Gartner Research

Why Campaigns Go Viral

Published: 18 March 2014

ID: G00262682

Analyst(s): Richard Fouts

Summary

No one can guarantee a campaign will go viral, just as no one can guarantee a hit film. But there are things digital marketers can do to encourage their audience to share, spread and push their ideas into the stratosphere.

Table Of Contents

Analysis

  • Market Noise at an All-Time High
  • A New Communications Environment Has Few Rules
  • Encourage the Target Audience to Share Your Idea
  • Entertain Your Audience
  • Ride the Coattails of a Breaking News Item
  • Engage Your Audience in a Compelling Cause That Is Universal to All Humankind
  • What to Do Next
    • Bottom Line: Tell a Good Story

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.