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Table of Contents
1.0 Executive Summary ……………………………………………………………………………………………… 1
2.0 Introduction ………………………………………………………………………………………………………… 1
3.0 Viral Marketing is one of the contemporary marketing elements …………………………….. 3-4
4.0 The Viral Marketing in the 4Ps Marketing-Mix Strategy ……………………………………….. 4-5
5.0 The Impact of Viral Marketing towards Customer Relationship Management …………… 5-6
6.0 Integration of Viral Marketing with Customer Relationship Management ………………… 6-8
7.0 Conclusion ……………………………………………………………………………………………………….. 8-9
8.0 Summary …………………………………………………………………………………………………………….. 9
9.0 Reference ………………………………………………………………………………………………………….. 10
1
1.0 Executive Summary
Today, the innovation of internet has provided viral marketing a number of ways to engage in
word of mouth marketing efficiently at potentially a very low-cost marketing budget.
According to experts, viral marketing works when it meets the following three criteria:
i. Messenger that includes: the subject that receives, the subject’s social connection and
the amplifying receiver.
ii. Message that is both memorable and interesting to be passed on to others.
iii. Environment that includes timing, context, culture and other specific subjects.
This report will focus on the interrelation between viral marketing and the 4Ps marketing mix
model and the relationship and impact of viral marketing and customer relationship
management. The report will represent the implications for marketing experts to generate
brand awareness with social media strategies by targeting wider targeted audiences. It will also
explicate how individuals influence social media as a marketing phenomenon and how fast the
marketing messages are reached to the audiences. We want to see that viral marketing will
benefit brand page administrators to prepare for customer engagement strategies to facilitate
fans’ interactivity for attaining sustainable brand loyalty.
2.0 Introduction
Marketing is how companies create value for customers and build strong customer
relationships to increase customer value. The two marketing objectives are to attract new
customers and to sustain current customers by meeting customers’ expectations.
Previously, traditional marketing is expected in the marketplace to help the business to reach
its targeted audience. The advertisement appears in various tangible facets like a printed
publication, outdoor advertising such as billboards, and disseminating some telemarketing
approach. It is also broadcasted as commercial advertising on radio or television. However,
traditional marketing plays an integral part in reaching local audiences and influencing
boomers and Gen X generation who are most susceptible to such a sales tactic as they most
likely want to talk to a real person before making a purchase.
Inversely, digital marketing has become tremendously popular due to the cultural,
technological advance, and societal shifts globally. With the rise of digital marketing,
particularly social media, traditional marketing is often undervalued by marketers, and hence,
digital marketing has been renowned. Digital marketing utilizes the internet and other digital
media devices and platforms to promote products and services.
According to ClickZ, bases on its statistic in 2019, “Internet users have formed up to 57% of
the global population, and on average, people spend 6 hours and 42 minutes online each day.
By 2021, it is projected that 73% of all e-commerce sales will come from mobile.”
Statista.com reported the increasing in numbers of social network users in Malaysia from 2017
