Viral Marketing And Viral Stealth Marketing: Similar But Ambiguous?
Viral Marketing and Viral Stealth Marketing: Similar but Ambiguous?
Table of Contents
INTRODUCTION: 3
STEALTH MARKETING: 3
VIRAL MARKETING: 5
VIRAL STEALTH MARKETING: 6
CONTRASTING MOTIVES: 7
CONCLUSION: 9
References and Readings: 10
Introduction:
Consumer responsiveness to traditional marketing and conventional communication tactics have begun to dwindle, thus diminishing the effectiveness of marketing and promotional efforts. In a move towards gaining consumer attention, organistions are beginning to introduce techniques that cut through clutter present in traditional advertising. One of the techniques that marketers are employing is the use of Word-Of-Mouth (WOM) or buzz marketing techniques. Some of the forms of Buzz marketing are Stealth Marketing, Viral Marketing, and Viral Stealth Marketing (VSM) etc. One important factor to note here is the relatively lower costs involved in this form of marketing technique (Thomas Jr, 2004). As an emerging marketing concept, VSM has begun to materialise in many different areas. VSM, similar to viral marketing, is distinctly different whereby some fundamental differences are present. The objective of this discussion is to compare and contrast these two marketing concepts and discuss their importance.
Stealth Marketing:
The foundation of stealth marketing is based on the belief that most individuals respond to opinions, or views presented by their peers rather than a concentrated campaign targeted at the masses (Kaikati and Kaikati, 2004). Conventional advertising techniques have created an atmosphere where-in consumers tend to be hit with a barrage of advertising messages, all trying to garner their attention, and sell them some product. This overwhelming stream of advertising messages has resulted in consumers adopting a generally distrustful attitude towards conventional marketing attempts (Kaikati and...
View Full Essay