Word Of Mouth Can Be Marketed.

First of all, I want to review myself. Because of the negligence of some previous problems, I did not clearly distinguish the concept of word of mouth and word of mouth marketing. In blog, there will be some ambiguities in some word-of-mouth events.

Because Facebook Ads has a lot of comments in recent media, the concept of word of mouth has been put forward on various occasions. Many times, the understanding of word of mouth is still quite confusing. Many people in the industry have different opinions on word of mouth communication, word of mouth marketing and understanding, but from a marketing point of view, many are misleading.

I have been thinking about word of mouth recently, and I have my own understanding.

1. understanding of word of mouth and word of mouth marketing

Word of mouth communication is a process, and the process can only be guided by human beings, but it may not be controllable because it is driven by users. Word of mouth marketing is the marketing category, purpose, market analysis, theme, marketing channel, execution plan, budget and so on, and these marketing processes are no less.

2. word of mouth marketing is a carefully planned strategy.

This is not absolute. Many products or companies rely on the strength of brands to achieve word of mouth, which is the category of brand marketing.

As for word of mouth marketing, it is a way to quickly win the market by emerging enterprises hoping to send low cost and high diffusion virus.

For companies like Google and Apple, if someone takes their example as word of mouth, I think it's really empty.

From the marketing point of view, many of the traditional enterprises are behind the scenes. They do a lot of things with what we call word of mouth. Is it not the same reason to return to the Internet?

Different channels, different strategies, but the same way of thinking.

My point of view: word of mouth can be marketed.

3. communication depends on users, marketing depends on itself, details determine success or failure.

The difficulty of word of mouth marketing is definitely higher than most marketing modes, because there are too many subtle links involved.

The main points of word of mouth marketing lie in:

The careful planning of word-of-mouth topics.

Opinion leaders' influence assessment;

Evaluation of carrier.

. grasp the factors of opinion leaders and key nodes in communication.

- track the track of word of mouth, guide and control.

4. I understand the word-of-mouth marketing process and annotation.

Word of mouth creation (well planned word of mouth topic is no longer advertising) -- word of mouth key node (communication channel: opinion leader) -- influence propagation (without missing details) -- word of mouth flow control (guidance, interaction, management)

Case analysis:

Zhang xiaobox succeeded by word of mouth, but the topic advertisement failed. This is inevitable.

We can compare the word of mouth marketing process:

Comparative analysis of Zhang Xiao box:

The operator behind Zhang Xiao box is an experienced marketing expert. Zhang Xiao box's product and image are carefully planned, and how to walk one step at a time is basically known.

There is also a good event marketing on the choice of communication channels.

Many people still do not know that this is a "premeditated" marketing, but in fact, many people are willing to promote Zhang Xiao box.

Don't do too detailed analysis, you can look for it if you are interested.

Comparative analysis of topic advertisements:

Everyone knows that this is an advertisement, and it has escaped the truth. Anyone who has blog can write the topic advertisement, who is the opinion leader?

How to evaluate the effect?

The quality of blog writing is mostly perfunctory. What about the effect?

In the process of topic advertising, it is basically to clear up the mess, not to guide, interact and manage.

If we all know that this is an advertisement, then what is the word of mouth?

Word of mouth marketing is a brilliant means of communication, word of mouth must be advertising, if you say that the spread of XXX how can it be advertising?

OK, congratulations. They did a great job.