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Compare the Market
Viral Marketing is becoming increasingly important on the internet, and throughout the world
of marketing and advertising. There have been a number of companies that have been very
successful in making something that thousands, sometimes even millions, of people have ended
up viewing on the web. This has the obvious effect of increasing traffic to a website, but it also
means the brand is spread through word of mouth and becomes something that is instantly
recognizable. Compare The Market
It can be seen as the golden ticket to getting your website, or product, or even name into the
public eye and really making a name for itself. Often it can be something ridiculous that just
makes people laugh, or sometimes it is something that sparks a huge debate. Either way it can
be invaluable to business.
One very impressive example of Viral marketing done extremely well is campaigning that was
launched by ComparetheMarket. It all started off with some tv adverts with a little Russian
Meerkate complaining that people were confusing his website with Compare the Markets site.
Seems very silly doesn't it? Perhaps, but it turned out to be quite a stroke of genius.
In the world of search engine optimisation one of the ways Google ranks a website is through
the amount of links, or traffic going towards a website. When people saw this TV advert they
were instantly curious about why a Meerkat was complaining and why there was a site called
Compare the Meerkat. So needless to say thousands of people went to Google and searched
compare the meerkat. Big deal, you might think, how does this help Compare the Market at all?
Well this let them reach a massive audience that normally would have no reason going to a
comparison website, kids who are just curious as to who this Russian meerkat is! This means
they'll be getting more traffic than the other comparison websites, because not only do they
have the normal people searching for cheap car insurance, but also a whole bunch of people
who just want to see a funny meerkat going through to their website. CompareTheMarket
The Compare the Meerkat site is linked to the Compare the Market site, meaning it gets the
benefit of all those extra links going towards compare the Meerkat. The problem with starting a
campaign like this is that it is extremely high risk, they first had to get someone to design the
advert, which is all computer generated. They then had to get website developers to make the
meerkat website, and then they must have had to pay a huge amount of money to get the
advertising space on the television