Marketing the Viral Way: a Strategic Approach to the New Era of Marketing

From time to time, marketers have concentrated on adopting various marketing techniques to attract consumers. Viral Marketing through internet is one such approach which breaks the traditional brick-and-mortar model of marketing. The objective is to build a suitable model that will explain the various determinants involved in designing viral marketing campaigns and its outcome in terms of consumer response. While the popular seeding approach is known to spread the marketing word, this paper will focus on the survey method to identify patterns of consumer responses towards viral marketing. To substantiate this study, a strategic model will be created so that the prospective customers can be targeted the right way on an online forum. There is clearly more to explore from the perspective of viral marketing to enhance the experience of customers about the online media. This paper focuses on the concept of viral marketing as a tool to influence consumer’s purchasing decisions which positively, may impact on sales. This paper will bring out some of the factors influencing the choice of consumers in making a purchasing decision. In addition, it would also bring out some marketing insights on how to attract new consumers through a strategic approach.