Viral Marketing Versus Email Marketing
Viral Marketing versus Email Marketing
The internet has turned another corner in the last few years. This should come as no surprise. The one constant about the internet is change. But the changes that have become a reality in the last few years have made fundamental changes to how we view the internet, how we use it and what we expect when we go on a web site and interact with the web site owners any more.
From wiki control over web sites to YouTube to social networks, Digital TV providers offering “ON Demand” Services and integrating apps such as YouTube and other video streaming sources on the web, and not to mention the success of Netflix have had a profound change in the way people view their media online. The emphasis of the internet has shifted from the operators of web sites to the users. And with this change the way those of us involved in using the internet for marketing have begun to change the way we do business as well.
The model for internet marketing that predates the shift to the WEB 2.0 methodology was heavily dependent on email as the primary line of communication with the customer. Next to online sales, email was the way customers sent in inquiries and the way customer support was handled. And other than online advertising, email was the most sophisticated method for internet marketing we had at our disposal.
I still believe email has a large part to play in B2B and also in some B2C instances, but from a first contact point of view, you are more likely to gain attention from a viral video – You Tube or Facebook. Gary Vaynerchuk is an example of a very useful and entertaining show about digital marketing, and he tends to focus a little more on Facebook video posts. Currently I see email as a method to communicate to one on “existing audience”.
Email for marketing began to see abuses in the form of spam. I personally have spent more time cleaning up infected mail servers from SPAM infections, due to a click on an email, which has resulted in possibly days of missed emails and communications in getting ones IP address removed from a SpamHaus.org data base or something. There is a need to protect customers from spam communications which has so dominated the world of email marketing that has become a cost burden for online merchants and customers alike and it has slowed or stopped email delivery to the point that it is uncertain on any given business day whether you can depend on email to keep your business running or not. My point here is that perhaps an online order is made, that confirmation is sent internally via email, passed to the accounts to be cleared, sent to the warehouse to be dispatched before deadline of shipping at 4pm… oh wait, email is down. Lost business = lost customer!
As a result, a discipline and a methodology for circumventing email delivery interference points such as spam filters has imposed yet another new area of online knowledge that takes time away from running your business so you can focus on working with ISPs and learning the methods of spam control so you can carefully construct your emails so at least they will get to your customers. But the methods you have to use to jump through hoops to get your marketing emails to customers have come to dominate email marketing so heavily that the message and the communication has almost taken a back seat to just getting the email delivered.
It is interesting that the big changes in how the internet operates in some ways are going to retire this cumbersome email system before we come up with a solution to the email delivery problem. There are some very sophisticated internet marketing techniques that are showing themselves to be highly effective that never depend on email at all. And as modern internet merchants turn to these methods, the problem of email delivery may never be solved as much as it is ignored and allowed to die out on its own.
Looking at statistics about video marketing, we can see that 25% of Irish adults view online media as their main source of video. And more importantly, digital video or streaming video is viewed from a wide variety of sources, but over 70% viewed from an online source, rather than a TV streaming service.
Viral marketing is one way modern internet marketers are recruiting new customers and getting the word out about products and services by tapping the power of video and the instinct internet users have for downloading free stuff. Viral marketing is a method where the merchant creates a download that is desirable. A funny video, a musical performance or an ebook make great viral marketing tools. But along with the free “toy”, the download carries the marketing message of the merchant and is downloaded into the internet network of users quickly and with no cost to the merchant or the user.
The viral part occurs naturally as users upload the video or link to it on other web sites or share it with each other on blogs or through email. The marketing message spreads from customer to customer, like a virus spreads the flu and as it spreads, it directs new customers back to the merchant web site to become active customers. Have you seen the “Evian Baby” or even the Ikea makeover series. They work very well on youtube with a fraction of the cost of traditional broadcast media.
Now it is worth to note that it is worth promoting your video on YouTube with proper research and drilling down on who to target, you actually get cheaper clicks to your landing page. Ultimately, if accepted it’s shared and then goes viral.
This is a powerful marketing technique that depends on nothing more than human nature for success. And unlike the cumbersome email system, viral marketing has its own way of avoiding “spam”, it is fast and it’s cost effectiv. But above all the one trait that makes viral marketing trump email marketing as the means to success for the future of internet marking is a simple principle that always attracts business people. It works.
Take a look at some of the marketing videos we have produced for our clients. Feel free to contact us for more information.