Atelier Studios

Viral marketing is the process whereby marketers use established social networks as a tool to promote their own brand. A common objective of a viral marketing campaign can be to help generate positive word of mouth communications amongst members of the target audience. These activities are usually targeted at those whom are considered as opinion leaders within the community and by targeting communications at these members of the community are more likely to develop favourable word of mouth recommendations.

This is seen as one of the most powerful tools in a marketing strategies arsenal as consumers seek out the advice of these opinion leaders and treat their views with a great deal of trust and respect. Therefore creating a favourable image of a brand in their mind can be of huge benefit to any companies.

The web has further helped to develop companies utilising viral marketing as there are a vast array of social communities cover virtually every interest, hobby or issue imaginable. Further to this the global nature of the web means that companies can reach opinion leaders all over the world without increasing the cost.