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Marketing",{"__typename":628,"json":629,"references":670},"GlossaryDescriptionRichText",{"children":630},[631,644,654,658,662,666],{"type":632,"children":633},"paragraph",[634,636,642],{"text":635},"Beim Viral Marketing erstellen Unternehmen oder Dienstleister werbliche Inhalte (auch wenn diese vielleicht nicht direkt als werblich zu erkennen sind), die sich unter den Verbrauchern von selbst verbreiten, weil diese die Inhalte (meist sind es Videos) untereinander teilen. Es steht somit als „Earned Media“ im Gegensatz zum klassischen Mediageschäft (oder „",{"href":637,"type":638,"children":639,"openInNewTab":291},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fpaid-media","link",[640],{"text":641},"Paid Media",{"text":643},"“), bei dem die Werbetreibenden Werbeflächen innerhalb von Medien kaufen. Der Name Viral spielt auf den „ansteckenden“ Charakter dieser Marketingspielart an (so sie denn erfolgreich ist).",{"type":632,"children":645},[646,648,652],{"text":647},"Das Viral Marketing profitiert von der Geschwindigkeit des Informationsaustausches und den großen Nutzerzahlen in digitalen Medien und Social-Media-Netzwerken. Digitale Algorithmen machen es möglich, dass sich die Reichweite von PR- und Werbebotschaften exponentiell steigert, sobald ein Nutzer beispielsweise ein Like auf ",{"href":649,"type":638,"children":650,"openInNewTab":291},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Ffacebook",[651],{"text":39},{"text":653}," abgibt oder einen Inhalt mit seinen Freunden im jeweiligen Netzwerk teilt. Darüber hinaus kann die Effektivität viraler Marketingkampagnen dadurch gesteigert werden, dass digitale Meinungsgeber (Influencer), die bereits selbst über ein großes Netzwerk verfügen, zum Weitergeben der Inhalte angeregt werden.",{"type":632,"children":655},[656],{"text":657},"Wie effektiv Viral Marketing ist, das heißt, wie stark sie Nutzer dazu anregt, die Inhalte zu teilen, ist abhängig davon, wie viral der Inhalt ist. Dieser Grad ist abhängig davon, ob es dem Inhalt gelingt, Emotionen auszulösen. 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