(option 3). In this case, there is a risk of breaking privacy laws since the consent of the e-
mail recipient may not be freely given. Usually only a single follow-up e-mail by the
brand is permitted. So you should check with the lawyers if considering this.
5 Web-link viral. But online viral isn’t just limited to e-mail. Links in discussion group
postings or blogs which are from an individual are also in this category. Either way,
it’s important when seeding the campaign to try and get as many targeted online and
offline mentions of the viral agent as you can.In addition to ensuring promotion on other sites to attract an audience to a site, com-
munications plans should consider how to convert visitors to action and to encourage
repeat visits, as we noted in the section on conversion marketing in Chapter 2. Online
media sites will aim to deploy content to maximise the length of visits. Approaches for
increasing conversion of customers include:
relevant incentive or option, clearly explained;
clear call-to-action using a prominent banner ad or text heading;
position of call-to-action in a prime location on screen, e.g. top left or top right.CHAPTER 8· INTERACTIVE MARKETING COMMUNICATIONS
Figure 8.21Viral marketing example – Subservient Chicken
(www.subservientchicken.com)