Viral marketing communication (VMC) is consumer-to-consumer marketing tactic where individuals pass on marketing information to others via the internet. A vast network is created as potential buyers relay details about various goods or services to other potential buyers (Xavier & Summer, 2009). In contrast to direct consumer marketing where companies are trying to sell to buyers, VMC uses buyers to pass the word to others. This type of marketing relies on the personal relationships of buyers with others to increase a product or good’s visibility, as buyers may be more apt to trust someone they know, rather than a big marketing group advertising how good a product or good performs.
Integrated Marketing Communications
Integrated marketing communications is the presentation of a consistent message across various channels to promote products, services, or goods (Kitchen & Burgmann, 2010). With the inclusion of the internet, the various promotional media channels have increased and companies are striving to portray a single and unified image to stakeholders. While there are many barriers to incorporating IMC, (power and control issues, stakeholder and agency skills, flexibility, lack of vision, and fear of change, among others), most companies have embraced IMC, especially as it pertains to its image on social media and corporate social responsibility factors.
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Advertising and Public Relations
Dove Real Beauty (Dove.com, 2013) campaign uses real, everyday women to promote their products. Instead of near-perfect models, women that look like the ones I know are viewed as beautiful. Other companies, such as Olay, should also take this approach to appeal to all women. While Oil of Olay has been around since the 1950’s, Dove’s Real Beauty Campaign has gained popularity as is targets the everyday woman.
One way for Olay to embrace the everyday woman, is to also use the everyday woman as a face of the product. An all-call to users of the products, especially over years, will show the effectiveness of the product, and appeal to potential users. Using photos over time, the evolution to a woman could be documented and revealed as a marketing campaign.
- Dove.com (2013). The Dove Campaign for Real Beauty. [online]
- Kitchen, P.J., & Burgmann, I. (2010). Integrated marking communication. In J.N. Sheth & N.K. Malhotra (Eds.), Wiley International Encyclopedia of Marketing. NJ: Wiley & Sons.
- Olay.com (2013). History of Olay. [online]
- Xaviee, L.J.W., & Summer, G.Y.S. (2009). Virtual marketing communication: The internet word-of-mouth: A study on consumer perception and consumer response. [online]
