Well, viral marketing also has its downside.
1 Little control over the outcome
Although I have mentioned we can seed a viral marketing campaign, no one can guarantee if the outcome is what we planned. People in the online community are so diversified.
2 Negative feedbacks lead to crisis
Just like word of mouth, the feedback can be negative. Companies can stop a campaign but the feedback can continue to go viral. This may lead to a crisis for companies and competitors may beneficial from this potential crisis.
Hong Kong Broadcasting Authority received complaints from parents over the Cadbury eyebrows dancing TVC and the commercial was banned [1].
3 Successful campaign may not be a sales generator
The viral marketing can be successful itself but does not mean revenue will be generated in proportion.
Going back to the Cadbury eyebrows dancing TVC, I personally like it very much, I passed it around but I have not bought even one bar of Cadbury Dairy Milk chocolate due to my preference taste and alternatives available!
1 Little control over the outcome
Although I have mentioned we can seed a viral marketing campaign, no one can guarantee if the outcome is what we planned. People in the online community are so diversified.
2 Negative feedbacks lead to crisis
Just like word of mouth, the feedback can be negative. Companies can stop a campaign but the feedback can continue to go viral. This may lead to a crisis for companies and competitors may beneficial from this potential crisis.
Hong Kong Broadcasting Authority received complaints from parents over the Cadbury eyebrows dancing TVC and the commercial was banned [1].
3 Successful campaign may not be a sales generator
The viral marketing can be successful itself but does not mean revenue will be generated in proportion.
Going back to the Cadbury eyebrows dancing TVC, I personally like it very much, I passed it around but I have not bought even one bar of Cadbury Dairy Milk chocolate due to my preference taste and alternatives available!
Interested to read more, please click the Viral Marketing tab on top of the screen or visit Priscilla's, Wallace Fung's, Wallace Cheng's and Celia's blogs.
References:
[1] http://hk.news.yahoo.com/article/100428/4/hqit.html
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