What is word-of-mouth marketing
Word-of-mouth marketing refers to an enterprise spreading its product information or brand through mutual communication between customers in the process of brand building.
Word-of-mouth effect was first put forward by Nintendo President Yamauchi Pu, which means that some works were not noticed by the world at the beginning of sale, but with the passage of time, the word-of-mouth of players gradually became popular.
Word of mouth (WOM of word of mouth) originated from communication. Because of its wide application in marketing, WOM marketing came into being.
Traditional word-of-mouth marketing: refers to an enterprise spreading its product information or brand through mutual communication between relatives and friends.
Both of them have one thing in common: the marketing method has high success rate and strong credibility.
According to the survey of Eight Plus Eight Company: Is word-of-mouth marketing what people in the industry say? Viral marketing? Marketing person Yan Chunhua explained that it is because of its great influence. Many entrepreneurs will find that products with good reputation will produce greater profit value. In China, PR in Qing Dynasty believed that word-of-mouth marketing was a means of publicity by using the power of public opinion. Abroad, there are also many marketers who study it. The new business of SNS and Weibo will also package the whole market more completely.
superiority
1, low publicity cost
2. High credibility.
3. Strong pertinence
4. follow the group.
5. Enhance corporate image.
6. The success rate of exploring potential consumers is high.
7, affect consumer decision-making.
8. Build brand loyalty.
9, more affinity
10, avoid the opponent's edge.
Influence of word-of-mouth marketing on enterprises
1, locate the best promotion keywords and word-of-mouth promotion content direction of enterprises and brands.
2. Improve the information collection rate of enterprises and brands.
3. Improve the keyword ranking of enterprises and brands, and gain competitive opportunities in the industry.
4. Improve the coverage of word-of-mouth information of enterprises and brands, and lay a good foundation for brand building.
Four laws
Fold first: interesting
Before advertising, before launching products, before adding new dishes to the menu, ask for other people's opinions.
Fold 2: Make people happy.
Happy customers are the best advertisers. Get them excited.
Make people happy by making really good things, and introduce products that can play their due functions and be handy to use.
Fold 3: Win trust and respect.
Be a decent company. Be ethical in everything, be kind to customers, communicate with consumers and meet their needs.
The fourth law of folding: simplicity.
Word of mouth is laziness. In order to play its role, we must help it. We must do two things: find a super simple news and help everyone share it.
Word of mouth marketing case
First, the first beauty in Taobao-? Boiled fish queen?
? Boiled fish queen? Taobao is one of the ten million sellers. Her shop mainly deals in clothing and fashion products. But the shopkeeper is young, earning 20 thousand a month, which can be described as beauty, wisdom and wealth. Her network popularity is very high, and she was named by netizens? The first beauty in Taobao? . ? Monthly income of 20 thousand, Taobao's first beauty? The positioning of "all-in-one machine" has aroused the reputation of "all-in-one machine". Alibaba, Cool Six, Global Shopping Information Network and many other media have invited the Queen of Boiled Fish for an exclusive interview. Tudou and Sina podcast invited the boiled fish queen to participate in the 2008 Spring Festival program. Netizens are discussing her deeds enthusiastically. There are many photos and videos of beautiful pictures in the forum, and even a group of die-hard fans have compiled and maintained personal stickers for her. Taobao's first beauty can even be called the brand image symbol of Taobao, attracting more buyers and sellers to rush into Taobao transactions.
On the internet, scandals spread thousands of miles, and good things never go out. It is much more difficult to create a positive brand image than to hype a negative image. But when? Beauty card? When the internet is flooding, the boiled fish queen won't be funny, make a fool of herself, undress or grandstanding, but she can still stand out with a positive image. Fame, brand and popularity are very few cases. The reason is because of the boiled fish queen? Earn 20 thousand a month However, users who open stores online are most concerned about income. A propaganda point with a monthly income of 20 thousand can naturally attract people's attention. The appearance of any red man is bound to meet the psychological expectations of network users.
Word-of-mouth marketing with beauty brands often makes a mistake. What is the final result? Fired the beauty and lost the brand? The reason why this happens is that when planning, the link button between the beauty itself and the brand appeal point has not been effectively excavated, so it is often difficult to return to the brand when making a wedding dress for beauty. Due to the addition? The concept and orientation of a monthly income of 20,000, a vivid, emotional and powerful explanation? Can Taobao make shopkeepers rich? Propaganda point. ? The first beauty? Positioning is flank, A monthly income of 20 thousand is the real stormtrooper, the queen of boiled fish, so that beauty can be obtained and owned.
Finally, should word-of-mouth marketing? A fresh move, eat all over the sky? It should be a combination of blog, forum, video and post bar. The signboard of Taobao's first beauty is also laid for all-round promotion.
Second, iPhone girl word-of-mouth marketing? Is there a flaw in Meiyu?
On August 20, 2008, a netizen in Britain just bought a new iPhone and found three pictures of Asian girls in it, pure and lovely. They were posted on a foreign forum for Apple product lovers (www.MacRumors.com) (the net name is markm49uk), and the whole incident was revealed, which caused a strong response. The brilliant smiling face of the Shenzhen female worker swept the global forum for six days. In Google ranking, iPhone girl has ranked seventh, becoming the fastest rising hot word. From abroad to China, from the Internet to the paper media, the most beautiful iPhone girl in China? Become popular quickly!
Enthusiastic netizens launched a massive human flesh search, but after careful argumentation, they found that iPhone girl was a hype. Moreover, the initiator is the stationmaster of Apple Forum, the first forum of Post Bar, and the net name markm49uk is just his vest. After learning that Iphone girl was specially planned, some netizens wrote:? I really don't want to believe that iPhone girl is a public relations event. I often feel that the world is still beautiful, not all man-made. If Foxconn or iPhone have to do something to discredit? It can be seen that netizens know the truth, quite? Hurt? As a word-of-mouth marketing event, we have to say that Iphone girl is an artificial online fairy tale, but the ending of this fairy tale is too unexpected. ? Artificial? Like a bug in a beautiful apple, here? Perfect word of mouth marketing? Made a big question mark.
Like this? The most beautiful girl? I have seen a lot. Like fairy elder sister, for villa girls and so on are all different versions. Only this time, the starting point is that a foreigner posted photos online, which is more convincing. This is its success. But in the 2.0 network environment, every netizen has his own? Ears? 、? Eyes? And then what? Mouth? They are no longer a group of easily incited thugs. The netizens that marketers face are not one person, but thousands of long tails, and their wisdom is enough to sweep everything away. Something irregular? Word of mouth marketing? The integrity of our website has been increasingly doubted by netizens, so don't try to deceive the world and challenge the collective wisdom of netizens. The positioning of word-of-mouth marketing should be transparent and honest. Sincerity is the foundation, and the true face of marketing is revealed.
3. 36 1? Welcome the flame, China flies? College students' behavior art
On June 1 1, the day before the Olympic torch relay to Xiamen, 100 more than enthusiastic Xiamen University students and social figures gathered at the beautiful Pearl Harbor Beach and held a patriotic performance to welcome the Olympic Games. Welcome the flame, China flies? Performance art activities, * * * celebrate the smooth entry of the flame into Fujian, and make the flame in Quanzhou and Xiamen on June 5438+02? A journey of harmony? And the old Longyan 13? Red tour? Pray for success.
At the activity site, members joined hands to spell out a variety of patriotic symbols to express their feelings, among which? Olympic rings? And very popular in China? Can I? 36 1 degree China flying sign has become everyone's favorite sign. One hundred people hand in hand, heart to heart, became a wonderful gift in the thousands of silhouettes celebrating the flame. This video was filmed and uploaded to the Internet. Combined with popular keywords such as college students, performance art, Olympics, patriotism and flame, the charm of this video has been strongly fermented and quickly became a hot spot on the Internet: Youku, Tudou, Kuliu, Popcorn and other national mainstream video websites have been pushed to the front page. Roughly estimated, the cumulative click-through rate of short films exceeded 6.5438+0 million times. Later, it produced a strong word-of-mouth effect: news was reported on the portal website, and forum posts and blogs that netizens discussed enthusiastically also broke out. At the same time, what is more interesting is that this case has also been induced in the marketing industry? Word of mouth? , China Business News, sales and marketing, international advertising and other authoritative magazines have reported and analyzed, achieving professional word-of-mouth communication.
This 36 1 degree video-based word-of-mouth marketing has several points worth learning. 1, which skillfully uses the hot spots and achieves the effect of four or two thousand catties. At that time, major portals and video websites were keeping their eyes open and ears open, looking for news related to the Xiamen Flame and the Olympic Games. Video meets the needs of the media and netizens, so it has been recommended by the media for free and loved by netizens. 2. The Internet is moving towards the video era. Video is an aircraft carrier in the form of information, which combines rich expressions such as pictures, sounds and words. Video performance is more tense, and it will become an important epicenter of word-of-mouth communication in the future. 3. The implantation of brand information and word-of-mouth content needs clever integration. What is the communication concept of 36 1 degree? China flies? Turn this relatively boring information into a hot event to welcome the torch relay, and make the brand information clear and clear through novel and interesting human jigsaw forms, without being blunt and abrupt.
label
Everything has two sides. Only by grasping the degree can we succeed. Enterprises have good products, promote the generation and spread of benign word-of-mouth through appropriate methods, and spread word-of-mouth quickly. This is the right way. Trying to seek benefits on the internet through improper practices will eventually expose the stuffing and hurt enterprises and brands.