User generated content is changing the way the internet is being used, designed and leveraged.The idea that people by the very nature of what they are interested in and how they communicate, could lead to endless marketing opportunities, is a fresh new perspective attributable directly to the Internet.
The emergence of this new almost sub conscious marketing does sound similar to marketing methods of the past where messages were hidden in music in stores and through imagery that was deceiving. Tricking the brain is a science, something marketing execs and e-business icons study at great lengths. However is all this fair, is it just?
The following are some pros and cons for businesses who are thinking about moving in this direction. There is little doubt that viral marketing can be powerfully affective but it’s most significant drawback is found when the effort itself backfires.
Pros
- Advertising becomes an experience for the subject
- Can build brand viability and image
- When done effectively it can cost less
- Gives instant credit to the product or brand
- Can be picked up by traditional media as news
Cons
- Success is uncontrollable
- Business loses control of the message
- Results can be difficult to track when compared to traditional marketing research
- If not perceived well, image could be negatively affected
Mentos& Diet Coke – A Viral Explosion
This video has over five and a half million hits on youtube.com, with several similar videos garnering thousands of more views. This could be argued as negative or positive, certainly the buzz created by the video did a lot to promote the brand names but not necessarily a positive reflection of the products.
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