Have you got the bug? Viral marketing and its place in your marketing arsenal

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The paper finds that viral marketing's intended result is word‐of‐mouth (WOM) marketing. It suggests four important tips for employing viral marketing successfully: use tactics to build awareness and trial; no acquisition without identification; look beyond the transactional; and connect your advocates to product development.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2008), "Have you got the bug? Viral marketing and its place in your marketing arsenal", Strategic Direction, Vol. 24 No. 9, pp. 17-18. https://doi.org/10.1108/02580540810897058