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The Viral Concept: the Winning Ticket of the Romanian Online Advertising Industry

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  • Gabriela GROSSECK

Abstract

The connection between the steady development of the Internet in Romania in the last five years, as channel of transmitting the marketing message, and the viral concept, as method of transmitting the message, may become the winning ticket for the Romanian online advertising market. Thus, in the current socio-economic context, any company who wishes to be successful in the virtual space cannot ignore the viral marketing techniques for several reasons. Firstly, we are talking about the profile of Internet users who tend to constitute a new social group. Secondly, we are talking about the thirst for information. And, last but not least, we are talking about the appetite for online chatting, statistics showing that 62% of the Roma-nian Internet users consider it a very "savory" information channel. This article tries to explain, in brief, what viral marketing is, which are its peculiarities, advantages, risks, as well as the limitations of its use, and which the strategies of a viral marketing campaign are. We will illustrate by giving successful examples from the Romanian online market.

Suggested Citation

  • Gabriela GROSSECK, 2007. "The Viral Concept: the Winning Ticket of the Romanian Online Advertising Industry," Informatica Economica, Academy of Economic Studies - Bucharest, Romania, vol. 0(1), pages 41-48.
    • Handle: RePEc:aes:infoec:v:xi:y:2007:i:1:p:41-48
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