Download Research: The Emotions that Make Marketing Campaigns Go Viral

Article Review Week 9
Running head: Emotions that Make Marketing Campaigns
Research: The Emotions that Make Marketing Campaigns Go Viral
Chad L. Plante
Bellevue University
Article Review Week 9
Marketing is shifting from a landscape where marketers can utilize mass media to
speak at consumers, to one where marketers are simply part of the crowd them
selves. The power of radio, television, print and other one-way interruptive marketing
approaches are quickly losing efficacy. So how does someone get their brand noticed? A
recent article argues that brands must publish more content; what worked well in decades
past is still worthwhile today.
What if your brand or company doesn’t have an active audience of avid content
consumers already? If you don’t already have a large built-in audience, you must attract
them from elsewhere. Viral marketing is one of the best ways to do this.
Viral marketing can break through the noise, create massive brand exposure and
free press, and generate high levels of social engagement, sharing, and brand interaction,
which can lead to sharp increases in digital brand advocacy.
How can any business create a successful viral content marketing campaign?
There are three distinct ways which include: creating a viral coefficient, being able to tie
a brand to an emotional message, and consider the public good. Creating a viral
coefficient requires three steps which are: writing a compelling title, using strong
emotional drivers to make people care and share, and create content that strikes the
correct emotional chords. When you tie your brand to an emotional message think
carefully about how your company, product or service is related to a topic or topics that
taps into human emotions. Finally, when addressing the public good consider what
works well with your brand and how it ties into a message for the public good.
Article Review Week 9
Reference: Libert, K., & Tynski, K. (2013). Research: The Emotions that Make
Marketing Campaigns Go Viral. Retrieved from Harvard Business Review website:
http://blogs.hbr.org