Viral marketing can be an extremely effective form of word of mouth marketing. The process involves crafting a message that is designed to be propagated by its recipients.

One key to success in viral marketing, like other forms of WOM marketing, is to gain access to key influencers within your target audience. Influencers are individuals or groups of individuals who are opinion leaders and trend setters who have the ear of a significant audience.

Once you have identified the influencers in your market, you can craft a message that these influencers will find valuable enough to pass along to the people that they have influence over. A great way to make your message easy to pass along is to design it in an electronic format, such as an email or a web page that can be easily forwarded. Text messaging is quickly becoming the preferred method of communication, surpassing email in some demographics. The next wave of viral marketing will be largely focused in the mobile market.

Whatever the medium, the message itself is the cornerstone of a successful viral marketing campaign. The message can be entertaining, educational, attention grabbing, but most importantly, your message must engage your audience on an emotional level. It is vital that you capture the interest, imagination and excitement of your audience. Study your audience; what can you present that will reach them on a deep level? Is it a goofy video that will make them laugh, an informative email concerning a topic that is important to them?

Natural evolution is an important part of the propagation of a viral marketing campaign. Viral marketing is so effective because the message is being endorsed by piers and influencers, rather than simply being broadcasted by the marketer. As consumers become more savvy, we must seek new ways in which to reach them. We need to start thinking “consumer in” rather than “company out.” Viral marketing answers the need to present consumers with content they choose to experience.