Viral Marketing needs New Marketing Theories?

Written by Igor Beuker on October 17th, 2007 |

We all learned Philip Kotler’s marketing laws. If you don’t know Kotler or his theories, your job might be a vacancy soon. Or not? In Kotler’s theories, the -P- for Place is key to marketing success,. But that theory is just not applicable for global dotcoms like eBay, Skype or Google. Okay, these NODA’s (No Dollar Advertising Companies) have grown fast by being remarkable and no advertising budget, but -P- for Place simply is overruled by the internet.

Talking about being remarkable? Seth Godin has really coined viral marketing in his books and speeches. I love his theories. But are Godin’s theoretical viral ideas backed by case studies including social media, video portals and conversational tracking? Maybe we should add a new phrase to his tagline: turning strangers into friends … and let them tell their friends about being your customer!

My point? Probably most marketers of 40 years and older have studied Kotler’s laws. And most of these marketers might even have read one or two of Godin’s books by now? (I guess Purple Cow or Unleashing the Idea virus). But loaded with all theories, how can viral marketing still be a myth? How can only 15% of all US viral campaigns succeed?

I think the problem roots in the fact that many older (40+) marketers still don’t have a digital DNA. They will never really grasp what makes digital consumers really tick. So in the digital era, most of these marketers will be promoted to ‘overhead’ soon. Or will these old marketers be transferred to a museum near you? Maybe these marketers will play a key role in Jurassic Park2.0, the Lost World for Marketers? I hope the under 30 marketers with their digital DNA will lead marketing departments within a few years.

But, there’s hope! Jupiter Research Analyst Nate Elliott has an answer to why only 15% of all US viral marketing campaigns are successful? But his answers seem to be available only in a paid Jupiter report? So does he have the answers, or is he trying to sell viral marketing reports? Like Godin is selling viral marketing books? No problem at all! But how will viral marketers improve that 15%, with old marketers still being behind the wheel? Maybe viral marketers need to unleash more viral case studies?

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