Re: UKNM: viral marketing

[Steve Bowbrick]

At 5:09 pm +0100 16/9/99, Paul Douglas wrote:

>Charles Linn wrote:

>>

>>  Does anyone on the list have any experience of 'viral marketing'

>>  apparently a hackneyed phrase and yet one I am unfamiliar with.  Big in

>>  the states so I hear.  For those of you also unfamiliar with the term,

>>  we are talking about e-mail based 'tell your friends' schemes.

>>

>>  Any examples of where this has successfully run?  I have been given the

>>  example of the US impeachment proceedings and the campaign to oppose it,

>>  but I was wondering if anyone knew of anything a little closer to home?

>

>90s term for word of mouth, isn't it?


No. If it's to fit the definition of 'viral', it specifically

excludes word-of-mouth.


>How about Hotmail? Give a product away for free and your users promote

>it as they use it.


Presumably Hotmail got (and gets) lots of new users via word-of-mouth

but the key device was (and is) the sig file which chugs away happily

in the absence of word-of-mouth. The reason this is more than just

pedantic is that you'll want to model viral and other marketing

methods (including w-o-m) separately in your P&L because their

relative effectiveness will differ, thus creating sensitivities you

will *really want to understand* because their effect on many key

numbers is potentially geometric (which brings us back to Hotmail!).


s

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