It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks. Viral advertising is personal and, while coming from viral marketing techniques pdf identified sponsor, it does not mean businesses pay for its distribution.
Consumers receive the page link from a social media network or copy the entire ad from a website and pass it along through e-mail or posting it on a blog, webpage or social media profile. Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, text messages, email messages, or web pages. The most commonly utilized transmission vehicles for viral messages include: pass-along based, incentive based, trendy based, and undercover based.
However, the creative nature of viral marketing enables an “endless amount of potential forms and vehicles the messages can utilize for transmission”, including mobile devices. The term “viral marketing” has also been used pejoratively to refer to stealth marketing campaigns—marketing strategies that advertise a product to people without them knowing they are being marketed to. The emergence of “viral marketing”, as an approach to advertisement, has been tied to the popularization of the notion that ideas spread like viruses.