The marketing landscape has undergone tremendous changes throughout the past decades (Keller 2009: 139). This has resulted in a communication environment in which the isolated usage of traditional media techniques is challenged. Already in 2006, 65% of consumers felt bombarded with an infinite variety of marketing messages (Porter and Golan 2006: 30). Moreover, evidence has been found that consumers proactively seek to avoid mass media messages through digital video recording (DVR), spam filters, and pop-up blockers (Hann et al. 2008: 1094). In addition, consumers increasingly rely on peers’ advice rather than on company’s marketing messages (Hinz et al. 2008: 55). As a response to these alterations, many companies have shifted their marketing budgets from traditional advertising techniques to new marketing formats that are supposed to better take the identified consumer needs into account. This led to the advent of viral marketing.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Product Specification
- Viral Marketing Campaign
- Definition
- Segmentation, Targeting, Positioning
- Video: Content and Message
- Seeding Strategy
- Whom to seed to
- How to Seed
- When to Seed
- Results
- Evaluation of the Campaign
- Key Learnings
- Conclusion and Limitations
- References
- Electronic Sources
- Homepages
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper examines the use of a viral marketing campaign to promote the business administration Master's program at the University of Münster. The campaign aims to increase awareness and generate interest in the program. The report explores key elements of the viral marketing campaign, including:- Defining viral marketing and its application to the campaign
- Segmenting the target market and positioning the Master's program
- Creating engaging video content and messaging
- Developing a seeding strategy to maximize the video's reach and impact
- Analyzing the campaign's results and identifying key learnings
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction
The paper begins by outlining the changing marketing landscape and the rise of viral marketing as a response to consumers' growing avoidance of traditional media. This trend has led many companies to shift their marketing strategies towards new formats that engage consumers. The paper focuses on a viral marketing campaign designed to promote the Master's program in business administration at the University of Münster. The main objective of the campaign is to create awareness and generate interest in the program. The report provides an overview of how these objectives are intended to be achieved through a detailed examination of the product, the viral marketing approach, and the campaign's results.Product Specification
This section discusses the specific characteristics and benefits of the Master's program in business administration at the University of Münster. It provides details about the program's curriculum, faculty expertise, and career opportunities.Viral Marketing Campaign
This chapter delves into the concept of viral marketing and its application to the campaign. It defines viral marketing and discusses its key elements. The authors explore the segmentation of the target market, the development of the video message, and the seeding strategy employed to promote the video.Results
This section presents the results of the viral marketing campaign. It analyzes the campaign's effectiveness in achieving its objectives. Metrics such as video views, engagement, and website traffic are used to assess the impact of the campaign.Evaluation of the Campaign
The final section provides a comprehensive evaluation of the viral marketing campaign. It identifies key learnings from the project, including the strengths and weaknesses of the campaign. The authors also discuss the limitations of the study and suggest areas for improvement.Schlüsselwörter (Keywords)
This paper focuses on viral marketing, online video campaigns, audience segmentation, content creation, seeding strategies, campaign evaluation, and the promotion of educational programs. The report analyzes the use of viral marketing for achieving specific marketing objectives within the context of a university Master's program. The study examines various aspects of viral marketing, such as target audience selection, video content creation, seeding strategies, and campaign performance evaluation.- Quote paper
- Timo Wilhelm Rang (Author), 2012, Viral Marketing Campaigning, Munich, GRIN Verlag, https://www.grin.com/document/266834
