A very insightful look at the element of surprise in viral marketing, Maki.

A very insightful look at the element of surprise in viral marketing, Maki.

Generating positive surprise within consumers is the ideal aim of the viral marketer. Better still is when this translates into a positive reaction to what you are offering, like a product or service.

I wonder whether you think that there is any benefit in creating negative surprise, Maki?

It is often said that there is no such thing as bad publicity in this day and age where any buzz at all about you is worth something.

Understanding psychology is certainly useful to getting the concept of viral marketing. The gentle massaging- some might say manipulation- of consumer psychology is indeed at the root of any successful campaign.

I also think that it’s helpful to combine an understanding of psychology with an awareness of human biology.

For example, if the viral marketer can implant the ‘germ of an idea’ in one consumer, the social nature of humans will lead to it spreading to susceptible individuals through social interaction. Just like a biological virus.

Understanding your audience’s schemas is identifying what makes them susceptible to this form of advertising.

But viral money marketing campaigns do not take hold of every consumer- some are immune and will not pass it on via word of mouth. All that is needed, however, is to ‘infect’ enough of those who are susceptible and you have the perfect viral ad.

Interesting stuff, Maki! I look forward to reading where you take the subject next.