A contagious advertising idea is one that so captures the imagination of its target market that they voluntarily send it to their friends and colleagues, thus endorsing it. We all have friends who want to share a joke with us or help with information. You find it funny or useful and SMS it on. When used as a business tool, it's called 'viral marketing' and it's very profitable.
Viral marketing disrupts the outmoded conventional approach of traditional media and takes the consumer by surprise. You know when TV ads come on and so change channels. You know what a print ad looks like and turn the page. You don't know what a mobisode looks like when sent to your mobile.
The arrival of third-generation (3G) cellular services has made the broadcasting and viewing of video footage a feasible commercial proposition.
The message is: get into viral marketing with mobisodes (mobile to phone movies) at grassroots level in South Africa.
By and large, traditional marketers are not aware of the impact of mobisodes. And even if they are, they don't recommend it because traditional media planning companies only operate in a traditional way. They don't get remuneration in the form of fees and commissions from contagious mobisodes, so why should they suggest it?
But take note of the following interesting facts:
- 117 prime time spots needed to reach 80%, as opposed to three prime time spots in 1979.
- 90% of people skip commercials (Connected Marketing).
- 18% of TV ads generate a positive return on ROI.
- 14% of people trust advertising.
65% of people believe there is too much advertising.
Mobisodes create contagious advertising messages (from TV commercials, short movies to print images) that get passed on, peer to peer, increasing brand awareness and or prompting a call to action. The result? Sales!
It costs a tenth of the price of traditional advertising and, each time it is passed on, the value increases.
full article from Bizcommunity.com here