Viral Marketing Communication Concepts and Strategies: Changes in Consumer Behavior in the Era of Disruption
Keywords:
Consumer Behavior, Marketing Communication, Viral MarketingAbstract
Marketing has developed from marketing concept 1.0 to 4.0 so that to learn what consumers need and want, marketers must be able to have policies in using appropriate communication so that various information about products can be transferred to consumers. For this reason, it is necessary to better understand communication, especially marketing communication in terms of shaping consumer behavior. The purpose of this article is to provide insight into the field of viral marketing communications. This research methodology is a literature study from several journals that discuss viral marketing communications. The existence of communication can make it easier for someone to interact between one individual and another individual. Without communication there is no process of human life. This means that every human being needs communication to exchange ideas in order to realize what they want. Three main marketing shifts, characterized by product-driven marketing in the 1.0 era, then towards customer-centered marketing in the 2.0 era. Human-centered marketing exists in the 3.0 era. On the other hand, marketing communication tools can include advertising, sales force, signage, shops, displays, product packaging, free product samples, coupons, gifts and others. As for changes in consumer behavior that are increasingly developing, the impact of marketing 4.0 also results in viral marketing through social media networks such as E-commerce, (Tokopedia, Shoppe, Lazada, etc.), Facebook, Instagram, YouTube, enabling continuous two-way interactivity from anywhere and anytime.
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