Le marketing viral : cibler les enfants

Nowadays, companies are getting more and more involved on the Internet. Indeed, Harridge and March (2004) confirm this statement. There are in fact several reasons why companies are increasingly using the Internet. Actually, it is possible for them to introduce their company through a website, to present their products, they are given the opportunity to propose online payments and they can collect information about the viewers of their website in order to create a customer and a prospect database. However, marketing managers are constantly looking for new means to sell effectively. That is why, an increasing number of companies use the Internet as a new marketing channel. In reality businesses use the Internet also to create buzz and to apply viral marketing techniques.
viral marketing is, in this sense, a really contemporary subject. Nevertheless, there is another side that one can consider to study this method of setting up interactive marketing. Indeed, on the one hand, children became one of the favourite targets of advertisers and marketers and on the other hand, they are increasingly using the Internet. Therefore, one can wonder how viral marketing is targeting at children. Thanks to academic articles, it is possible to evaluate this area.
First of all, an overview of viral marketing is provided. In a second part a brief analysis of children behaviours on the Internet is proposed. Then, one will be able to identify the strategies employed by companies to target children online. Finally, to go further, the major stakes and issues are outlined.