Viral Advertising

This method of advertising is a popular way for organisations to promote themselves, their products or services. This can range from consumer products (Guinness) to self-parodies and political promotions.

The comments for this post are examples of viral advertising from students in the Graduate Certificate of Marketing at Holmesglen.

All very interesting and great examples of viral advertising! And one from me:

http://www.youtube.com/watch?v=vr3x_RRJdd4&feature=PlayList&p=31A99892D5AF7ED9&playnext=1&playnext_from=PL&index=1

http://www.youtube.com/watch?v=9lp0IWv8QZY

http://www.youtube.com/watch?v=1k08yxu57NA&feature=related

Q1. - How many views for each?

Q2. What are some common features of successful viral advertisments?

Email Hoaxes, Scams, Spam and Chain Emails

The power and ease of using email can also be abused. Emails are used for un-ethical marketing purposes, promotion of illegal schemes and for spreading false rumours. Some examples:

1. Nigerian scam

2. Get rich quick scams - work from home - stock market tips

3. Health and weightloss scams

4. Pharmacy items

5. Politically or racially motivated hoaxes

6. Chain letters to help child cancer victim

Hoaxes can be recognised by a number of characteristics:

1. It appeals to a common fear (heart attack/cancer)

2. It presents an explanation that is simple, seems intuitive and easily understood (but wrong)

3. It looks and sounds scientific or authoritative, and may contain some 'facts'

4. It does not cite or refer to any authority or provide any links to other sources

5. It asks you for forward it on to all your friends etc.

6. All it does is increase your internet download, wastes your time and creates anxiety

7. Hoax chain emails are often associated with viruses and spammers collecting email addresses.

Basic rule is that most chain emails are hoaxes. Check the chain email with one of the hoax web sites and other authorities and do not pass it on!

Check these web sites:

www.sophos.com/security/hoaxes

www.snopes.com

www.truthorfiction.com

www.breakthechain.org

www.scambusters.org

http://www.hoax-slayer.com

www.scamwatch.gov.a

http://www.afp.gov.au/national/major_fraud/internet_scams

http://www.ahtcc.gov.au/tech_crimes_types/fraud.htm

http://www.acma.gov.au/WEB/STANDARD/pc=PC_310529

Q1. What is the impact on internet marketing of these email scams and hoaxes?

Q2. How can consumers be protected in these cases?

Q3. What can ethical internet marketers do?

IPad!

Apple has just announced the iPad. Apple has a reputation for innovation and superb marketing. Apple has had great success with the iPhone and the iPod. However Apple are usually not the first to launch a new product. MP3 players were around before the iPod and 'smart' phones were also available before the iPhone (e.g. Blackberry).

Apple's success is due to its ability to innovate with existing technology, extend it and market it effectively. A key factor in the success of the iPod has been the linkages with iTunes. Similarly, the iPhone linkage with Apple Web Apps (http://www.apple.com/iphone/apps-for-iphone/) has greatly increased the iPhone's attraction.

Q1. Who is the target market for the iPad?

Q2. What makes Apple marketing so effective?

Q3. How is the iPad differentiated from the iPhone, Kindle and netbooks?

Selling Knowledge on the Web

A new business has been launched that sells 8 minute audio recordings of information:

"iMinds offers 8-minute AudioBooks and eBook articles that deliver bursts of knowledge on an array of topics through iPods, eReaders and other technology. Offering a well-rounded subject overview of a general knowledge topic, iMinds is a great way to top up your knowledge in a way that suits your lifestyle and devices."

http://www.iminds.com/

http://www.theage.com.au/technology/technology-news/how-to-get-a-grip-on-almost-everything-20100206-njwc.html

Q1. What is the business model?

Q2. Who are they targeting?

Q3. What is the attraction of iMind compared to Wikipedia?

Hollywood Loses Copyright Case

In the Australian Federal Court, a ruling was passed that removed responsibility for controlling movie downloads (piracy) from ISPs. iiNET was the ISP in question and it had claimed that its subscribers could copy movies across the internet without the ISP being able to effectively control it.

From The Age
"iiNet is not responsible if an iiNet user uses that system to bring about copyright infringement ... the law recognises no positive obligation on any person to protect the copyright of another," Justice Cowdroy said.

Q1. What is the impact on the movie industry?

Q2. How can copyright be protected in these situations?

Q3. What is BitTorrent and how is it used?