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.
Outline
1 Introduction
2 Product Specification
3 Viral Marketing Campaign
3.1 Definition
3.2 Segmentation, Targeting, Positioning
3.3 Video: Content and Message
3.4 Seeding Strategy
3.4.1 Whom to seed to
3.4.2 How to Seed
3.4.3 When to Seed
4 Evaluation of the Campaign
4.1 Results
4.2 Key Learnings
5 Conclusion and Limitations
Research Objectives and Topics
This paper explores the effectiveness of a viral marketing campaign designed to promote the business administration Master’s program at the University of Münster, aiming to generate awareness and stimulate student interest through strategic online content dissemination.
- Theoretical foundations of viral marketing and communication models.
- Segmentation, targeting, and positioning strategies in an educational context.
- Development of creative, curiosity-driven viral video content.
- Application of elaborate seeding strategies across social media networks.
- Qualitative and quantitative performance evaluation and key success factors.
Excerpt from the Book
3.3 Video: Content and Message
The video’s scenery takes place in a library without further indication of the exact location. In the beginning a concentrated work atmosphere is depicted by showing a sign reading “Library – Silence please” and students quietly studying. The silence is disturbed by a snoring noise getting louder and more intrusive up to the point where the vibration of the sound makes laptops, water bottles, and even ladders shake. Eventually a young, blond female student who fell asleep is revealed as the source of the snoring only to be woken up by the bang of a book falling out of the shelf. A close-up of the open book on the floor is shown asking the viewer: “Your Bachelor was snoring boring? Then join us and study in Münster.” Additionally, brief key facts about the business administration Master’s program are displayed accompanied by a link referring to the Facebook page that has been created for this campaign and provides more detailed information. Contrasting the silence and snoring before this scene is highlighted by energetic and upbeat music.
The video starts out very quietly not giving away too much information about the sender or the message. The title “Bachelor Library” was chosen in a similar manner to increase curiosity and suspense and to link it to the relevant target group. As the intention of the video is to raise awareness and create interest, it humorously distinguishes the business administration Master’s program in Münster from other programs. Therefore, detailed information about registration, content, structure, or an extensive elaboration of advantages and disadvantages of the program are left out purposely. This information is especially unnecessary since the application period will not start for another six months. In terms of the MCM McKinsey Brand Funnel, a strong focus is thus laid on the first step “awareness”.
Summary of Chapters
1 Introduction: This chapter highlights the shift in modern marketing environments from traditional media to viral strategies, establishing the research project as a viral campaign for the University of Münster's Master's program.
2 Product Specification: This section defines the Master’s program in terms of its basic academic benefits and additional professional orientation, while providing context on its admission requirements and international profile.
3 Viral Marketing Campaign: This chapter covers the theoretical definition of viral marketing, target market segmentation, the design of the promotional video content, and the specific seeding strategies employed to foster virality.
4 Evaluation of the Campaign: This section presents the quantitative and qualitative results of the campaign, comparing performance metrics against benchmarks and deriving critical learnings for future digital marketing efforts.
5 Conclusion and Limitations: This final chapter synthesizes the project outcomes, discusses the efficacy of the viral approach for educational products, and acknowledges limitations such as the short-term evaluation window and the lack of an integrated marketing mix.
Keywords
Viral Marketing, Social Media, Seeding Strategy, Brand Awareness, YouTube, Facebook, Educational Marketing, Digital Communication, Consumer Engagement, Network Coproduction, Segmentation, Targeting, Positioning, Content Strategy, Performance Metrics
Frequently Asked Questions
What is the primary focus of this work?
The paper examines the application of viral marketing techniques to educational services, specifically focusing on the promotion of a university Master’s program via a viral video campaign.
What are the core thematic areas?
The study revolves around campaign development, seeding strategies in digital networks, target audience segmentation, and the qualitative assessment of viewer interaction.
What is the main objective of the campaign?
The campaign’s primary goal is to generate awareness and raise interest among prospective students for the business administration Master’s program at the University of Münster.
Which scientific methodology is applied?
The project follows a practical approach, utilizing social media interaction data and applying marketing theories like the STP model (Segmentation, Targeting, Positioning) and the McKinsey Brand Funnel to structure and evaluate the campaign.
What is covered in the main section of the paper?
The main section details the conceptualization of the viral video, the strategic approach to seeding on platforms like Facebook and YouTube, and a data-driven evaluation of the campaign's reach and impact.
How would you describe this work using keywords?
Key terms include Viral Marketing, Seeding Strategy, Digital Networks, Content Marketing, and Higher Education Promotion.
Why was the "Bachelor Library" video concept chosen?
The concept was designed to create humor and surprise, which are known to increase user attention and engagement, while specifically targeting students currently bored with their bachelor studies.
What do the authors identify as a limitation of the current campaign?
The authors note the absence of an integrated marketing mix and the fact that the campaign was evaluated over a short term, making it difficult to definitively link the video to long-term application numbers.
- Quote paper
- Timo Wilhelm Rang (Author), 2012, Viral Marketing Campaigning, Munich, GRIN Verlag, https://www.grin.com/document/266834
