Viral Friend Script and the Means and Limitations of Viral Marketing

Viral marketing online takes many forms which include video clips, online Flash games, software applications, graphics, and e-books. In general sense, viral marketing can be perpetuated or transmitted through different means such as word-of-mouth, emails, forums, blogs, and cellular phone text messages. The content of the message is typically interesting enough to create buzz in certain social circles. For instance, some newly released computer game may create buzz among game enthusiasts. Using viral friend script is just one means of perpetuating viral marketing. Basically, this type of marketing relies on existing social networks to spread product awareness and increase sales.

Although theoretically infectious, viral marketing has its natural limits in the real world in a similar sense that pathological viruses and computer viruses seldom reach epidemic proportion. There are many factors that can hamper the spread of a viral marketing. The number one factor is the limit of social contacts. Although people tend to share interesting or useful information, not all will have the time or enthusiasm to do so. Since viral marketing relies on social networks, it eventually reaches its saturation point. Even using viral friend script is internally limited by the actual number of people who subscribe to it.

Viral marketing might be self-sustaining and self-replicating but only to a certain extent. It eventually becomes self-terminating. For it to succeed, it requires that at every participant must transmit the information or idea to more than one person who is also interested or enthusiastic in participating. Hence, motivational incentive is very important to maintain enthusiasm. When it comes to online marketing, the main motivational incentive is the high quality of a product being promoted. If people are satisfied with it, they are likely to recommend it to others within their social networks. Using viral friend script to promote a product has weaker effect because it does not reflect the real enthusiasm of a subscriber or customer. Its referral scheme is more mechanical and less natural.