E-Commerce Enters The New Stage Of Word Of Mouth Marketing

The long tail theory of Chris and Anderson has completely overturned tradition.

Before the advent of the Internet, the spontaneous word of mouth pmission from mouth to mouth has considerable limitations in speed and breadth.

On the one hand, interpersonal word-of-mouth is usually limited to two levels of communication -- your personal information, and the information you hear from your friends (the so-called acquaintance circles); on the other hand, interpersonal word-of-mouth is often a passive pmission, requiring specific context stimulation, for example, when a bunch of men drink and drink, they will chat to which bar bar is smooth, but if someone arrives at the company early in the morning, they will send you a brief message on MSN, and tell you what bar is going to be there, not that your eyes are sick, or that his brain is sick.

Therefore, in the traditional environment, to do business well, we must rely more on the market, and our business will be good.

If there is no market exit?

For example, Meiji milk powder, no domestic shelves, let alone see what advertising.

It is relying on Internet word of mouth, countless parents, crying and shouting for friends to bring in from Japan or from Hongkong, or at a considerable risk, looking for purchasing vendors on Taobao.

I joked with some friends that if the Meiji milk powder entered China, the brand structure of infant formula market would be faced with a shuffle immediately.

This is the value that the Internet brings to word of mouth marketing, especially the forums, SNS and micro-blog three tools, which make the circle of acquaintances relied on before the word of mouth marketing is quickly broken.

In the traditional environment, word of mouth marketing can affect most of the ten eight little sisters. But under the open Internet interaction environment, your voice can theoretically affect users worldwide.

Word of mouth environment

In traditional practice, we find that word of mouth communication has strong contextual dependence.

For example, when it is almost noon, a few colleagues will open a small meeting on MSN, where can I eat? A person said, "where to go?"

This context is called the word of mouth environment.

Under the traditional category, the word-of-mouth environment has a strong unpredictability, resulting in word-of-mouth behavior can not be artificially guided by the enterprise.

But in the field of electronic commerce, if the consumer's specific behavior is the node, the word-of-mouth environment becomes very clear, and the brand can guide, predict and quantify the word-of-mouth behavior of consumers.

The first word of mouth environment: registration.

When consumers register as members of the website, it often means that they already have a good first impression of the brand. They even have a product that has a preliminary intention. This time, if a certain stimulus action is taken, they can completely induce consumers, invite friends and colleagues to join the website, share information and even buy products together.

Our practice has found that on some products, the number of orders ordered by multiplayer and the number of orders purchased separately can sometimes reach 1:2.

The second word of mouth environment: the end of the purchase.

Needless to say, when the end of a consumer's purchase, her mood must be at the highest level of pleasure and excitement, and usually accompanied by a show of psychological subconsciousness. You see, I have a lot of vision, and the products I choose are good and cost-effective.

Our practice data show that the rate of word of mouth recommendation in this environment can sometimes reach as high as 10%.

Third word of mouth environment: package delivery.

In the statistics of the service addresses of some consumers, it is found that the number of packages that the company serves as addresses is very high. The scenario that may happen next is self-evident: the service of the parcel -- Inspection and receipt -- around the colleagues -- Commentary -- behavior influence.

The fourth word of mouth environment: use comments.

When consumers publish comments on websites, they often have some experience in using them.

If the quality of your product is satisfactory, these customers' enthusiasm for word of mouth recommendation is much higher than you think; if this is just for consumers to comment, it is really a waste.

Word of mouth content

Since the word of mouth marketing of e-commerce is predictable, predictable, what kind of word-of-mouth content you can set up to guide customers to spread word of mouth will directly determine the efficiency of your word of mouth recommendation.

Why do consumers want to spread you? It must be that you have something different to spread.

Cheap, good quality, fast delivery, convenient replacement? Product design is very new. The voice of the lady is very sweet. Is there a rare promotional event? There are free trial products. Consumers who choose to shop online are mostly not busy, but because they are bored, but if you want them to do the "word-of-mouth recommendation" this boring thing, they must give a reason.

For example, Taobao, the most abusive shopkeeper in the history of the fire, Hu Hun son, many people are attracted by the name of scolding, so as to catch a glimpse of Hu's son's literary grace, and even buy a product specially, so he can't wait to give a bad comment on it, and then wait for the computer to be scolded.

The replies of other shopkeeper are all subdued and loaded with grandchildren. Only Hu Kun dares to laugh and laugh at the pungent writing style, which is the place of dissemination.

In our previous practice, we found that the product page is "recommended to a friend", and its number only accounts for 3% of the total number of invitations.

As for hanging up a bunch of SNS, forum, micro-blog's repmission button, the content is just a dry link. I suggest that we withdraw it quickly. This is not a word of mouth marketing, nor how many people will do it.

In this article, I also take a word of mouth recommendation. You can go to see the fence net and read all the posts in the forum. You will know how to plan your word-of-mouth content.

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Word-of-mouth carrier

The so-called word of mouth carrier is the way to provide consumers with word of mouth content to her friends.

The word of mouth carrier has two very important principles: convenience and trust.

You can't expect your members to take the trouble of doing voluntary labor like your own brother.

Convenient, the more convenient, the higher the recommended rate.

This is like our shopping cart process, it is the confirmation page of order product, the confirmation page of delivery address, and the confirmation page of payment. It does not confirm more than three times, and does not refresh more than three pages.

According to the data provided by 99clike software, every time the confirmation process is refreshed in the shopping cart process, more than 10% of the intention to purchase passengers will be lost.

When we compressed the shopping cart process to one key confirmation, the order loss rate dropped by more than half.

At present, the word-of-mouth carriers that everyone is using is no more than SNS, MSN, QQ, forum community, mail, blog (micro-blog). These carriers are in nature the same as using one link to carry out the one to one tracking of word of mouth effect.

However, we found that consumers seem to have a special preference for SMS recommendation. Whether it is the number of registered members or sales, the SMS channel accounts for more than 50%.

This is the trust principle of recommendation carrier.

A link to commercial information is sent to friends of MSN and QQ. In other words, ten to one, it will be turned off as spam messages. In the end, no one will pay attention to advertising posts. The mail is slightly better. The best is better than the short letter, the recipient has a strong sense of trust in the sender, and the reading rate is 100%. By sharing a practical data, the registration rate of the invitation for short message is nearly 20%, and the recommendation efficiency is highly unimaginable in all the carriers. (of course, recommended by mobile phone, there is still a threshold for the one to one binding and tracking technology of the background, after all, most of the e-commerce does not require the registration of the mobile phone). In the end, most of the e-commerce is not required to register with the mobile phone. The registration rate is 20%. The rate of reading is about 20%. You put one

Word of mouth Award

Word of mouth reward is best understood in the word of mouth marketing system, but it seems to be the easiest to ignore.

If you are interested, you can glance over the recommended pages of the mainstream B2C, and they seem to be very mean.

Members are not your relatives. How can they give you voluntary labor?