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Applying Quantitative Marketing Techniques To The Internet
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Category : Business » Internet Marketing
The key to Hotmail’s success was viral marketing. Viral marketing has been described in the marketing litera-ture for more than 30 years, but it wastermed word of mouth or the diffusion of in-novation.
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The key to Hotmail’s success was viral marketing, a term coined in 1997 by SteveJurvetson and Tim Draper, Hotmail’s ven-ture capitalists, to denote a type of mar-keting that infects its customers with anadvertising message, which passes fromone customer to the next like a rampantflu virus. Some Internet marketers nowhope to replicate Hotmail’s success by let-ting their customers perform their market-ing functions for them. Many think viral marketing is a creation of the Internet, but it isn’t. Viral marketing has been described in the marketing litera-ture for more than 30 years, but it wastermed word of mouth or the diffusion of in-novation. Bass [1969] used these types ofmodels to describe the sales of televisions,clothes dryers, dishwashers, refrigerators,and other consumer durables.
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