What is THAT?

Uniposka è l’evoluzione di un blog originariamente dedicato alle frasi che ogni giorno leggiamo nei posti più disparati come i banchi di scuola, la porta del gabinetto, il muro sotto casa, scarabocchi sui sedili dell’autobus, frasi d’amore ma anche insulti. Tutte frasi che talvolta ci fanno sorridere, a volte sono indecenti, a volte sono perfino filosofiche o vere forme d’arte. Recentemente Uniposka ha intrapresa una direzione diversa, concentrandosi maggiormente sul Viral Marketing e il mondo dell’ Unusual Advertising.
Viral advertising awareness, through self-replicating refer to marketing techniques that use pre-existing social networks to produce increases in brandviral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. ^[1] Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily.^[2] Viral promotions may take the form of funny video clips, interactive Flash games, advergames, images, or even text messages.

It is claimed that a satisfied customer tells an average of three people about a product or service he/she likes, and eleven people about a product or service which he/she did not like.^[3] Viral marketing is based on this natural human behaviour.

The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create Viral Messages that appeal to this segment of the population and have a high probability of being passed along.

The term “viral marketing” is also sometimes used pejoratively, to refer to stealth marketing campaigns^[4]–the use of varied kinds of astroturfing both online and offline to create the impression of spontaneous word of mouth enthusiasm.

The term Viral Marketing was coined by a Harvard Business School professor, Jeffrey F. Rayport, in a December 1996 article for Fast Company The Virus of Marketing. ^[6] The term was further popularized by Tim Draper and Steve Jurvetson of the venture capital firm Draper Fisher Jurvetson in 1997 to describe Hotmail’s e-mail practice of appending advertising for itself in outgoing mail from their users.^[7]

Among the first to write about viral marketing on the Internet was media critic Douglas Rushkoff in his 1994 book Media Virus. The assumption is that if such an advertisement reaches a “susceptible” user, that user will become “infected” (i.e., sign up for an account) and can then go on to infect other susceptible users. As long as each infected user sends mail to more than one susceptible user on average (i.e., the basic reproductive rate is greater than one), standard in epidemiology imply that the number of infected users will grow according to a logistic curve, whose initial segment appears exponential.

Among the first to write about algorithms designed to identify people with high Social Networking Potential is Bob Gerstley in Advertising Research is Changing. Gerstley uses SNP algorithms in quantitative marketing research to help marketers maximize the effectiveness of viral marketing campaigns.

With the rise of Millennial business owners and incorporation of video into the preexisting industry of online marketing, viral video outlets have been introduced as a new marketing tool. Just as SEO (Search Engine Optimization) became a popular tool for the marketing of new websites hitting the WWW (World Wide Web). In the same way, Viral Video Optimization (VVO) has become a new way to spread messages to viewers across the many virtual social social networks. The process of V.V.O. harnesses the power of a multitude of video integrated Web 2.0 networks to reach larger global populations, as well as, to home in on niche local communities. The term V.V.O. was first coined by Caitlin Dyer (CTO of a silicon valley based media company by the name of Millennial Productions). However, since then similar or related processes of video marketing have been referred to as V.S.O. (Video Search Optimization) by SEMPO & SES, and S.M.O. (Social Media Optimization) by Rohit Bhargava.

-Tratto da Wikipedia-

Il Viral Marketing presenta diverse sfumature: Ambient Marketing e Street Marketing (quando il messaggio è diffuso nell’ambiente che ci circonda o in particolare nelle strade e non è filtrato attraverso un mezzo di comunicazione specifico), Buzz Marketing (il passa parola), Web marketing (utilizzo della rete e informatica). Spesso questo tipo di “aggressione” viene definita Marketing Guerrilla, per la “violenza” e l’impatto con cui certe pubblicità vengono non presentate ma spesso sbattute in faccia alla gente, prendendo le forme talvolta di veri e propri happening.