Companies must avoid being obsessed with viral marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 21, 2019, 2:19 AM GMT+0

However, it does help with click-throughs.

This piece states that brands trying too hard to go viral can dilute their target audience and reduce the quality of their content. For a viral campaign, marketers first need to conduct a target audience analysis as it gives detailed information about the audience.

Then, they can move on to creating innovative and engaging pieces of content. Content reach can be increased by improving email list, boosting and using media syndication.

The article provides that around 69% of brands reported to not seeing an improvement in brand reputation following viral marketing. The author warns against being obsessed with viral marketing as the exercise rarely converts people into fans.  

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