Much is being said about viral marketing, social marketing and word of mouth marketing. The advertising industry is running at full speed trying to capture the one element that will launch their clients to the top of the market. CMO's are struggling to get a piece of the consumer driven pie and create the latest and most talked about WOM camapaign.

Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others. Like viruses, these messages multiply to spread your message to hundreds, thousands and maybe even millions of people.

A successful viral marketing strategy need not contain ALL the following components but usually viral marketing consists of at least one of the following –
•Gives away products or services (such as a free ebook)
•Provides for effortless transfer of information to others (through chats and blogs)
•Exploits human nature by giving people what they want or by piquing their curiosity
•Utilizes existing communication networks through the use of white hat or black hat SEO techniques
•Takes advantage of others' resources
•Requires no costs

As consumer driven media creeps into your marketing plan, remember the basic elements and remember to weave these elements into your total marketing campaign.