The concept of "going viral" in marketing often refers to content or campaigns that spread rapidly and widely across various online platforms. While achieving viral success can certainly boost visibility and generate short-term attention, relying solely on the hope of going viral is not a sustainable or strategic approach for long-term success. Here are several reasons why your marketing strategy should extend beyond the goal of just going viral:
Unpredictability of Virality:
Virality is inherently unpredictable. While certain elements may contribute to the potential for virality, there is no guaranteed formula for creating viral content. Relying on unpredictable outcomes is not a solid foundation for a marketing strategy.
Short-Lived Impact:
Viral content often experiences a rapid rise in popularity but can also fade away quickly. The impact may be short-lived, and it may not translate into long-term brand recognition or customer loyalty.
Brand Consistency:
A marketing strategy that goes beyond virality allows for the development and maintenance of a consistent brand image. Consistency helps build trust and familiarity with your audience, contributing to lasting relationships.
Audience Engagement:
Sustainable marketing strategies involve ongoing engagement with your audience. This means understanding your target audience, building relationships, and delivering value over time. Viral content may not necessarily foster this ongoing engagement.
Conversion and ROI:
Viral content doesn't always translate into conversions or a positive return on investment (ROI). A strategic marketing approach considers the entire customer journey, from awareness to conversion and beyond, focusing on sustained value creation.
Competitive Landscape:
In a crowded market, relying on viral success alone may not be enough to stand out. A comprehensive marketing strategy allows you to differentiate your brand and communicate your unique value proposition consistently.
Platform Changes:
The dynamics of social media and online platforms can change quickly. Relying solely on one platform or one type of content for virality exposes your strategy to the risks associated with changes in algorithms, policies, or user behavior.
Long-Term Brand Building:
Building a brand is a gradual process that involves trust, credibility, and reliability. A strategic marketing journey encompasses activities that contribute to long-term brand building rather than focusing solely on short-term popularity.
Adaptability:
A robust marketing strategy is adaptable to changes in the market, industry, and consumer preferences. It allows for continuous optimization based on data and feedback, ensuring sustained relevance.
In summary, while the goal of going viral can be enticing, a comprehensive marketing strategy goes beyond the pursuit of virality. We hope our content goes viral but we don't bank on it. Rather we understand our audience, create consistent messaging, and deliver value over time to build lasting relationships and drive sustained success.
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