According to the authoritative Word of Mouth Marketing Association (WOMMA), to which IAKI has adhered, viral marketing consists in creating entertaining contents, developed in such a way that they exponentially spread inside the focus target, thanks to modern new media technologies (e-mailing, instant messaging, video sharing, etc.)

Everybody knows that the way people consume media messages has very much changed, in comparison with the age when traditional advertising development achieved its peak. The ideal target of viral marketing are always online users, often connected with other people within virtual communites. Therefore, their potential communicative reach is considerable. In other words, it’s all about peer to peer communication on the Web.

Then, irresistable messages spread like a virus, propagate like a social epidemy, perpetuating themselves thanks to their users, who, once contagiated, pass them on to others like in an endemic way. In this potentially endless chain, consumers unwillingly become free promoters of the brand or product that triggered off the message.

E-mails signalling web games or funny websites are examples of viral marketing, as well as viral videos, frequently based on simple and amusing entertainment, that can contagiate even millions of people in a few days. They are often temporary episodes, named “Internet meme” (meaning “Internet phenomenon”). After attracting and involving a huge number of visitors, they gradually become less appealing.

Actually, what is sharable on the Web is not necessarily viral. Let alone contagious. The dividing line between effective viral marketing and apparent viral marketing lies in the results. Most viral videos circulating on the Internet - even when they are funny and enjoyable - are not functional to brand communication. They aren’t consistent with the brand values, or they are unable to build a unique and desired brand experience, which is key to IAKI’s experiential marketing approach. These pseudoviral  forms of communication can’t hit the target properly, as they are more based on the medium than on the message.

This doesn’t mean than unconventional marketing is limited. Viral marketing can actually multiply contacts in an amazing way, achieve rapid results, and help a brand be perceived as innovative. But it must rely on a rigorous method that:

1. Identify a precise focus target
2. Does not merely consist in sharing creative films, but – without giving up creativity – use it to communicate a unique brand experience
3. Draw inspiration from the target, so as to involve it at the maximum
4. Create tailor-made tools to help the message be as pervasive as possible.

Otherwise, if viral marketing is not deeply rooted into the brand values and product positioning, it may be risky.

Finally, all messages generated by viral marketing are considered independent by consumers, as they are usually sent by someone apparently different from the brand. The more trasparent the process, the better it is. Some examples of hidden viral marketing have been regarded by consumers as misleading, with a negative effect on brand perception.

That’s why IAKI’s viral marketing strictly complies with the World of Mouth Marketing Association’s Ethics Code. After all, when someone knows how to play the business game, there’s no purpose in cheating.