“It’s Going Around”
What is Contagious Marketing and how can it help grow your brand?
The term “contagious” often possesses a negative connotation, especially during cold and flu season. With each passing day, another “viral” disease spreads amongst children and adults. Currently, a simple sneeze or cough can still inflict emotions with the ongoing coronavirus pandemic. However, as a marketing agency, being contagious is the path to success. A social media post, an email marketing campaign, or even a blog post are a few different options for organic marketing. Organic marketing is the most cost-effective way to gain brand engagement with the ideal spread through word of mouth.
What is organic marketing?
Gheorghe states that “word of mouth communication in marketing is a relevant topic due to current consumers’ behavior evolving and becoming more immune to traditional means of marketing communications such as advertising. Consumers will engage in conversation with the purpose of gaining more information that will eventually reduce the risk and help them understand the service prior to consumption” (2012). In the ever-changing world of online media, engagement is on another level than in the past. A few friends sitting around, drinking coffee, and discussing their most recent buying experiences is not as common as it used to be. With fewer people gathering and engaging personally, the next best option is virtual. An online review of your company can help your growth just as quickly as it can hinder it. Gaining online word-of-mouth is an excellent example of earned media. To obtain online word of mouth, a company’s brand must be “catchy” or have the capability to go “viral.”
“Consumption-related online communities are also online channels in which online WOM takes place and where individuals with an interest in a product category interact for information (like purchase advice), connecting with other like-minded individuals, getting social support (with limited social presence, though) and/or participating in complaint or compliment interactions” (Hoffman and Novak, 1996; Kozinets, 1999; Cothrel, 2000). These communities are becoming a crucial puzzle piece to social consumption. Most human beings crave connection and the sense of community. Brands should be using the content on their platforms to create a comfortable and transparent view, all while trying to maintain “catchy.”
Jonah Berger is the author of Contagious: Why Things Catch On. Throughout the book, Berger describes a few reasons behind what makes a product contagious. One reason is plainly that some are better than others. Businesses and consumers are always searching for the best and most efficient; it’s how the communication and marketing fields continue to grow. Another reason is attractive pricing. Customers would rather see a product cost $5.99 rather than six dollars even. If both products are the exact same, of course the customer is going to choose what appears to be the cheaper option. Berger also discusses word of mouth communication and why it is more effective than traditional advertising, as it is persuasive and more targeted.
Six principles of contagious marketing
Berger explains that what makes marketing content contagious can be described in six principles.
1. The first principle is called social currency. Social currency is essentially the idea that what consumers talk about affects how others see us. As a brand, what issues you choose to stand up for will decide how your audience engages with the content shown.
2. The second principle is triggers. How is your content prompting people to relate to other things? How can you ensure that your content lingers for continued brand promotion success?
3. Principle three is emotion. Crafting content that evokes appropriate feelings will prompt consumers to discuss amongst others.
4. Fourth is public access/publicity. Are consumers able to view your products being used? Imitation is common as trends are constantly changing, but it is impossible to imitate something that is invisible. A company should compose a product or brand that is residual after the content is posted. 5. The fifth principle is practical value. If you follow the theory that people are inherently good, the factor that most humans want to help others is in the forefront. Even if you believe that people are inherently selfish, the principle still stands. An example is when a consumer purchases a charity gift or donates to a noble cause. The exchange of donating and the rush of feeling fulfilled is equal to this principle of practical value.
6. The last principle is stories. A story, as Berger describes, is a “vessel that carries things such as morals and lessons” (2013). What narrative are you spreading for your company? Customers should not be able to share your narrative without mentioning your products, stances, buying experience, and overall presence.
Bringing the components of contagious marketing to your business
By putting all the principles together, your company will follow the STEPPS to create contagious content. Once you have followed the STEPPS and formed relationships with stakeholders and brand ambassadors, the organic and earned media will speak for itself. When you’re ready to apply the components of contagious marketing to help grow your business and work with our marketing firm in Kansas City, MO, follow these steps:
3. Reach your marketing goals contagious marketing strategies.