Engineering Viral Growth - Tools, Tips, and Tactics for Turning Customers Into Your Marketers (Paperback)

Engineering Viral Growth lays out the essentials ofviral marketing for practitioners. This short book sets forth clearprescriptions and proven methods for making your ideas and products reachfarther, faster, and with greater impact. Of the three growth engines for e-commercepaid advertising, repeat purchase, and viral growthviral growth is the most powerful and costeffective. Unlike paid advertising, viral growth has virtually no incrementalcost associated with gaining new customers. Unlike repeat purchase, viralgrowth happens rapidly and sometimes explosively. In short, viral growth is thecheapest and fastest way to go bigprovided you know what you're doing.In crisp non-academic prose, powered by real-world examples throughoutthe book and by useful mathematical and pseudocode formulations in a technicalchapter, the authors explain step-by-step how you can engineer yourenterprise's viral growth. Drawing on their experience as entrepreneurs, marketers, programmers, and e-commerce strategists, Jack Kinsella and AmaruVillanueva deliver the evergreen conceptual and analytical tools and the up-to-the-minutepractical advice that you need tosucceed in your daily work of viral marketing.Engineering Viral Growth will teach youThe psychological techniquesfrom financial incentives to feature-gatingthat you can apply to stoke the virality of your idea or product. The conceptual toolssuch as viral reach, viral coefficient, and agent lifespanyou need to design and track your viral marketing strategy. A practical understanding of the transmission mechanisms of viral spread and how to engineer smart combinations of voluntary and involuntary mechanisms.

What you'll learn After reading Engineering Viral Growth, you will haveThe tools to design, implement, track, and refine your own viral marketing campaigns. An understanding of the psychology underlying virality and how you can tweak your product and viral vehicles to trigger viral cascade. A toolbox of viral techniques whose successful use is illustrated by 50 case studies. The ability to write code that tracks and optimizes virality.

Who this book is for

Engineering Viral Growth gives marketers, software and data engineers, entrepreneurs, and product managers the evergreen conceptual and analytical tools andup-to-the-minute practical advice theyneed to leverage viral marketing viral marketing for maximum growth and ROI.