-time, unique creation. Because they didn't create it for the purpose of making money or branding a company, product or service, the offering eventually slides out of the public consciousness.
When we attempt to create viral campaigns for profit, we need to think differently. We can't begin marketing without having an overall plan in place. We don't want to think of offering one stand-alone ad that may take off and have nothing else to build around its success.
There has to be an overall purpose and strategy in place when we begin any type of viral marketing effort for the very reason that it may explode beyond your dreams and surprise you.
Yet, even if it starts slower than you hoped, having a plan in place will allow you to react to that as well and allow you to offer something else that builds upon the first try. Either way you're covered - whether it starts fast or slow.
The idea is to think beyond something that stands by itself and to look at it as a part of a series of events you've started to unleash. Then have plans in place that deal with a fast start or a slow one. Either way you can continue on toward the purpose you have for the campaign in the first place.
This gives your marketing effort a real chance at some success, rather than making a one time ad that is nothing more than spinning a roulette wheel and hoping you land on the right number.
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