As we pioneer the emerging Viral Video Marketing space, we are often asked what we mean when we use the word “Viral”. Viral Marketing is a concept that has existed for years however it has never been wrangled into a structure. Certain veteran marketers we work with believe we are mavericks for aligning ourselves with the concept of Viral. Consequently, we have been encouraged by our stakeholders to define Viral for the world.
We define Viral as the maximization of Earned Media. For those familiar with the digital media space, that makes a ton of sense. For those who are not, let’s start by defining the concepts of Owned Media, Paid Media, & Earned Media as they relate to Viral Videos.