The term ‘viral marketing’ was coined by Tim Draper, a Harvard Business School graduate, to describe the e-mails that aided advertising of products. Viral Marketing has now become to be known as a popular marketing technique that capitalizes on social networks and by-word-of-mouth publicity to increase brand awareness of its products and services. The objective is to increase product sales through carefully designed viral processes. Depending on the quantum of sales, the strategy may also include video clips, interactive forums, advergames, newsletters, e-books, and images with well-structured text messages. Viral marketing is mainly used for new product launches or for promoting event or entertainment event. 
How does Viral Marketing work? The basic idea is behind Viral Marketing is to generate a ripple effect by a series of videos or images going viral on social media, created and paid for involves sharing of product benefits with potential users. There is a pre-designed logistic curve to map the users used to further the interests of the campaign. The success of the campaign largely depends on the rate at which the sales take place. These strategies are often put in place alongside other marketing communication systems such as dedicated public relations and/or extensive advertising. The primary motive of viral marketing is to identify people who can contribute to sales via quality social networking potential. Extensive social networking helps in increasing the credibility of the product or service remaining within the community for a longer duration. Viral marketing may also be explained as a form of stealth campaign that uses under-market advertising to generate an impression that the word of mouth enthusiasm actually springs from use of the product or service. The pros and cons of viral marketing are many. Here we have discussed some of the key points to consider before you invest your money and time into it. Pros Viral Marketing enables businesses to stay afloat within the competitive business world with a strategy that is not only easy to integrate within a well-defined buyer-society, but it also empowers the unattached onlooker with training, tips, and guidance. This is one of the biggest advantages of viral marketing. Viral Marketing allows business propositions to reach out to a wider user group, by effectively making use of the Internet. As we all know how extensive use of Internet affiliate marketing, ezines, and interactive forums enables the entrepreneur to promote the business, globally. The word-of-mouth concept passes on through peer-to-peer recommendation of the product or service. Viral marketing also enables the business to generate revenue from local interest in the venture. 
Cons In Viral Marketing, association with groups and individuals who are unknown could generate scope for the promotion to be subject to competitor viewing. The strength of marketing depends on the transmission of enthusiasm between people, with regards to the benefits of the product being sold. The presence of a competitor within the generated link could dampen the desired strain. Exposure to the Internet, to further the interests of entrepreneurship and generate additional revenue from a global clientèle is not without spam threats, unwanted marketing mix, and also brand dilution. Hardcore selling to benefit from increased commission also runs the risk of losing a few potential buyers. Organic viral marketing creates an invitation. Artificial viral marketing is often misunderstood as spam. Some may not like this kind of product recommendation. Some others may decide to opt out. Viral marketing is capable of generating high product credibility at a low cost. It creates a marketing gimmick by making a particular product or service available across physical boundaries with dedicated Internet marketing and shows high efficiency in generating the opportunity for consistent promotions and commissions. I believe the pros and cons of viral marketing discussed above have helped you understand that it can give you a positive, low-cost solution when it is done right. Chances of a hit-or-miss proposition will always be there, but you cannot win without meaningful metrics before beginning the campaign.
