| Today's Competitive world has made the term | | | | would be more on the creation of beneficial and |
| marketing to have more familiarity in all our lives. Of | | | | transparent conversations as per the requirements of |
| course, the techniques of marketing will change but will | | | | Section 5 of the federal Trade commission act. It |
| not change the effect of it. Many companies have | | | | prohibits all sorts of activities that are conducted with a |
| attempted many more techniques of marketing to | | | | notion of deceiving the noble public. Being involved in |
| influence the market. All innovations are will become | | | | Viral marketing, it is high time for the marketers to |
| obsolete in future. Even now many companies and | | | | understand the difference between unfair and |
| their authorized agents, those who have used direct | | | | legitimate practices. Many more organizations have |
| marketing, telemarketing, e-marketing etc., to intrude the | | | | given their recommendations regarding Ethical conduct. |
| market have started facing their problem. It's highly true | | | | Viral marketing and Guerilla marketing: |
| that even those above stated techniques, will have to | | | | All these buzz marketing/Viral marketing/Word of |
| be changed as people have started expressing their | | | | Mouth Marketing comes under a broad term called |
| grief towards the salespersons, telecallers and e-mail | | | | Guerrilla Marketing. It is a method where customers will |
| blogs. Influencing the customers has become | | | | no where feel the sense of marketing. Without |
| complicated as many them feels marketing as one of | | | | knowing that they are being marketed into, emotionally, |
| the biggest headache. So it is high time for the | | | | they will follow what they see. Of course, effective |
| marketers to use techniques that are lively to create a | | | | marketing creates interest. For example, a company |
| sense of trust among the customers. | | | | might book an actor/actress/ a socially sound person. |
| About Viral marketing: | | | | The company will ask them to use its product in a |
| One such is Viral Marketing which has come in full | | | | crowded area visibly in all the places where the target |
| swing. This will spread as fast as a Virus could do. | | | | customers tend to assemble. That ambassador may |
| Viral Marketing refers to the method of using the | | | | even offer trial samples that are economically feasible |
| existing social networks to increase the level of brand | | | | to the target audience. This will stimulate them without |
| awareness. It is being done in the forms of interactive | | | | even making them to realize that a marketing |
| and funny Flash games, interesting Video clips and | | | | campaign is going on. This is done with a 'befriend' |
| even through text messages. This is also known as | | | | attitude and so it gives out a big impact. Both the Viral |
| Buzz marketing or Word of Mouth Marketing. Because | | | | Marketing and Guerrilla marketing are same in all |
| of the Human tendency to interact with all around, it is | | | | perspectives. But at times Guerrilla marketing may act |
| being strongly believed that any information delivered | | | | as a start for Viral Marketing. A Word of Mouth |
| through this way will bare a layer of Credibility. So this | | | | Marketing may start from a Guerrilla campaign. |
| technique is being highly valued by the Marketers. | | | | Why these techniques......? |
| It is true that a satisfied customer spreads his/her level | | | | A Consumer can stay away and free from all sorts of |
| of satisfaction about a product/ service to three | | | | media but he can never put him out of people around |
| people. A dissatisfied customer will spread his/her | | | | him. A company can even send a salesperson door |
| dissatisfaction about a product/service to eleven | | | | by door to create brand awareness and can make |
| people. This general tendency is a base for viral | | | | few sales. But, the ultimate motive of creating a sense |
| marketing. Nowadays, marketers are more interested | | | | of trust and Credibility will be in vein. But a Consumer |
| in finding out people who have strong Social | | | | subjected to Guerilla marketing will not only try that |
| networking Potential. After that, they are creating | | | | product, but also spreads it (buzz) to his/her circle. The |
| programs that convey their viral message through | | | | financial risk associated with this is also very low, and |
| those people with an appealing effect. They never fail | | | | so, it is a cost effective method. These undercover |
| to make sure about the probability of the message | | | | marketing methods are used when the traditional |
| being passed over. | | | | marketing methods becomes outdated. They will act |
| Many companies who followed this technique have | | | | as a new solution for the need of marketing. |
| succeeded to a greater extent. After the intervention | | | | There are few aspects behind screen which should |
| of Web 2.0, many web start-ups like Youtube, | | | | not be revealed to the customers in these campaigns. |
| Myspace etc, have used this buzz marketing with the | | | | A consumer's sense of trust is the main reason behind |
| help of the social networks developed by themselves. | | | | his/her purchase and recommendations. The |
| Using Internet as a communication platform, this BUZZ | | | | consumer will really feel that as an unforced |
| has become even more powerful and useful for the | | | | recommendation. The Influencer gets commission for |
| Consumers. This has given rise to the services and | | | | every sale that he brings in. He is ultimately benefited |
| tools called buzz monitoring, which is used for online | | | | by the company. But, these things are something called |
| Public Relations. | | | | as off-the screen activities. |
| Marketers tend to focus over the development of | | | | Conclusion: |
| Products and services, that creates positive buzz | | | | Innovation is the only way to stay alive in this world. |
| naturally. The biggest challenge for them would be in | | | | Difference alone can make a difference. Differentiation |
| finding out an influencer, who has high level of authority | | | | is the best strategic way to create brand power. Such |
| and personal connection. The whole campaign stays | | | | difference could be in the products, as well as in the |
| on the shoulder of that influencer. The Influencer | | | | way they are marketed. But, staying in tune with the |
| attempts to inject a positive buzz into a conversation, | | | | creative ideas will keep the brand alive. Any new idea |
| that happens naturally with in his surroundings. This | | | | will become obsolete one day. But, it is wiser to |
| creates a sense of Anxiety among target people, as | | | | change the trend of marketing once after a trend gets |
| the buzz is being created by an influencer who is highly | | | | ruled out. Even this viral marketing will have to face a |
| relied upon. People obviously believe that the influencer, | | | | change over a due course of time. That's how the |
| who speaks honestly and are unlikely to have | | | | traditional marketing was ruled out. But, it is always |
| secondary or ulterior motive. | | | | better to get adhered with the marketing ethics before |
| It is highly unknown to the Target that the influencer | | | | designing a marketing campaign to stay on the safer |
| receives incentives for his/her referrals. The emphasis | | | | side. |