The Fourth And Five Principles Of Popular Marketing

In the traditional marketing methods, companies often need to invest much money in media promotion. These ways of marketing are too rigid to get the satisfactory results, therefore with the development of the Internet in recent years, viral marketing has been produced. Compare to the traditional marketing methods, viral marketing won the favor of many enterprises with its lower cost and wider spread. The rest structure of the paper is presented as follows. The second section presents the original of the viral marketing and introduces the conception of viral marketing. The third section shows the five main principles of viral marketing and uses three simple cases to explain the principles. The fourth section reports evaluations from three different …show more content…
The rule of this activity is that participants need to pour ice cubes and water from a bucket over their heads and upload the entire process to a social network. Participants who complete the challenge can request at most three people to follow this behavior. Otherwise, the participants should donate 100 dollars to the ALS (Amyotrophic Lateral Sclerosis) association. Ice bucket challenge was originally limited to personal social networking platform to share with each other, but with the participation of some American celebrities are making this event immediately heated up, and spread to the world. There is some evidence from Koohy, H., & Koohy, B. (2014) to suggest that during the ice bucket challenge, the number of people searching for “ASL” ,”IBC” and “MS” in Twitter has increased significantly. This activity as a successful example of viral marketing has two reasons. The first reason is that this activity provides the customers a chance to communicate and interact with anyone, which means the person who takes part in IBC can request anyone join this activity even a number of celebrities. The second reason is many celebrities such as the founder of Microsoft Bill Gates, Facebook founder Mark Zuckerberg, and the public NBA stars took part in this activity made the ice bucket challenge was spread rapidly in the community. In this case, the celebrities who took part in the ice bucket challenge can be regarded as the opinion leaders in the marketing activities. In the community, people are usually more concerned about the celebrity than ordinary people, so celebrities in the social network every move is more compelling, and these celebrities as public opinion leaders have more influence. Therefore, in the ice bucket challenge, the participation of many celebrities not only improve the ordinary people 's attention to this activity but also can bring some people