Individual essay le tran bao huong AEn T321WSB 7 b1112021286

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Student name:

Lê Trần Bảo Hương

Student ID number: B1112021286

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Academic English

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Unit number:

AEn-T321WSB-7

Class day and time:
Ryan Gabriel

ASSIGNMENT DETAILS
Individual Essay – How can marketing create viral sensations to influence consumer
Title:
purchasing?
1200-1500
Length: words
Due date: 02/01/2022
Date submitted: 02/01/2022

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In this era of rapid development of information technology, there are different ways

to make a product go viral, especially in a society where people are used to social
media. The media is a place that contains a lot of information, images, videos and
many other things, noticed content will be spread widely, so this is considered one of
the most useful methods to help brands become famous. Because so much content is
updated every day, and the public's focus is easily changed by dense content on social
media, businesses need to be constantly updated with information and trends.
According to Valdellon (2019), making the campaign go viral is the dream of many
people, however, it is difficult to predict whether the campaign will go viral or not.
How viral something depends on customer reviews, if that information is enough to
attract them, they will be the ones to spread it. Kagan (2021) also stated that the goal
of marketing is to inspire an individual to want to share it with family, friends and
others so that they grow exponentially in number of recipients. Viral marketing
strategies are often renewed continuously to serve the tastes of the public and bring
many new things, making a product that makes viewers feel like sharing it with others
will be easier to create a trend but also extremely difficult because it requires more
creative thinking.

Viral marketing is a method of promoting the company's products on social
networking platforms, it’s also a smart campaign and used a lot in today's society.
Nowadays, it is not new to hear about something going viral in the media, for example
a clip, sound or sensational news… As with business, it is not uncommon for netizens


to see advertisements for a certain product that become famous quickly and are
enthusiastically passed on by people. According to Buckley (2021), when this
campaign is successful, businesses can use this strategy to achieve a higher return on
investment in their campaign, a strategy that marketers need to learn from. Buckley
also shared that, for a content to go viral, it needs to have a message that convinces
viewers to click the share button, especially funny content. For example, an article by
Scottish singer Caitlin McNeill, posted a post about a dress and asked everyone to

agree on its colour. Many people think that the dress is blue and black and the rest
agree that it is white and gold, which has sparked a great controversy and conveyed to
many parts of the world, according to the article 5 Insanely Clever Marketing
Campaigns That Went Viral, the creators from brands that took the idea from this
debate and created ads around it. Dunkin' Donuts posted a post with the caption:
"Doesn't matter if it blue/black or white/gold, they still taste delicious." has attracted a
lot of interest and love, this is a potential content, even big brands like Lego and Tide
have built content like that. In short, the implementation of a viral marketing campaign
is extremely important, especially in the era when most people use information
technology to access news, businesses need to invest and pay more attention to this
segment to create a solid brand and have a certain position in the market.

To carry out a viral marketing campaign also requires a lot of conditions attached to
it. The first thing is to evaluate the true value of the product, the functions and uses
that they can bring to consumers, determine the target customers, then build a website


dedicated to the product and able to handle a large traffic of account visitors.
According to Roy (2021), in order to prepare for a viral media campaign, marketers
need to be ready for a large number of customers to explode and the number of people
to visit the business website, many marketers have had to closed their account due to
sudden sales spike and difficulty getting it back up and running. Business always have
to prepare everything in advance because their products can suddenly go viral at any
moment. The message is also a very important part of this campaign, to be able to
create content based on customer tastes, marketers need to analyze engagement, visits,
popular keywords and other things, thereby getting closer to customer interests and
laying the groundwork for more successful marketing. According to Komatsu (2019),
an effective way to convey a message to customers can be to tell a story, consumers
can easily absorb information through an attractive story. Therefore, companies must
always ensure that the brand always prepares compelling stories to easily promote the

product to the public. The next step to implementing the campaign is posts that
increase engagement and encourage customers to share. The incentive for audience to
actively engage in a business's campaign is usually a free product or cash reward that
will be given to anyone who shares a post and product message. Free gifts can also
help businesses find potential customers by collecting their emails and sending
customers valuable content or offers from the business. Last but not least, marketers
and businesses need to be honest in their products, develop and build reputable brands
that make customers feel secure when using, create credibility and loyalty to the
product and the business. Buckley believe that there will not be any successful


marketing campaign if the product does not meet the customer's expectations, the
effect is not consistent with what the business conveys about the product. Branding is
one of the most important steps in any business, if a brand has trust it will be easier to
create content and make it go viral.

Viral marketing should be chosen by businesses to deploy because of the great
benefits it brings, anyone wants their campaign to be spread widely to everyone. It is
like a "leverage" to make the brand more known in a very short time, closer to
customers. Viral marketing is considered an extremely effective campaign for any
business because they do not need to spend too much money on the campaign.
According to Kagan (2021), the cost for traditional marketing is only a small part
compared to traditional advertising campaigns, in addition to the initial capital used to
promote the product to the media. When the campaign successful, customers will be
the ones who transmit the message of the product, and businesses can easily earn
capital and profits on their side. Advertising costs are almost zero once the campaign
has resonated with it. Fraile (2021) also agrees with this argument and states that this
is the hallmark of this campaign and asserts that it will significantly cut distribution
costs. Although this campaign spread very quickly, it took place in a very short time
because the attention of customers is always changing from day to day and the content

is rampant on social networks. Therefore, the construction of content needs a lot of
new ideas and creativity and must be updated with trends continuously, with the huge
potential to reach customers that the campaign brings, it is understandable and obvious


that there is a brand that is rampant on newspapers and social networks all of a sudden.
According to Dudovskiy (2013), because the condition of this campaign depends on
the Internet and social networking sites, it has no geographical boundaries and time
limits in reaching the customer segment. Brand building is extremely important, the
spread will also help customers increase brand awareness, content that is often shared
many times will inadvertently create repetition for customers. Since then they will
remember the brand unconsciously, Bhasin (2020) believes that, once the brand
becomes viral, it will increase its credibility and will be recognized immediately. The
credibility of customers will be increased and the product will also become much
better-selling.

In general, "viral marketing" is now being warmly received by businesses and
marketers, the benefits it brings to products and customers have been analyzed many
times by many articles. This is advice for businesses because this campaign is not too
expensive, recovers capital very quickly, but its impact is huge. According to statistics
from Linqia (2017, p. 3) research, 93% of marketers participating in the study said that
they would spend more than $10,000 on their campaigns and the number is still
growing rapidly. Content type often has a well-designed viral strategy, but virality is
due to luck, creativity, and preparation (Alba, 2021), making it difficult to determine
sales numbers. However, when marketing is successful, it will bring a lot of profit to
the business, the brand will also become more influential, attract potential customers
and help the revenue to be stable.


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