Viral growth

Any business that wants to benefit from viral growth needs to offer incentives for users to invite others to the service. This leads to:

• Lack of control over people, viral marketing is consumer driven as opposed to traditional interruption marketing which is driven by the marketeer.
• Lack of control over content, Digital content cannot be protected from modification by people passing it on. Once the news is seeded, there is no stopping it from spreading.

The Tipping point concept build on the idea of viral growth. This concept introduced by Gladwell suggests that news or products spread at moderate rates first and then at some point in time start to spread epidemically.

Part of: M8-S4 - Reading - Strategies for E-Business - Chapter 11 - Choosing the appropriate e-business strategy for interacting with users