“Change is the only thing that is
permanent”.- Unknown.
The quote above says it all. Today
it is of utmost importance for the marketers to understand the changing nature
of marketing. The one-way approach of
marketing through television, radio, print and other channels is quickly
becoming obsolete. The scenario that most marketers face today calls for
posting content about their business or product frequently. This would help
them keep their audience engaged by making them aware of the happenings at the
business’ end. But, this is not as easy as it may sound.
What if your business doesn't have enough audience who are keen about knowing about your business or brand
through content? Wouldn’t all your content based marketing efforts go waste in
such cases? I would answer these questions for you in a sometime. Let me first
take you to flashback for a bit. In my previous post I mentioned that the content
that you share with your potential customers must be crafted to win
hearts. I termed it as emo-marketing
or Emotional marketing.
Emo-marketing is nothing
but a way to touch the hearts of your audience (don’t forget, this would
actually make them feel more close to your business than they actually are).
Now, taking you back to where I
had asked you two questions about how your content based marketing could be a
complete waste if you don’t have enough built-in audience. In such a situation
you need to gain audience from somewhere else. This is where viral marketing
helps.
The Viral effect
Emo-marketing and viral marketing
go hand in hand. In fact, viral marketing is an effect of marketers being able
to successfully tap human emotions. In this digital age it is really important
that marketers understand the power of viral marketing. As per conventional
marketing concepts in order to market your product or service you need to make
the people know about what you are offering and how different it is from the
competition. This passing on of information to your audience has become very
difficult in the digitally driven marketing sphere today. Around 400 milliontweets each day, 144,000 hours of YouTube video uploads every day, over 5.3 trilliononline ads displayed online yearly, and around 5 billion content blocks are shared
on Facebook on a daily basis; viral marketing helps you cut through the clutter
and makes your business visible to the audience. It broadcasts your brand and
gets it the required attention. This is what happened when the “KONY 2012”
campaign got 100,000,000 views online and got attention of various news channels
across the world.
A similar thing happened when the
song “Why this Kolaveri Di?” (This example is for our Indian readers) went
viral in December 2012 and fetched 15 million hits on YouTube within a week.
Viral marketing gives such
plausible results as it is highly related to human emotions. Marketers are
smart people (there I said it :P ) they understand the human psychological quotient
and develop marketing campaigns keeping it in mind.
To conclude this post and to stop
bugging you further I would suggest you to carefully craft your marketing
campaigns keeping in mind we humans are emotional creatures and tapping the
right emotions in the right manner could be very beneficial for you as a
business, as a product, as a service or as an experience.
*Please share this post with your peers (peer to peer marketing, you see :P) through the social networks given below. Also keep your comments coming in. Many thanks.*
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