Viral marketing is not a marketing strategy

This is big. Ok, I gave it all away in the headline but it seems like you have to say it a few times before it sinks in. Viral marketing is not a marketing strategy. Often I’ll hear and see, “viral marketing” mentioned as a marketing tactic. Not by me.

For the love of god people… Viral marketing is not a marketing strategy.

I say this and people nod their heads in agreement only to return with a quip about their viral marketing tactics.

No single product feature or marketing campaign determines the virality of a product – instead, it’s part of a viral loop that connects a disparate set of functions into a cohesive motivation for the user to tell their friends. If the fundamental product doesn’t drive a viral motivation from its users, then it’s very hard to force it with a marketing campaign. In order for it to be viral it must also be inherent in the product itself.

Here is a great article on the subject by Andre Chen, http://andrewchenblog.com/2007/09/01/viral-marketing-is-not-a-marketing-strategy

Another great reason to collaborate and start all of your product development with MRDs that clearly define the user and hence what will motivate that user and how to build those triggers into the product.

Enjoy!

(I’m a BIG Andrew Chen fan! and check-out Rotini a newcomer on the gaming scene.)