So what is passed around?

A Viral Marketing campaign differs from a traditional offline marketing method with television, radio or print, as it is in the digital medium it can multiply exponentially, persistently growing. You've probably read of the power of viral marketing to do things other advertising can not, to lead to multiplication of visitors to web site visits, people registering at those site and ultimately brand recognition and/or sales.

Those brand impressions in front of the eyes of your target audience are continual whilst people are still passing the marketing item around, they don't just stop when the last pound of your advertising budget is spent. So what are people going to pass around? Your web site address isn't going to be copied and pasted into email clients and sent to friends, people rarely click on a recommend a friend a button, but why?

Sites really aren't that interesting especially commercial sites, you really need something special to get that kind of a reaction from a user and that's not what we are talking about here. You need a viral object, something self contained from your website, something users can take with them and pass onto friends.

These viral items can move freely from user to user, via email, ftp or downloads and end up on their desktop. These can be anything from a game to a useful application, as long as it causes interest and recommendations to your targets and compels them to pass it on.

Many viral marketing users extend the placement of these items into the physical world, burning them to CD for free distribution via traditional methods such as trade shows, direct mail and industry gatherings.

The appeal of these viral items to your target audience is what generates the interest among the target group, fuelling their distribution and keeping it with them on their desktops and in their view. When the moment comes for that prospect to be interested in the product or service you provide, you brand will be triggered in them and purchase or registration can be achieved. They click from their desktop to you at just the right time, provided you a hot lead.

Business Journal discusses how Viral Marketing is spreading on the Net
American City Business Journals Inc. is the America's largest publisher of metropolitan business newspapers, serving 41 of the country's most vibrant markets.