The Impact of Viral Techniques on Marketing Communications in Ireland
Introduction
The phenomenon of word-of-mouth communication is not new; it has occurred within human
society for centuries (Buttle, 1998; Arndt, 1967). Customers discuss their experience with a
product or service and recommend it to family, friends and contacts (Kozinets et al., 2010;
Dunay, 2012). The traditional, face-to-face, direct and brief format of word-of-mouth is
shifting to one centered on electronic and digital media, (Buttle, 1998; Hennig-Thurau et al.,
2004). Marketers have begun to harness the power of the internet to encourage
communication in a more effective way, giving rise to “word-of-mouse marketing”
(Goldenberg et al., 2001, p. 212). According to the Word of Mouth Marketing Association
(WOMMA, 2007), viral marketing is one of eleven types of word-of-mouth techniques (see
Appendix 1). Within these subgenres, buzz marketing is commonly used to describe viral
marketing; with both terms used interchangeably to describe the other (Rohtak, 2011).
Wilson (2005, p. 1) describes viral marketing as “any strategy that encourages
individuals to pass on a marketing message to others, creating the potential for exponential
growth in the message’s exposure and influence.” A viral message is a “fashionable idea that
propagates through a section of the population, teaching and changing and influencing everyone it
touches” (Godin, 2000, p. 14). The distribution of the viral message across digital media
including blogs, websites and social networks, is facilitated when an individual’s interest is
met. Viral marketing has emerged as a contemporary, effective technique employed by
marketers to generate positive word-of-mouth in a digital setting.
Trusov et al. (2009) note consumer attitudes towards traditional advertising have
decreased significantly. Supporting the findings of Nail (2005, cited in Trusov et al., 2009, p.
90), 59% fewer individuals buy products because of advertisements and 49% fewer
individuals find advertisements entertaining. These findings suggest the need for more
creative marketing techniques to renew consumer interest in marketing messages.
Understanding and implementing new techniques to satisfy these evolving consumer attitudes
is a necessary tactic for engaging current and prospective customers. Brands increasingly use
social media to communicate and interact with their customers. Viral marketing through
videos and social networking content is commonplace on websites such as YouTube and
Facebook. Organisations worldwide use social media to generate buzz and awareness for their
product or brand, but Irish companies overall are less progressive in using digital media to
enhance awareness relative to their UK and American counterparts.
This research investigates how viral marketing is practiced within an Irish landscape
by reviewing pertinent campaigns and assessing their success in strategically targeting human
emotions. Viral marketing’s advantages, limitations and relevance to marketing practice is
examined. The research outlines the components for a best-practice guide for SMEs in
creating and implementing viral marketing campaigns.
The Virus of Digital Marketing
The term ‘viral’ originates from the similarity between the working process of a viral
marketing campaign and that of a virus; both processes infect people and spread without the
requirement of any further effort once taken hold (Dobele et al. 2005). Although the virus
term has negative connotations due to its association with harmful biological viruses and
destructive computer software viruses, the self-sustained viral marketing message spreads
ideas and messages among target audiences with the intent of achieving positive effects. Viral
marketing has emerged as a central topic in digital marketing research; however, what is
required is a deeper understanding of how organisations can plan and create the viral effect
1
through their marketing efforts. Viral marketing campaigns can be created at low cost to
generate interest and buzz across various digital media.
As marketing is about communicating messages, nothing is more effective at quickly
and cheaply spreading a message with maximum impact than a virus (Meerman-Scott, 2008).
Wilson (2005), Pousttchi and Wiedemann (2007), and Rayport (1997) have identified the
factors critical for viral marketing success (See Appendix 2). Some critics of viral marketing
argue “successful viral marketing is the outcome of fortunate circumstances and variables
marketers cannot control” (Pousttchi and Wiedemann’s, 2007, p. 3). These critics view the
strategy instigated by the marketer as irrelevant. By comparing and contrasting these authors’
perspectives, a more comprehensive list of factors may be developed (see Appendix 3).
Three hierarchical stages a consumer must experience before deciding if they are to
pass on a viral message are identified by De Bruyn and Lilian (2005); these are the awareness
stage, the interest stage, and the final decision stage. In an effective campaign, the
organisation has an indirect exchange with the first few receivers of the viral message.
Receivers then take up the role of intermediaries and reach out to additional customers, who
in turn become intermediaries themselves (Helm, 2000). Cakim (2006, p. 114) highlights
several necessary external factors which affect the communication between a company and its
customers, including the ideas of “cross-cultural communication, creative appeal of the
content and the audiences familiarity with the brand, product and company.”
A number of factors that influence the success of a viral campaign are yet to be
examined extensively. One such factor relates to the reasons why an individual may choose to
forward on the marketer’s viral message. Ho and Dempsey (2010) examined the inspirations
behind forwarding viral messages and identify four probable motivations manipulating an
individual’s communicative behaviour: personal growth, group membership, standing out,
and altruism. Marketers leverage emotions as a way to encourage customers to gratify their
needs (McWilliam, 2010).
At least one of six emotions (i.e., surprise, joy, sadness, anger, fear and disgust)
should be the basis of a viral marketing strategy, provided it is appropriately relevant to the
brand, product or message (Lindgreen and Vanhamme, 2005). An appropriate emotion
attracts the most suitable customers to view and appreciate the message, and the more suitable
the receiver, the greater the likelihood they will convey the message to others. Although there
are copious studies in the area of viral marketing, none concentrate on developing a bestpractice guide for organisations to employ when executing a viral marketing campaign.
Methodology
Having already established the basis of this research, it is necessary to reflect upon how the
evidence was collected to support the objectives of the study. Finding reliable and valid
practitioners of viral marketing in Ireland was a challenge for the researcher. The researcher
used a collection of databases and internet search engines using keyword search techniques to
locate SMEs who at some period were actively engaged in the use of viral marketing.
The theoretical framework applied to this research relates to social media and digital
marketing. In designing the research, a combination of exploratory and descriptive research
was identified as the most suitable method in achieving the research objectives (Malhotra,
2010). Exploratory research’s flexibility provided the freedom to refine the study when new
information became available during the research process (Burns and Bush, 2010).
The researcher recognized the access to Irish SME practitioners would mean findings were
credible and original and a case study approach was developed through the use of individual
in-depth interviews with each SME. Case studies were carried out on Batchelors Peas’,
MicksGarage’, and Hairy Baby Clothing Company.
2
Batchelors Peas’ used a four week campaign to generate buzz about the company. The
campaign involved a competition between three Irish bachelor farmers to see who would be
crowned ‘Ireland’s Bachelor of the Year’. MicksGarage carries out giveaways’ each week to
consistently reengage with their fans and generate excitement about the brand. Hairy Baby
Clothing’s held a design your own t-shirt competition over a two month period, involving
existing customers in the design process of a t-shirt with the winning design going to print.
A series of in-depth interviews ascertained the underlying motivations, attitudes, beliefs
and opinions on the specific viral campaign and each lasted an average of 45 minutes. The
rationale for using in-depth interviews to gather information developed from the researchers’
awareness that an interview would allow for valid information to be gather in relation to the
SMEs motivation to engage in viral marketing. The findings from the case studies are
analysed against the questionnaire findings to assess their legitimacy.
Descriptive research allowed the accumulation of the requisite information relating to
consumers’ viral behaviour. A questionnaire, designed to draw specific information from
respondents, relating to their behaviour, attitudes and stimulants to viral messages was
distributed to a representative sample of internet users. As it was not possible to locate
published demographic data outlining the proportion of the Irish population engaging in
online word-of-mouth behaviour through social networks, a combination of area and
judgement sampling was employed to gain a more precise sample of the Irish population.
The questionnaire aimed to establish the respondent’s knowledge of social media and
assess the relationship between emotions and the motivation to circulate a marketing message.
52% of the useable questionnaire responses were completed by male participants representing
an almost even split between male and female, signifying biased findings relating to gender as
not associated with the questionnaire. The type of emotion carried by a message also has a
bearing on the receiver’s likelihood to forward the message.
Findings
In the case studies on Batchelors Peas, MicksGarage, and Hairy Baby Clothing, a direct
channel was provided by which to assess each organisations perception of viral marketing and
experience in using viral techniques. Each organisation believed viral marketing should be
embedded within a firm’s marketing strategy and, relative to traditional marketing techniques;
viral marketing is a low-cost way of engaging with current and prospective customers. The
firms’ motivations for developing viral marketing campaigns centred on: targeting younger
audiences via social media; providing another channel through which to extend customer; and
communicating brand messages through social media. Batchelors Peas target market of
females aged 30 to 44 saw an increase in advertising awareness of 85% to 13% of the overall
market. The viral themed competition drove traffic and conversation to both Facebook and
Twitter with the Facebook App achieving 6,800 individual downloads. MicksGarage began
using social media to assist the customer service aspect of the business. They then used a
weekly giveaway to generated excitement for the brand and each Friday through the
giveaway, the company experiences a surge in interaction from customers which brings on
average 40 new engagers each week. The use of viral techniques came naturally to Hairy
Baby Clothing, as the fun and positive nature of the products being sold was a good fit with
social media. Over last two years, Hairy Baby has ceased advertising spend on traditional
media and have become the leader in its sector of the retail industry. Placing an emphasis on
viral marketing techniques, the company won the Irish Web Awards Best e-Commerce Site of
2011.They discovered viral campaigns were easy to implement and fulfilled objectives not
possible with traditional marketing. Through embedding viral techniques within the
marketing strategy, they are now the third most followed Irish retailer on Facebook, with over
33,000 likes.
3
The three case studies carried out, although offering valid and authentic insight into the
practice of viral marketing would be better supplemented by doubling the number of case
studies carried out to six. The lack of available knowledge on companies engaged in viral
marketing made it difficult for the researcher to gain access to the desired amount of
organisations; with whom the in depth interviews were carried out. Appendix 4 highlights the
research findings carried out on the three Irish SMEs.
The questionnaire provides insights into the behaviour of individuals online and the
likelihood of respondents to engage in viral behaviour, where 83% disclosed likeliness to join
a group. The behaviour exhibited by the respondents cannot be deemed viral behaviour as
such, but it does illustrate the existence of viral communication already present among the
Irish population. The case studies indicated the motivation for developing viral campaigns
revolve around customers possessing a strong digital presence on one or more social
networks. The questionnaire strongly supports the claim that most customers have a presence
on at least one social network with Facebook, Twitter, Google+, YouTube and LinkedIn
being cited as the most popular. The most popular social network was Facebook, as 97% of
the questionnaire respondents have Facebook membership, and 92% accessed their Facebook
accounts daily.
The sample size of 100 respondents although appropriate is too small to guarantee
accurate results across the entire Irish population. In any future study on this area, a minimum
sample size of 500 respondents would guarantee the accuracy of the findings. The
questionnaire sought to understand the level of viral marketing being practised in Ireland;
respondents were asked to provide up to three examples of viral marketing campaigns with
which they are familiar. Although respondents gave 51% gave examples, only 6% of
examples given related to Irish firms. Hence, viral marketing via social networks represents
an untapped path for Irish firms to boost their business and brand image. By using a variety of
viral tools, a brand can boost its presence on the internet, leading to a rapid increase in web
traffic, gaining more links and seeding of the viral message. Similarly, 32% of questionnaire
respondents indicated humour was the greatest influence in forwarding a message. Both
Batchelors Peas and Hairy Baby Clothing grounded their campaigns in humour and surprise.
In a cross analysis of the case studies and questionnaire, the researcher has drawn a
number of correlations:
• Having a digital presence where a firm’s customers may be accessed is vital; if
the company is not communicating where the customers are engaging; it is
challenging to generate business.
• Irish individuals demonstrate a tendency to participate in viral behaviour by
engaging in word-of-mouse with friends and associates. Irish organisations
partaking in viral marketing benefit greatly from the success of the brand’s
message being distributed among potential customers.
• Social networking is the predominant location for a brand’s message to gain its
virality as communication between customers is most prevalent there.
• Viral messages with humour and surprise are most likely to be forwarded.
The Halo of Viral Marketing
Viral marketing among Irish companies is attributed to the company’s ability to encourage
word-of-mouse. Although some Irish firms avail of viral marketing, it is not employed
extensively. Professionals’ and consumers’ awareness of Irish organisations using viral
marketing is low. The Irish population demonstrate considerable propensity to participate in
viral behaviour by engaging in word-of-mouse with friends and associates, classifying the
4
prospective channel for organisations to reach out and communicate their brand message
strategically.
Advertising spend is significantly condensed by using viral marketing as the alternative
to traditional print and media advertisements. Hairy Baby Clothing carries out most marketing
activities through viral techniques and is the third most followed Irish retailer on Facebook.
The organisation uses consistent viral campaigns, employing nostalgia and humour to deliver
its message.
Through an assortment of viral tools, a brand can enhance its presence on the internet,
leading to the rapid upsurge in web traffic, attaining more links and establishing seeding of
the viral message. Viral marketing offers organisations, irrespective of size, an equal platform
in which to compete for awareness and interest. A viral message can deliver an influential and
long lasting message for any organisation. Irish organisations’ low level of viral marketing is
likely due to an absence of information to guide the creation of viral campaigns.
The findings indicate Irish companies use viral marketing to achieve cost saving,
influential and long-term marketing communications with target markets. There is scope for
improvement in the way organisations implement digital technology to reach consumers and
engineer interest in a brand. The benefits associated with viral marketing campaigns outweigh
the risks. To encourage viral marketing amongst Irish organisations and to facilitate the
application of viral campaigns, the author draws on the research to develop a best practice
guide, termed ‘The Halo of Viral Marketing’. The halo denotes the factors pertinent to viral
marketing success; the study concludes by detailing the model further (See Table 1 for a full
description of the model). Each of the nine factors identified in the halo must be included to
heighten a campaigns prospect of success.
Table 1
The Halo of Viral Marketing
1. Purpose
2. Audience
3. Brand
Personality
4. Core Benefit
5. Elaborate
Plan
6. Emotions to
Influence
7. Seeding
8. Tracking
The aim of the campaign is decided, e.g. to create awareness; develop buzz about the
brand; increase sales; or improve relationships with customers.
The target customer is determined by the organisation as the viral campaign will be
tailored around what interests the target customer.
Five types of brand personality: excitement, sincerity, ruggedness, competence and
sophistication (Investopedia.com, 2012). The organisation recognises its type and uses
an appropriate emotion to deliver it e.g. if your brand creates excitement, then a
campaign themed around fun and surprise is appropriate.
The campaign should reflect the offering of the brand. If the company for example is a
mobile network provider, the campaign may focus around communication to make it
relevant to the brand.
The difficult part of the process is creating the idea, which best covers the first four
steps and results in the message going viral. Tools used by marketers include: ebooks, software, free templates or product samples; tell-a-friend links, and video. It
best to come with an idea, which has no direct link to the organisation or brand as it
may be perceived by receivers as being too commercial.
A campaign can use any of the following emotions to generate the desired response of
viral message forwarding: surprise, joy, sadness, anger, fear, or disgust.
If the message is not exposed to the widest possible number of receivers, it is unlikely
to go viral unless it is an exceptionally high quality viral. Well known video sites,
social networks and the use of popular individuals to seed the message are vital. If it is
a good message with good content, the spread of the message will occur organically.
The dispersion of the message should be tracked to gather feedback on its success and
to determine what is effective and what is not. Learn who is interacting with the
message and identify the type of places to further seed the message (i.e., brand
advocate social media pages, and popular websites).
5
9. Assessing
and
Improving
A viral message will not always work the first time. It may require a number of
attempts before becoming effective. The campaign should be evaluated to determine
what worked and what didn’t work as well as how the content could be improved.
What is learnt from one campaign can be used to better the next.
References
Arndt, J. (1967). Word of mouth advertising – a review of the literature. New York:
Advertising Research Foundation.
Buttle, F.A., (1998). Word of mouth: understanding and managing referral marketing. Journal
of Strategic Marketing, 6(1) pp. 241-254.
Cakim, I., (2006). Online opinion leaders: a predictive guide for viral marketing campaigns,
in Kirby, J., and Marsden, P., (eds.) Connected marketing: the viral, buzz and word of
mouth revolution. London: Elsevier Ltd.
De Bruyn, A., and Lilien, Gary., (2008). A multi-stage model of word-of-mouth influence
through viral marketing. International Journal of Research in Marketing, pp. 151-163.
Dobele, A., Lindgreen, A., Beverland, M., Vanhamme, J. and van Wijl, R., (2007). Why pass
on viral messages? Because they connect emotionally. Business Horizons, 50(1) pp. 291304.
Dobele, A., Toleman, D., and Beverland, M., (2005). Controlled infection! Spreading the
brand message through viral marketing. Business Horizons, 48(1) pp. 143-149.
Dunay, P. (2012). Social Media Darwinism. Available at: http://pauldunay.com/influencersvs-advocates-in-b2b-marketing/
Godin, S., (2000). Unleashing the ideavirus, [Online] Available at: www.ideavirus.com
Goldenberg, J., Libai, B. and Muller, E., (2001). Talk of the network: a complex systems look
at the underlying process of word-of-mouth. Marketing Letters, 12(3) pp. 211-223.
Helm, S., (2000). Viral marketing – establishing customer relationships by ‘word-of-mouse’.
Electronic Markets, 10(3) pp. 158-161.
Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004). Electronic word-ofmouth via consumer-opinion platforms: what motivates consumers to articulate themselves
on the internet. Journal of Interactive Marketing, 18(1) pp. 38-52.
Ho, J., and Dempsey, M., (2010). Viral marketing: motivations to move forward online
content. Journal of Business Research, 63(9-10) pp. 1000-1006.
Kozinets, R.V., Valck, K.D., Wojnicki, A.C., and Wilner, S.J.S., (2010). Networked
narratives: understanding word-of-mouth marketing in online communities. Journal of
Marketing, 74(1) pp. 71-89.
Lindgreen, A., and Vanhamme, J. (2005). Viral marketing: the use of surprise, in Clarke, I.,
and Flaherty, T., (ed) Advances in electronic marketing, pp. 122-136 [Online]. Available
at:
http://books.google.ie/books?id=Sms4ZourklEC&printsec=frontcover#v=onepage&q&f=f
alse
Malhotra, N. (2010). Marketing research: an applied orientation, 6th Edn. London: Prentice
Hall.
McWilliam, G., (2010). Building stronger brands through online communities. Sloan
Management Review, 41(3) pp. 43-54.
Meerman-Scott, D., (2008). The new rules of viral marketing: how word-of-mouse spreads
your ideas for free. [Online] Available at: www.davidmeermanscott.com
Pousttchi, K., and Wiedemann D.G., (2007). Success factors in mobile viral marketing: a
multi-case study approach. International Conference on Mobile Business, 1(1) pp. 1-8.
Rayport, J., (1997). The virus of marketing. Fast Company, 6(1) pp. 68-70.
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Rohtak, M. (2011). Guerrilla Marketing. Marque Blog, January 11, Available at:
http://marque-iimrohtak.blogspot.ie/2011_01_01_archive.html
Stelzner, M.A., (2012). 2012 social media marketing industry report: how marketers are
using social media to grow their businesses. Social Media Examiner.
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traditional marketing: findings from an internet social networking site. Journal of
Marketing, 73(1) pp. 90-102.
Wilson, R.F., (2005). The six simple principles of viral marketing. Web Marketing Today, pp.
1-2.
WOMMA, (2007). Word of Mouth 101. Word of Mouth Marketing Association, pp. 1-8,
Available at: www.womma.org
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Appendix 1
Techniques Creating Positive Word-of-Mouth Communication.
Techniques for Creating Positive Word-of-Mouth
Definition
Creating entertaining or informative messages that are designed
to be passed along in an exponential fashion, often electronically
or by email.
Using high-profile entertainment or news to get people to talk
Buzz/Guerrilla Marketing
about your brand.
Identifying key communities and opinion leaders who are likely
Influencer Marketing
to talk about products and have the ability to influence the
opinions of others.
Forming or supporting niche communities that are likely to share
Community Marketing
interests about the brand (such as user groups, fan clubs, and
discussion forums); providing tools, content, and information to
support those communities.
Organizing and motivating volunteers to engage in personal or
Grassroots Marketing
local outreach.
Cultivating evangelists, advocates, or volunteers who are
Evangelist Marketing
encouraged to take a leadership role in actively spreading the
word on your behalf.
Placing the right product into the right hands at the right time,
Product Seeding
providing information or samples to influential individuals.
Supporting social causes to earn respect and support from people
Cause Marketing
who feel strongly about the cause.
Interesting or fun advertising, emails, catch phrases,
Conversation Creation
entertainment, or promotions designed to start word of mouth
activity.
Creating blogs and participating in the blogosphere, in the spirit
Brand Blogging
of open, transparent communications; sharing information of
value that the blog community may talk about.
Creating tools that enable satisfied customers to refer their
Referral Programmes
friends.
Source: The Word of Mouth Marketing Association. Available at: www.womma.org (Accessed: 8
January 2013).
Strategy
Viral Marketing
8
Appendix 2
Three Theories for Implementing a Successful Viral Marketing Campaign
Successful Viral Marketing Campaign Theories
Wilson (2005)
Pousttchi and Wiedemann
Rayport (1997)
(2007)
1. Give away products or
services
2. Provide for effortless
transfer to others
3. Scales easily from small to
very large
4. Exploit common
motivations and behaviours
5. Use existing
communication networks
6. Take advantage of others’
resources
1. Perceived usefulness by
recipient
2. Reward for communicator
3. Perceived ease of use
4. Free mobile viral content
5. Initial contacts
6. First movers’ advantage
7. Critical mass
8. Scalability
1. Stealth is the essence of
market entry
2. What’s up-front is free;
payment comes later
3. Let the behaviours of the
target community carry the
message
4. Look like a host, not a virus
5. Exploit the strength of weak
ties
6. Invest to reach the tipping
point
Source: Adapted from Wilson (2005), Pousttchi and Wiedemann (2007), and Rayport (1997).
Appendix 3
Factors Necessary for a Prosperous Viral Marketing Campaign
Factors for a prosperous Viral Marketing Campaign
1.
The message is perceived as beneficial, relevant and rewarding.
2.
The message must be free to receive, view, use and forward.
3.
Relevant and influential initial contacts used to spread the original message
4.
The content is uncomplicated to view, use, and forward on.
5.
Common human emotions and behaviours are exploited by the message
6.
Reaches the tipping point and copes with surges in communication of the content
Source: Adapted from Wilson (2005), Pousttchi and Wiedemann (2007), and Rayport (1997).
9
Appendix 4
In-Depth Interview Findings
In-Depth Interview Findings
Batchelors Peas
MicksGarage
Hairy Baby Clothing
Employs over 230
people. Part of Valeo
Foods Group. Produces
baked beans, peas and
pulse
Large online retailer of
car parts and accessories
Began operation with
3,000 parts and stocks
over 1,500,000.
Provides nostalgic tshirts and hoodies about
Ireland
Brand based
around fun and
nostalgia.
Yes
Yes
Yes
Lower budgets require
the need to be
innovative in how
companies use money.
Viral activities are less
expensive than
traditional marketing.
Younger demographic
targeted and it was
identified many
customers had a
presence on social
media. Decided a
Facebook app and video
content would generate
buzz for the brand.
Batchelors Bachelor of
the Year Award
Social Media should be
integral part of the
overall marketing
strategy. Excellent for
communicating and
interacting with existing
and new customers.
Original reason for using
social media was to assist
the customer service
aspect of the business.
The viral aspect was
incorporated later to
interact with new
customers and re-engage
existing ones.
Should be an integral
part of a company's
strategy and it suits
young smart companies
who provide either an
easy to remember
brand, motto or product.
Four Weeks
On-going
Did the campaign take
a traditional or viral
approach to
marketing?
Viral - Mix of offline
buzz marketing and
online viral marketing.
Viral – Generated
excitement for brand
through Free-Friday
Giveaway competitions.
The Results
Advertising awareness
of target market of
females aged 30 to 44
increased 85% to 13%
of overall market.
Competition drove
traffic and conversation
to both Facebook and
Twitter. Facebook App
used 6,800 individual
times
Company Background
Should Irish
companies engage
more in viral
marketing?
Interview Participants
View on Viral
Marketing
Motivation for
choosing to engage in
viral marketing
Viral Campaign Name
Duration
Free-Friday Giveaway
Each Friday, company
experiences surge in
interaction from
customers bringing on
average 40 new engagers
each week.
Came natural to the
company through the
fun and positive nature
of the products being
sold. Easy to implement
campaigns based on
viral techniques.
The Muppets ‘Design a
T Competition’
Two Months
Viral - Let the
customers and fans on
Facebook become part
of the brand by
involving them in the
creation of a new t-shirt
design.
Over last two years,
Hairy Baby has ceased
advertising spend on
traditional media.
Leader in its sector of
the retail industry. Viral
marketing techniques
helped the company win
Best e-Commerce Site
2011.
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