Convincing users to go viral - By: Tom Jui

Viral marketing is one of the mainstays of modern internet marketing. It’s also one of the hardest forms of web marketing to achieve. Viral marketing relies on the target user group pushing the campaign forward in a fairly enthusiastic fashion, making their own little contribution along the way. In anyone’s terms, getting a target market to be so generous is a difficult feat.

Part of the difficulty with viral marketing is when the campaign has an information-gathering component. Not all viral marketing attempts are about gathering contact information from a target group. Some of the more successful campaigns have simply been about increasing online awareness of a service, product or company. You can talk to us about this at Click Consult. If you want more bangs for your buck however, you’re likely to want to collect at least an email address from your consumer group. This is the hard part.

Internet users are reluctant to hand over contact details. With viral marketing, the value of the viral should be used to overcome the qualms that mere promises of privacy are unlikely to settle.

One of the best methods is to convince users to hand over the addresses of friends. This is a method that Facebook’s applications system has used to great market effect. Internet users who are usually reluctant to provide any personal details at all will hand over not just their own profile info, but that of up to 20 friends in return for access to a simple application.

The genius of this system is in the subtle devaluation of contact details. People are more willing to hand over personal information about others than themselves. Once that information is handed over, however, they are more willing to provide comparatively ‘lesser’ information on themselves as well. You get the best of all worlds.

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