IQS hosted the open session “Viral Marketing in Times of Covid-19,” a webinar on the growing trend towards viral digital content during the pandemic that is currently encompassing the planet.
IQS hosted the open session "Viral Marketing in Times of Covid-19,” a webinar on the growing trend towards viral digital content during the pandemic that is currently encompassing the planet.
The session was led by Jan Meyer, a professor at the IQS School of Management who teaches courses in Principles of Digital Marketing, Strategic Marketing, Marketing, Consumer Behaviour, and Digital Communication Strategies. Meyer holds a PhD in Marketing, a Master's Degree in International Business, and a Bachelor's Degree in International Business from Maastricht University (the Netherlands).
Since the onset and spread of the pandemic on a global scale, digital content has registered an all-time high both in production and consumption. Digital content has further extended its dominance thanks to the fact that it is the only channel that can continue to grow despite lockdowns.
From a business point of view, the creation of viral content can have enormous impacts. The open session led by Meyer served to showcase how this channel is a very useful tool to establish customer engagement strategies.
With this in mind, another one of the most important aspects for companies should be anticipation. In such a saturated environment, anticipating the needs of the audience can be synonymous with absolute success.
However, Meyer stressed that it is essential for companies to have a real understanding of the dynamics of online conversations since viral content does not always produce positive returns. Therefore, it is also necessary to understand when and how to prevent viral content when necessary.
Participants in the session were very enthusiastic and asked questions about the role of marketing in the field of tourism after the pandemic comes to an end, the role of influencers in viral marketing, and for examples of viral content success stories from startups. The session was held in English and featured participation from a variety of nationalities.