CRITICAL FACTORS INFLUENCING THE SUCCESS OF VIRAL MARKETING CAMPAIGNS

Viral marketing is no longer a brand-new topic, but for some marketers it remains a relatively marginal topic. There are several reasons for this. Besides incalculable side effects and the complex cost-benefit planning, it is above all the fear of insufficient knowledge about what is important in a viral campaign and which are the relevant success factors that prevent marketers from implementing viral campaigns. Yet well-planned viral campaigns can be rewarding and often achieve an excessive advertising impact, as consumers actively interact with the advertising and voluntarily forward the brand messages. While it is becoming increasingly difficult with classic marketing tools to captivate the attention of customers and achieve the desired effect, viral is becoming a powerful tool to attract customers without irritating them. This study contributes to the discussion on how to build an effective viral campaign that can benefit businesses. Three case studies around the globe are also examined in the paper to give the reader a list of practical elements of success to consider when executing the viral marketing plan.