While the viral video phenomenon has occurred in a largely unstructured manner, a number of organizations are attempting to find marketing strategies that rely on the distribution of viral video, with mixed results. Companies such as Kodak, Trojan and Ford are a few of the initiators of this new trend. Humor, wit, and creativity, combined with the randomness of "word of mouth" distribution, causes huge amounts of people to distribute a video among friends, co-workers, collegues and reach masses of random users that are exposed to a video which promotes a brand. Marketing firms have flourished from this form of distribution and now dedicate specifically to the creation of viral video.
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