Viral marketing, as the name implies, is a type of advertising that spreads from one person to another in self-replicating fashion, like a virus. Someone sees or hears something useful or exceptional and then shares it with one or more people, either through word-of-mouth, email or some other means of communication. Viral marketing devices most commonly take the form of online video clips, free software, funny email and/or text messages, etc.

Some prerequisites for a successful Viral Marketing campaign:
• The promotional device must be useful or exceptional in some way. People want to help others
by sharing useful things like free software and ebooks. They like to share funny things.
• There must be a visible brand associated with the viral marketing device–increasing brand
awareness is the whole point.
• It must target a certain demographic–e.g., men between the ages of 18 and 45, college
students, senior citizens, etc. Or, it must target a certain sub-group within the larger population,
such as auto enthusiasts, wine lovers, etc.
• There must be a good likelihood of the viral marketing promotion being passed from one
person to the next.

Other considerations:
It’s been long said that word-of-mouth advertising is the best form of advertising because it’s free. This is still true in many ways. However, more and more people are choosing email as their primary means of sharing content, the importance of which may not warrant a phone call. Moreover, many if not most viral marketing devices exist in electronic form, thereby necessitating the use of email in order to share them. But if the most defining aspect of word-of-mouth advertising lies in its voluntary nature, in the spirit of sharing something of exceptional value or utility, then electronic viral marketing is very much an extension of, if not an improvement on, this very process.

When planning a viral marketing campaign, try to put yourself in the mindset of an unsolicited consumer. What would motivate you to share any particular thing with someone else? Is your viral marketing device something that’s truly funny, interesting or useful? Or are you just deluding yourself? Trying to be as skeptical and detached as possible, while at the same time retaining your creativity and enthusiasm. After all, that’s why your in this game to begin with!