英语论文网

the knowledge that they have added value for others.
2.7 Measuring Success and Effective
Many authors argue that what is a successful campaign? Can it based on the amount of number of people who positively interact with the campaign’s content or the sales created by the campaign?
Although no a single measurement system has build up for viral marketing, measurement tools do exist, allow the markers use to tracking the process and effects of viral marketing. It is hard to know whether audiences care about the contents behind the campaigns, what ensure about the marketers maybe how many people see the campaign (Goldenberg, Libai and Muller, 2001).
Shirky (2000) believed that viral marketing not always effective as it also have many disadvantages, and many situations would make it fail. The difference between a successful and unsuccessful viral marketing campaign is the campaign’s ability to connect with audiences and persuade them to pass on the message and ultimately the product or service (Kirby, 2006, p.92).
Kirby (2006) recognizes that in order to increase the chances of a successful viral campaign many companies are starting to invest more into the planning and implementation of it. Freedman(2006) also believed that although many authors think that viral marketing can use a little budget to make a huge effect for a small company, the majority of the successful viral campaigns are rely on multimillion-dollar budgets.
2.8 Viral Marketing Launching
Base on the positive and negative effects of viral marketing, how to make good use of it has become vital. A company can not make good use of a strategy unless it knows well that how the strategy works. The following area will focus on the operation of viral marketing and what a company should take care of when using it.
2.8.1 Dangers after Launch
1. Control
Once viral marketing is released, it can not control by marketers, unlike television or print advertising. There is no guarantee viral marketing work or not when it starts, companies should be prepared to lost control of the message half way down the track (Ellison, 2006, p.32).
It is believed that consumers are the controller of the marketing communications as millions of consumers talking about products on internet or via emails (Allard, 2006. p.204). This view was support by Freedman (2006, p. 82) who suggested that the era that marketers control marketing message expand was gone.
It also found that the cost of last market coverage is a near total loss of control over the company's marketing message and brand because of eager consumers indiscriminately spam (Naylor and Kleiser, 2000). Viral marketing to be consider as an art by marketers because it does not allow for a high level of control, it need enough freedom and right to do the things by itself.
2. Viral Hijacking
Although viral marketing can make good use of consumers to expand a company’s brand and products, there still have many people who are “antibrand” on the internet, and they would catch the possible chances to turn viral marketing campaign against companies (Viral Challenge, 2005).
Sandoval (2006) believed that if the campaigns were hijacked, spreading messages would have negative effects to a company’s brand and products.
3. Spam
Spam is “unsolicited email usually bulk mailed and untargeted” (Chaffey, Mayer, Johnston an本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。