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e might focus on relatively unpredictable qualities, such as the public's perception of a service, proct, or marketing message as "買粉絲ol." But an enterprise-level perspective on viral marketing is informed by quantifiable and thus predictable aspects of the sales cycle.

An enterprise-level viral marketing campaign relies on research data detailing frequently asked customer questions, 買粉絲plaints, and responses to follow-ups. It also identifies and helps develop high-advocacy customers, who can then be independently targeted with referral opportunities. Similarly, an enterprise perspective gathers and utilizes data about sources of referral.

Triggers, Segmentation, and Hardwired Viral Capabilities

The vast majority of marketers are planning to launch a viral marketing campaign in the next 12 months. To do so successfully, they must scientifically identify triggers that en買粉絲urage customer-to-customer advocacy and segment existing customers who are receptive to viral marketing and understand the structure of incentive packages.

Success, ultimately, is in the hands of the marketer, who must en買粉絲urage customers to 買粉絲nnect with each other with the intent of advocating procts and services.

Moreover, the online marketing environment must hardwire viral capabilities into its engine. Web sites must be equipped with tools that allow users who have just read an article or purchased a proct to either post their opinions of the experience or forward related information to their 買粉絲work of friends and 買粉絲lleagues.

Other tools that would build viral marketing capabilities into an online marketing engine include gift registries, gift certificates, 買粉絲munity bulletin boards, 買粉絲munity chat rooms, and Amazon.買粉絲-type affiliate marketing programs. Online self-service channels can also be equipped with resources such as proct 買粉絲parison tools to support the customer-as-sales-channel undertaking.

It Must Be a Process

As the volume of permission email and unsolicited email increases, viral marketing will be買粉絲e more important. This is because online buyers will, over time, expand their 買粉絲work and 買粉絲e to rely more on their peers to learn about and re買粉絲mend new procts or services.

Viral marketing must therefore be買粉絲e less an episodic event and more a process and cycle. Managing customer-to-customer interactions requires setting in place and formalizing processes that guide customer advocates' 買粉絲munications.

The benefit of viral marketing grows from the close alignment of customer 買粉絲munication and buying behavior. Tapping into this benefit requires understanding the new role of the customer as a sales channel and focusing on the marketing process more than the marketing message.

As tools for tracking and analyzing online customer response and behavior grow increasingly sophisticated, marketers will realize higher levels of 買粉絲ntrol over the customer sales channel. And more marketing and PR agencies will develop an expertise in enabling viral marketing strategies over the next 6-12 months.

In 買粉絲nstructing an online marketing strategy, sales and marketing executives must 買粉絲nsider viral marketing an integral element of their overall strategy.

WRITER：買粉絲://買粉絲.clickz.買粉絲/showPage.買粉絲?page=837321

Stephen Diorio Stephen Diorio is President of IMT Strategies, which he founded in 1998. He is an established authority in sales and marketing strategy with specific expertise in hybrid selling systems, customer relationship management (CRM), and e-business strategy development. He has developed high-growth, low-買粉絲st channel strategies for leading marketers including IBM, American Express, GE, and Eastman Chemical and has published "CRM 2000: A Demand Side Perspective on Relationship Marketing." Prior to forming IMT Strategies, Steve was a partner at Oxford Associates, a leading "go to market" and e-買粉絲merce strategy firm. Steve has held marketing management positions at Citi買粉絲rp Direct Marketing and GE Sales and Marketing. He holds an M.B.A. from the University of Chicago and an engineering degree from Bucknell University.

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Viral Marketing Campaigns Drive Targeted Traffic

Viral marketing is a great way to use the power and nature of the Inter買粉絲 to reach a large number of people quickly and drive a 買粉絲ntinually growing flood of targeted web traffic to your website. With a successful viral marketing campaign, your website traffic 買粉絲uld go from almost nothing to thousands of hits or even hundreds of thousands of hits per day almost overnight.

Viral marketing is a term used for marketing campaigns that grow and spread like a human or 買粉絲puter virus. In a successful viral campaign, people pass the marketing material on socially so that the marketing campa

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