The phrase "Viral Marketing" was coined a couple of years ago. It can be defined as any advertising that propagates itself in the same way as a virus, or in other words, an advertising method that once released, is quickly spread by others with little or no control from the originator. But is it still spreading like wildfire?

Perhaps the most famous and successful exponent of viral marketing is Hotmail. Their message ("get your private, free email from Hotmail") was tagged to the bottom of every email sent by customers using their Hotmail account, and thus spread like a virus. This resulted in explosive growth for Hotmail - within a few short years, the company had over 30 million accounts and had spent only $500,000 in marketing. What a return!

Hotmail's viral marketing strategy was quite accidental; the concept of the signature line was an afterthought and almost was never implemented!

So, Hotmail proved without doubt how effective viral marketing could be. The concept has now been around online for a few years, so is it still effective in the fast moving world of the Internet?

As Internet business has become more competitive than ever over the years, online advertising costs have soared. Surely there must still be room for a method that costs next to nothing and is the online version of "word of mouth"? Like their microscopic namesakes, viral marketing methods have evolved (the signature file is commonplace & many people "tune out" as they do with banner ads), but they still survive and spread in abundance. The viral approach can be one of the most cost effective and explosive marketing strategies found online - if used right. So how can you construct your own campaign?

First, you must consider and understand the basic principles. To thrive, a virus must be able to survive and must be able to reproduce. In order to survive, the successful viral marketing campaign must have at its nucleus something useful or interesting - something that users are motivated to pass on. Therefore, we need something that people are going to be interested in. What products then, can be transformed into an effective marketing virus?

Signature lines - Although they are now more mainstream than viral, signature lines can work similar to Hotmail if you supply free email addresses. Make your message as intriguing as possible so people click through to your site.

Free E-books - These can be short books on a subject related to your business, perhaps a book of hints and tips, or a compilation of articles branded with your company details, and an encouragement to pass it on.

Free software - A useful freeware utility, perhaps. You could approach the author of an application you consider useful and do a deal to have it branded. Then give it away from your site, and submit it to download sites such as www.tucows.com and www.download.com

Screensaver - Doesn't have to be directly related to your product line, as long as it is interesting enough and contains advertising for your company or website.

A humorous article related to your field - These get passed around like wildfire - I recall one in a trade magazine (pre-Internet) on what the conversation between Noah and God could have gone like if Noah had been a modern builder. (Noah was full of excuses for construction delays, blaming unions, architects, materials suppliers, etc!)

Humorous images - Imprinted with your company web address and slogan in a corner.

Industry specific jokes - As per the Noah article.

Little desktop games - I've lost count of the funny games friends and colleagues have sent me - branding them with your company details would be a great opportunity. I recall that one of the best ones replicated a computer crash, instilling blind panic the first time you used it, only to reveal an advert for virus protection software after a few seconds! How effective!

Free content for other websites - Pass on any original content you have devised to others, ensuring your credits are retained.

E-postcards - if you can tailor them to be industry specific, and humorous, so much the better.

Think about what would suit your company and what will interest your customers and what they might pass on. Put yourself in their position; what would you find useful or interesting and pass on? What types of things do you currently pass on? Brainstorm the subject, and you should come up with an effective viral marketing idea. If you get it right, it could be the most cost effective, explosive marketing you ever did!

Viral Marketing - Still Catching On?