Viral marketing is not a marketing strategy

This is big. Ok, I gave it all away in the headline but it seems like you have to say it a few times before it sinks in. Viral marketing is not a marketing strategy. Often I’ll hear and see, “viral marketing” mentioned as a marketing tactic. Not by me.

For the love of god people... Viral marketing is not a marketing strategy.

I say this and people nod their heads in agreement only to return with a quip about their viral marketing plans.

No single product feature or marketing campaign determines the virality of a product - instead, it’s part of a viral loop that connects a disparate set of functions into a cohesive motivation for the user to tell their friends. If the fundamental product doesn’t drive a viral motivation from its users, then it’s very hard to force it with a marketing campaign.

Here is a great article on the subject, http://andrewchenblog.com/2007/09/01/viral-marketing-is-not-a-marketing-strategy

Another great reason to collaborate and start all of your product development with MRDs that define the user and hence what will motivate that user.

Enjoy!
Angie

(I’m a BIG Andrew Chen fan! and check-out Rotini a newcomer on the gaming scene.)