How Did Word Of Mouth Marketing Succeed?

In addition to providing good products and services, marketers can also help consumers to get goods quickly, publish comments, spread opinions, enlarge the influence of good reputation, and make word of mouth as a stimulus to purchase services.

The 5 key point to be described below is word of mouth marketing.

Looking for opinion leaders

If you are selling computers, then invite computer professional media reporters to test their driving, and disseminate product information through their brilliant tips, then they can conquer consumers with higher confidence. If the product consumption crowd is mainly young students, find the best student or monitor or class teacher in the class to experience your products, provide communication channels to help them release their own experience and experience is a good way; if your business is mainly producing crop seeds, then it is a good idea to find out your brand story and product quality for agricultural scientists and technicians.

In the era of Web2.0, everyone can be the opinion leader in a small circle. The key is whether the marketing personnel can discern the Pearl and find these opinion leaders.

The opinion leader is an authority in a small circle. His views can be widely accepted by fans. His consumption behavior can be fanatical imitation for fans.

SethGodin, the world's first marketing blogger and vice president of YAHOO's former marketing, believes that word of mouth communicators are divided into two types: strong and casual. The core values of strong leadership are disseminating.

Word of mouth marketing should be successful. Strong word of mouth communicators and random word of mouth communicators are indispensable.

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Create "scarcity" and produce "virus"

Virus marketing in the "virus" is not necessarily information about the brand itself, but the word of mouth based on the product itself can be "virus", which requires that your product should be enough cool, to have a topic of adhesion, so that it is easy to detonate the epidemic and set off a word of mouth marketing storm.

Is there any other company that is better at virus manufacturing and word of mouth than Apple Corp? When it comes to the name of iPhone3G, it can make many apple crazy and envy the marketing industry.

Such a product not only provides many personalized designs, but also the price is surprisingly low.

It would seem very difficult not to let its consumers discuss.

Here, the word of mouth of consumers is about the product itself and the "virus" that spreads very fast.

The important thing is that it is always limited in quantity and needs to be purchased as soon as possible.

The people who own it are fashions, as if they are different from each other overnight and are worth more. They certainly prefer to show off and talk with friends and family.

Integrated marketing communication

Word of mouth marketing is not a new gadget in the field of marketing communication, nor is it a great innovation or revolution. It is just one of many marketing methods in the new media age.

Although word of mouth marketing has the advantages of low publicity cost, high credibility, and strong pertinence, it is also full of prejudice and sentiments of the small citizens. The word of mouth is born and spread among consumers. For marketers, it is out of schedule information and has strong uncontrollability in itself.

Therefore, word of mouth marketing is not a straw to solve the ill effects of poor communication and low return on investment. It only adds a new object to the treasure chest of marketing personnel.

There is no doubt that the progress of communication technology has changed the whole process of consumers' access to consumer information to the final purchase decision.

Traditional advertising theory holds that consumers purchase a product, have to pay attention to, interest, desire to get further information, remember a product to the final purchase of 5 stages, the whole process of communication is from easy to difficult, from many to little inverted Pyramid model.

The Internet provides convenience and unlimited time and space for word-of-mouth of consumers. If consumers are interested in a product and are interested in it, they will usually search all kinds of information about the product on the Internet, and then enter the purchase decision and product experience sharing process after their own fake and true comparison.

In this process, high reputation can play a key role in consumer decision making, which, to a certain extent, makes up for the shortage of traditional marketing communication mode in promoting consumers to purchase decisions.

However, to let many consumers pay attention to a product, the power of traditional advertising is still huge.

Therefore, word of mouth marketing must be supplemented by a variety of integrated marketing methods such as advertising, supplementary materials, direct marketing, public relations and so on.

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Implementation of various incentive schemes

There is no such thing as a free lunch, which may be understood by everyone, but the weakness of human nature makes it impossible for many people to refuse to face free goods.

Giving consumers all kinds of consumer incentives such as coupons, vouchers, discounts, etc., so that they can help you complete a word of mouth process, your word of mouth marketing process will also greatly accelerate.

The e-business enterprises that sell clothes can be familiar with this set. If consumers buy products, they will probably get a coupon. If they recommend the website to their friends and share their shopping experience with their friends, of course, there will be more unexpected gains.

Let us tell you that consumers can not help but become businessmen's propagandist and word-of-mouth communicators.

Lower your figure and listen attentively.

Good news does not go out, bad news travels fast.

Because there was no response to a consumer's blog on computer quality defects, Dell computer performance in 2005 was therefore impacted. This is not a fiction but a fact acknowledged by Dell computer.

One of the main tasks of word of mouth marketing is not to spread good word of mouth, but rather to manage bad reputation.

Unfortunately, there is no universal tool for word of mouth in the world, but this does not prevent marketers from working towards this goal.

Marketers can, of course, hire professional companies to do SEO, shielding any negative information about the company.

But a good way is to open up corporate blogs, brand virtual communities, timely release brand information, collect consumers' word of mouth information, find deficiencies in product services, deal with consumer complaints, reduce consumer complaints, answer consumers' questions, and guide consumers' word of mouth to a good direction.

It is worth noting that consumers are tired of carefully organized news press releases, advertising slogans, and I hate the way you say I listen to my site, and I want to have an equal, sincere and friendly interaction opportunity with the brand.

In the field of marketing communication, advertising has lost an ally, but the brand has built up a close partnership with consumers.

Skoubo, who is known as Bill Gate radio trumpet and Microsoft's former blogger, said: "if we do not run a blog, the business will become a second-class role.

"If you don't listen to the voice from consumers, you will get past the opportunity of word of mouth marketing.