Email & Viral Marketing

Firefox – a viral marketing phenomena


In an article entitled Crazy like a Firefox, Rebecca Lieb says that the Firefox web browser realy is, "a kick-ass browser. It's light, stable, and almost infinitely customizable." Incidentally, it's free and its beta was only launched on Tuesday (9th November). Firefox also appears to be the most successful viral marketing campaign ever on the Internet, generating since Tuesday 1 million downloads per day!!; got 100,000 websites to display banners and buttons and, through the Firefox community raised $250,000 to get an full-page advert in the New York Times.

Looking on the Spread Firefox website I saw some of the tools that they are using to generate such publicity:

Email Signature
Get Firefox!


Ad Banners

In order to build community with college students, Firefox decided to "put out a call for a volunteer to lead a massive grassroots marketing effort targeted at college students." After an overwhelming amount of applications they decided to appoint 6 people.

How PR companies use the Web to generate impressive returns

According to 80% of reporters check search engines for news to write about. However, the focus of one of their articles - How Southwest Airlines Sold $1.5 Million in Tickets by Posting Four Press Releases Online - is how these news engines can be used to drive 'end-consumers' to purchase products and services. In brief, here are the top 5 tips that Southwest Airlines used to generate huge revenues:
Step 1. Research keywords so you know what people are looking for.
Step 2. Copywrite press releases to match search terms.
Step 3. Have special hotlinks on hand, and use them wisely.
Step 4. Distribute via a wire service that hits the Web.
Step 5. Test a variety of releases

Here's an interesting observation that SouthWest Airlines found out, through use of tools like WordTracker and Overture's suggestion tool: "while 12,000 searches were conducted for "cheap airline tickets" on an average day, more than 51,000 searches were conducted for the term "cheap airfare.""

How NOT To Write Online Ads

This article by James Hering put a smile on my face this morning: Why I Love Online Badvertising

Briefly, these are the gems that he cites can be found in bad adverts:

  • Develop your message with absolutely no conceptual idea.
  • Load the ad with lots of really annoying flashing colors
  • Cram as many words as possible into a small space
  • Use abbreviations and code words to slam even more words in there
  • Let's not bother with a clear call to action.

Email marketing – some easy-to-implement tips

Heidi Cohen in an article entitled Found Money: Eight "Quick Hits" offers 8 quick fix tips for generating untapped revenue for you business. I like tip number 4 - putting links at the bottom of all your employees' outgoing e-mail. Given the number of employees who send emails to friends and families, outgoing email messages offer an ideal opportunity to place links to a company's products.

See also:
Setting up Email Signatures

“The Meatrix” – Viral Marketing at its best.

I must recommend that you go and take a look at this Flash Animation, called "the Meatrix". It is certainly thought-provoking and may well prompt you to email the URL to friends or colleagues - the exact purpose of Viral Marketing. Some people may not agree with the style or message but I'm sure most will be able to think of how applications along these lines could be used for their businesses. May I also suggest that you take a look at what the people at Marketing Profs, in their article "Enter the Marketing Meatrix", thought of this form of viral marketing - it certainly makes good reading.

Setting up Email Signatures

In a previous article I mentioned how important email signatures were as a means of driving traffic to your website. In this article I will explain how to go about setting one up. Let's take the following example:

Alun John
Internet Marketing Consultant
Marketing Tom
02920 0000000

Using Outlook Express this is the way that you go about it.


What is Viral Marketing?

Here's a definition from David Chaffey, of the Chartered Insitute of Marketing:

"Like most buzz words ‘viral marketing’ means different things to different people. A viral marketing execution certainly needs to create a buzz to be successful. The two main forms of viral marketing are best known as ‘word-of-mouth’ and ‘word-of-mouse’. Both rely on networks of people to spread the word."

This quote comes from an article by Mr Chaffey, Is there life in viral marketing?, in which he discusses what viral marketing is, how it works and the legal implications of the new EU Privacy Directive. It is worth reading for the brief overview of the implications of the Act on on-line marketing within Europe.

Email Signatures – a powerful tool

Email signatures are an incredibly powerful, yet under-utilised, tool for driving traffic to your website. For those unfamiliar with the term, this is what one looks like:

Alun John
Internet Marketing Consultant
Marketing Tom
02920 0000000

Email signatures are your way of signing off an email message and automatically appear when you hit the 'new' or 'create' message from programmes such as Outlook Express. Email signatures have the following benefits:

1. They are free
2. They are easy to set up
3. They can be modified to suit your audience
4. They can convey as much or as little information as you want

It is suprising how many companies fail to place even the most basic contact information at the end of their emails. Just think about these questions:

? Have you ever clicked on a web address in an email signature?
? Have you ever clicked on a promotional message from a client/potential client?
? Do you ever use emails to quickly identify someone's contact details - be it phone or email address?

Most people will answer 'YES' to the above and if you're not using email signatures, then you should look to start using them now.

Bristol tap water – for only £137!!

The other day I heard that someone in Bristol, England was auctioning a bucket of water on eBay and that the bidding had already reached £12. As a matter of interest I took a look on eBay and found that the bidding price was now £137.50!! One of the conditions of the purchase was that you had to go to agreed place to pick it up.

However, there is a serious side to this story and that is that all the money is going to OXFAM in Southern Sudan who are drilling wells for local people who have no water. So, go to this page and bid. If you do go there, you will have participated in a little viral marketing!