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viral marketing| Word-of-mouth advertising conducted in cyberspace. The term was coined by US venture capitalist Steve Jurvetsen, who backed the e-mail venture Hotmail. Viral marketing is usually carried by e-mail. One friend sends an e-mail to another; somewhere in that e-mail is a clickable link that takes the user through to the host Web site where the product or service is sold. |
| Hotmail is the example most often cited by proponents of viral marketing. Spending less than half a million dollars, Hotmail managed to sign up over 12 million users in less than 18 months. This prodigious feat was achieved largely because every e-mail sent by a Hotmail subscriber invites the recipient to sign up for an account. In order to succeed, a marketing virus must spread quickly. The most successful viruses tend to be fun or useful. |
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