How Does The Enterprise Use The Word Of Mouth Marketing To Bid Farewell To Barbaric Growth?

Predicament: "three no" situation needs to be standardized

Problem: current network

Weapon: through the formation

Yang Fei: as an emerging industry, network marketing has developed rapidly since 2006, but it has not yet entered the stage of integration and integration.

Sun Yue: at present, the main reason for the confusion of the Internet marketing industry is that the industry is developing too fast. Many companies only know that they are blindly copying their peers.

For example, a company specializes in providing forum marketing services, that is, guiding users' discussions by guiding a forum or a highly centralized forum, thereby enhancing Internet users' awareness and desire to buy brands, businesses or services.

In fact, this is a good service in itself, but if there are more than ten companies at this time, they can handle the matter at a lower price, even if they have personal friendship with the moderator of this forum, it can be easily manipulated, so the nature of this matter has changed.

In the eyes of customers, this service will become low-end and mystifying.

Therefore, it is the malicious competition that leads to the confusion of the network marketing market and the decline of service quality.

We spend too much time on malicious competition, but we are not trying to innovate and formulate industry norms.

We look forward to the standardization of the industry and the perfection of the law.

For example, we can achieve the goal by establishing industry associations, improving the entry threshold and strengthening supervision.

Only in a standardized environment can enterprises and practitioners invest more resources in product R & D and service promotion, making it possible to make a well-known brand of online marketing services.

Chen Mo: in my opinion, the standardized operation of the word of mouth marketing market is mainly reflected in the following aspects: first, the market environment of word of mouth marketing has been purified, that is, it does not rely on disseminating false information or beating the competitors' behavior against the rules of the industry to win the eyeballs of the netizens. Instead, it builds its own brand through regularization and specialized operation. Two, the word of mouth marketing expert takes the place of the network pushing hand, that is, the professional organization serves the enterprise through planning and creative event marketing, network activities, crisis public relations and so on, and goes into the brand building of the enterprise.

Cao Junbo: the confusion of Internet word of mouth marketing is directly related to the early stage of development in this field.

As a media, the Internet itself has only more than 10 years of history. As the era of Web 2, word of mouth marketing has gained the attention and attention of the industry in recent years.

In the Internet word of mouth marketing industry, customer demand, service mode, and evaluation mechanism have not yet entered a standardized stage.

And the maturity and standardization of this industry also need the joint efforts of the relevant stakeholders in the whole industry and even the netizens, and the improvement of relevant policies and regulations in the industry, so that we can finally achieve it.

Dilemma two: heavy technology or heavy marketing?

Question: because of different backgrounds, there are great differences between different network marketing companies.

Technology oriented companies lack the marketing concept and experience, while the companies that start with marketing are short in technology.

Tactics: the two types should be complementary, equal emphasis on technical means and marketing strategy, and change to integrated marketers.

Wang Hongpeng: as a professional digital media agent, our profit channels are quite diversified.

For example, we usually divide the work into four main stages: first, the insight stage; through the tools of the Ogilvy & amp; century professional tools to monitor and analyze, to examine the health status of customers' brands and products on the network, to provide regular qualitative and quantitative reports to customers, and the second is the strategic structure stage, that is, after finding problems, we will provide a series of digital media strategies and structures to improve the problems, such as website strategy, network media channel strategy and social media strategy. Third, the implementation stage is to provide detailed implementation plan and implementation steps for the first two parts; the fourth stage is also a very interesting part of many customers, that is, to evaluate the implementation of the content.

Among them, the first part and the fourth part mainly rely on similar consultants to conduct in-depth investigation. We collect basic labor costs, while the second part and the third part are generally linked together. Some customers receive commissions, while others rely on the amount of media procurement.

The multi-channel profit pattern of network marketing can be divided into the following aspects: first, subdividing the charges according to the marketing links, for example, according to the links of word of mouth marketing planning, execution and monitoring, and the two is the way of charging, including item system, annual fee system and even sales commission system; three, from the artificial service to the IT based customer service mode, that is, the word of mouth marketing platform; in this respect, the word of mouth marketing enterprise can integrate with the social media platform such as SNS and micro-blog; the four is the sales commission system, that is, combining with the word of mouth marketing IT platform, which is similar to the commercial mode of precision advertisement, that is, paying the fee according to the effect, at present, many network e-commerce customers tend to adopt this cooperation mode. Yang Fei:

Tian Chuanzhao: no matter which form of network marketing is adopted, it is the ultimate goal to satisfy advertisers' terminal demands.

In the current market environment that is not standardized, advanced technology can better meet user needs in terms of user experience, marketing effectiveness and other aspects of advertisers' attention under the same sales conditions.

Therefore, technology can drive network marketing. Technology can bring more new attempts and innovations, and ultimately return to marketing results.

Wang Hongpeng: from the perspective of trend, word of mouth marketing in the future will take strategy and brand as guidance, and develop towards integrated marketing and technology marketing. After all, no technology can have systematic operation.

As an integrated communication company, the Ogilvy century has paid more attention to marketing planning in its initial stage, but now it has stepped up its investment in technology.

Of course, the technology oriented companies need to make up the marketing theory and experience after doing a large scale.

Therefore, these two types of companies ultimately come to the same goal.

In the future, the network communication organization will become a system integrator and help customers to sort out, build and coordinate specific work. For example, when the customer puts forward the demand, the agency should always connect and integrate resources when executing.

Predicament three: is it a professional road or a comprehensive road?

Problem: Internet word of mouth marketing is more complex than traditional marketing, so the degree of standardization of services is very low, and it is difficult to realize the rapid expansion of service scale.

In addition, there are relatively few venture capital to enter this field, which limits the development of enterprises.

Weapon: excellent enterprises are gradually refining their service items and highlighting their core strengths, and more venture capitalists are willing to invest in innovative enterprises with core technological advantages and fast growth.

Liu Dongming: integration is the general trend of word of mouth marketing.

Now, the Internet is showing a trend of fragmentation. Netizens' browsing behavior, Internet tools and Internet time are cut into fragments.

If marketing is likened to fishing, the small group of consumers will travel and disperse in different ponds one day.

Then, how can we effectively sell, "catch" consumers? Hold alone a pond under the bait fishing, even if the ultimate, the effectiveness is also limited.

Therefore, around the center of brand, from word of mouth marketing, website building, search engine marketing, IM marketing, SNS marketing, micro-blog marketing, wireless marketing...

The eighteen weapons should be integrated. This is the concept of DM network integrated marketing organization advocating the Digital Integrated Marketing Communication (DIMC).

Chen Mo: the core of word-of-mouth marketing is planning and creativity, and with the help of technical means, we can achieve effective monitoring and statistics.

Therefore, word of mouth marketing is mainly based on planning creativity and technology.

Although the Internet word of mouth has sprung up thousands of troops, but unlike the portal, search, video and so on, there is a large amount of capital injection. At present, venture capital is still relatively limited in this field, which limits the development of enterprises to a certain extent.

Sun Yue: at present, most of the Internet word of mouth marketing service enterprises in China are still in the initial stage or survival period. For the sake of the company's access to business, they can only receive more customers and strive to acquire more experience. Sometimes they even do everything by fair means or foul.

Needless to say, the current word of mouth marketing company, which is preferred by investors, is either a professional service provider with certain customer resources, or a service provider with core products and development prospects. It is not particularly optimistic about the comprehensive word of mouth marketing company. This situation also exists in other marketing companies besides word of mouth marketing.

Tian Chuanzhao: because of the strong relevance of Internet advertising, advertisers want to be able to control Internet advertising services through an advertiser.

Therefore, the current service providers in the market are mainly integrated services, but the excellent enterprises in the industry are also gradually refining their service items and highlighting their core strengths, such as the Boya cube is based on SEM (search engine marketing) technology platform and services.

As the industry is developing rapidly and demand is increasing exponentially every year, the Internet advertising service industry has been constantly concerned by venture capitalists in recent years.

However, because of the uneven level of service in the industry, more venture capitalists are more willing to invest in innovative enterprises with core technological advantages and fast growth.

Cao Junbo: whether it's a professional enterprise or an integrated enterprise, the key is to see who can better satisfy the needs of customers.

Compared with other types of marketing service mode, internet word-of-mouth marketing is more complex, so its service standardization is very low, and it is difficult to realize the rapid expansion of service scale.

For example, for the monitoring and monitoring of the brand network, although the current technology can achieve automatic grasping, but due to the restriction of semantic analysis technology, it is difficult to distinguish the positive and negative effects of the relevant content on the brand, so at present many monitoring services are still solved by manual labor.

Therefore, in my view, in this emerging industry, institutions that can promote standardization of network marketing service mode will get better development opportunities.

"Three pronged efforts" to save word of mouth

In 2010, there was a bestseller called "wet marketing", which was a time when everyone was connected, everyone media and reshaped relations had a new marketing concept.

This can answer the essence of network marketing to a certain extent: through network means, reshaping the relationship between people and brands and products.

This is not only a change in the marketing world, but also a major social change.

Word of mouth marketing, as a new thing in Internet marketing, has become a new marketing way of concern since it just came out. It has only a few years.

Like other Internet products, the products and services of word of mouth marketing are very immature and standardized.

Because it is a new thing, it shows a variety of advantages at the same time, it also presents a mixed situation: service is not standardized, pricing is not standard, the effect is not evaluated.

In the industry situation where mud and sand are falling, many institutions only stay in the stage of attracting "eyeballs" and "a large number of hair net posts". These organizations are also commonly known as "water army" on the Internet.

This practice will not only increase the value of the brand of the enterprise, but will also have a negative impact, and may even violate the regulations and business ethics.

In the past few years, the vicious attack on the dairy industry and household appliances industry has had a negative impact on the society in varying degrees, and has also had a huge negative effect on the network marketing industry itself.

It is never too late to mend.

It is generally believed that the new Internet word of mouth marketing industry can save itself in time. It is generally believed that this need to start from three angles: first, the third party agencies intervene in the formulation of industry standards, that is, third party neutral organizations and industry authority companies jointly promote the formulation of industry standards, so that word of mouth marketing can be followed; secondly, it improves the quality of employees from a professional perspective, strengthens the training of practitioners of word of mouth marketing, and enables employees to have professional operation ability; finally, it advocates "green marketing" from a moral point of view, and calls for self-discipline, law, industry, media, third party institutions and authoritative companies to supervise jointly.

The word of mouth marketing industry in the future is bound to be a sunrise industry with institutional self-discipline, industry standards, association supervision and multiple supervision of legal supervision.

It is learnt that at present, China International Public Relations Association is formulating the industry marketing standards and standards, hoping to play a beneficial role in the healthy development of the whole industry.