电子商务讲解课件(英文) Lecture.ppt

Marketing on the Internet”Beijing Institute of Technology Lecture 4: eMarketing (3) By Clare Sham Email: sclare@ We’ll cover … Viral Marketing Viral Marketing Any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. word-of-mouth, leveraging the media, network marketing” Example: Hotmail Elements of Viral Marketing Strategy Gives away products or services Provides for effortless transfer to others Scales easily from small to very large Exploits common motivations and behaviors Utilizes existing communication networks Takes advantage of others resources Lets examine each of these elements briefly. Case: H Give away free e-mail addresses and services, Attach a simple tag at the bottom of every free message sent out: Get your private, free email at People e-mail to their own network of friends and associates who see the message sign up for their own free e-mail service To ever-increasing circles of friends and associates. Carefully designed viral marketing strategy ripples outward extremely rapidly. Case: Amazon (). Affiliate program with 300,000 links on member websites. Requires robust database Motivation: Revenue Network: Affiliates‘ site visitors Resources: Affiliates website e-mail Geocities () allows members to construct free websites which they invite their friends to see. On each visit an interstitial ad pops up to invite visitor to Geocities. Transfer: Builds website with wizard Requires larger servers and more disk space Motivation: Pride in creativity, family bonds Network: E-mail personal friends family Resources: Members e-mail eGroups () allows members to set up discussion and work groups on line, and then invite their friends to be a part, who can then begin a group of their own. Invitations use eGroups resources. Requires larger se