In today's mass media-controlled world, companies are facing an increasing challenge in reaching their consumers, who have become almost immune to advertisements and companies marketing efforts.
Many theorists believe that viral marketing, if managed properly, may be an efficient method to communicate with consumers. The purpose of this thesis is to suggest how organizations successfully can use viral marketing in their way of communicating with their customers.
Viral marketing is an electronic strategy, which motivates recipients of the message to forward it to their online network. The principle is based on word-of-mouth marketing, but instead of communication with only one or perhaps a small group of people, viral marketing allows you to reach a larger group of people at one time, even all across the globe.
The advantages of viral marketing are credibility, efficiency and reach ability, while the drawbacks is, according to some critics, are the risk of an uncontrollable spread and the risk that the viral message is perceived as spam as well as the limited possibility for segmentation.
Furthermore, it is often seen that viral campaigns have a tendency to include an element of humor, violence or sex in order to spread, and therefore the thesis will discuss these aspects in accordance to the Danish law concerning viral marketing. Organizations need to reflect on these issues to insure, that they are not in violation with the Danish marketing law.
The entire above mentioned have to be taken in to the consideration before the organization start to integrate viral marketing in their marketing mix.
To shed some light on the subject of viral marketing there will, in the thesis, be an analysis of Visit Denmark's "Danish Mother Seeking"-campaign. In the campaign, a mother was searching for the father of her child on the Internet, but the story turned out to be fake and the mother an actor hired by the Visit Denmark to promote Denmark. The thesis will also come to a decision as to whether the campaign was a success or a failure in the effort to brand Denmark as a travel destination. Furthermore the thesis will discuss the problems concerning the violation of Danish law.
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