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The Case of Mekanism in Engineering Viral Marketing Case Study

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Updated: Dec 23rd, 2019

Introduction

Though an entirely new approach towards marketing allowed the Mekanism Company to attract new client, some of its aspects have been considered questionable. Jason Harris, the president of the Mekanism firm, embarked on a new form of marketing to incline the company’s ability in luring additional clients to its portfolio.

The digital social-media firm achieved profound growth within a limited period, something that it least expected during the implementation process of the viral marketing strategy.

However, the efficiency of the firm’s online strategy and the following economic growth allowed addressing various problems and consequently spurred numerous questions within the society (Teixeira and Caverly 1).

The unresolved questions and criticism in the viral marketing case implementation presuppose that the firm might face a downfall if it decides to intensify its marketing prospects by including the television network and print approaches.

Questions Arising from the Case

The case has spurred a variety of questions concerning the viability of the company’s marketing strategy. Particularly, the context of the viral ads should be mentioned as the key concern. The specified approach enables the reader to locate and evaluate the underlying strategies, which have stimulated viral ads to its status.

The questions provoke the thought of viral ads fitness for family viewing. The above-mentioned approach idealizes to the company that there should exist a scale to evaluate the extent, to which clients accrue satisfaction from the developed ads. To be more specific, it is essential to check whether the company should resolve to become an agency.

The main point is that Mekanism is obviously aimed at conjuring a change strategy without caring for its flexibility; hence, the company displays its inability to choose whether to maintain its viral marketing practices or engage into its development plans to become an advertisement agency.

Furthermore, the company should be able to tailor its approach to the needs of the customers, which will require further alterations in its policy..

Solutions to the Problems

When it comes to the choice of a marketing approach, the organization should definitely choose modern technology in general and e-marketing in particular as its key strategy. The company knows that some of its viral marketing campaigns draw large populations of viewers compared to others.

The main point is that through the chart representation of the sample campaigns, which it conducted on numerous multinational corporations between 2007 and 2010, the company realized the importance of targeting to ensure evenness in the development of the video adverts.

The chart analyses a list of brands ranging from the DKNY to Microsoft. With the list containing eleven globally renowned brands, the Olympics drew a population of over 4.05 million viewers while the DNKY lagged with a total of 191,000-viewer population (Teixeira and Caverly 6).

The main problem is that the company’s success is achievable with the application of strategic advertising approaches. For example, the company should be critical in the display of the statistical data revealing the type of materials, which internet viewers share.

Contrary to the company’s expectations, the solution to advancing television media of advertising might be injurious, since the internet platform is a cheaper and a more effective marketing approach (Teixeira and Caverly 8). It is evident that the viral marketing approach is a price-penetrating one.

On the contrary, the television media approach embraces the market skimming ideology. Such facts point out that the company’s perspective to lure additional clientele to its network remains invalid and injurious to its revenue.

Therefore, Mekanism’s top management should view the possible negative effects that the company will incur after making the changes. According to the company’s evaluations, the content of its video advertisements acquires successful outcomes whenever it includes health and family related issues (Teixeira and Caverly 9).

The main problem is that the chosen approach dictates that the company should encourage its marketing team to engage in the development of potential adverts that address the family and health needs of the customers.

Despite the challenges inherent in such practices, a strategic marketing team will be able to optimize the possibilities of each advert development process to address the outlined clientele needs (Teixeira and Caverly 10).

After the engagement of such utilities in every advertisement program, Mekanism will engage a large population of views from the society through the video-sharing process across the social media network.

The solution to the underlined problem is the adoption of the social media platform and the reduction of explicit content in the adverts, which can serve effectively in the television media platform.

The conclusion to be drawn from this point is that many of the world’s television viewers are families, and they will be unwilling to accept the adverts that contain explicit contents as their children may see the latter.

On the other hand, the company can shift the emphasis from retaining its clients to increasing their number through the evaluation of the aspects of the advertising agency.

For example, the case indicates that customers who seek advertising agencies that have full knowledge about their target clientele represent a ratio of 3.91:10 (Teixeira and Caverly 9).

With such credentials, Mekanism can rest assured of achieving success without the use of other forms of media at the extent that its research and development teams will intensify its speculations into analyzing the different demographic groups with their target brands.

The authors assume that after undertaking the task to completion, the viral marketing company will resolve its dilemma by acquiring the exact types of advertising contents and media in reaching different demographic groups.

Another approach that can eradicate the company’s need to advance into the television network is the ideology that television viewers are ignorant to many advertisements. Research indicates that 82% of the television viewers fail to view the adverts aired on channels (Teixeira and Caverly 10).

Secondly, the global computerization of communication and tasks should serve towards the exploitation of additional clientele within the social media.

The main point is that internet users are attentive to acquire information; hence, they will be capable of viewing the information in every appealing advert while in their endeavors (Teixeira and Caverly 11).

Bearing the knowledge that the Mekanism viral marketing approaches remain unchallenged since the company became the field’s market leader, the management should understand the reasons behind such success in a competitive environment.

Presumably, the acquisition of the profound success emanates from the use of a platform that contains other diverse, authoritative, and informative media sites (Teixeira and Caverly 12). For example, its video views draw the attention of YouTube users, who then decide to share it with people via Twitter, Yahoo, and Facebook sites.

Conclusion

The use of the social media platform is the best form of advertising of the contemporary society. Therefore, Mekanism’s questions on whether to advance to or refrain from the use of the television media is answerable through the evaluation of the population present on the internet platform (Teixeira and Caverly 14).

Furthermore, the questionable adverts ran on the social media platform may erode the company’s image once used in the television media.

In order to ensure a continued success in the advertisement business, the company’s management should embark on establishing strategic measures that will revamp its ability to acquire the desired population of viewers while deviating from the use of illustrations that draw negative reviews.

Works Cited

Teixeira, Thales and Alison Caverly. “Mekanism: Engineering Viral Marketing.” Harvard Business Review 1.1 (2012), 1-15. Print.

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IvyPanda. 2019. "The Case of Mekanism in Engineering Viral Marketing." December 23, 2019. https://ivypanda.com/essays/the-case-of-mekanism-in-engineering-viral-marketing/.

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