Analysis Of Online Word-Of-Mouth Marketing Strategy Of Clothing

In tradition clothing In the marketing era, the media has the advantage of resources, and the voice of brand communication is monopolized by enterprises. In recent years, the information world built by the Internet has begun to have a profound impact on people's lives. Consumer independent media has flourished, and the right of communication discourse has become more diversified. Correspondingly, the influence of word-of-mouth on consumers' shopping decisions is gradually increasing, whether these opinions come from friends in the life circle or strangers online.

Word of mouth marketing on the Internet plays an important role in consumer decision-making. When all websites are crazy about recommending a brand, when all major websites are full of praise for a product, and when all major blogs are "showing" a product, will you have the impulse to buy a brand or product? This is the charm of word-of-mouth marketing. Successful online word-of-mouth marketing can affect consumers more than physical channels.

Combination of public praise and network

Online word-of-mouth marketing is also translated as Internet Word of Mouth Marketing, referred to as IWOM, which is an organic combination of word-of-mouth marketing and online marketing. In a broad sense, word-of-mouth marketing refers to enterprises' efforts to enable consumers to spread their product information and brands through the communication between relatives and friends. From the practical level of enterprise marketing, word-of-mouth marketing is a marketing method and process that enterprises use various effective means to trigger enterprise customers to discuss and exchange their products, services and the overall image of the enterprise, and encourage customers to introduce and recommend to the surrounding population.

In the era of online marketing, online word-of-mouth marketing specifically refers to the communication of consumers or netizens through online channels (such as forums, blogs, podcasts, microblogs, SNS platforms, video sharing websites, etc.) about brands, products or services and related multimedia information content.

Online word-of-mouth marketing, which is an organic combination of word-of-mouth marketing and online marketing, adds the Internet link in the middle, and realizes online to offline information dissemination. It aims to use the information dissemination technology and platform of the Internet to transmit word of mouth information through consumers in various forms of expression, open up new channels for enterprise marketing, and obtain new benefits. This new marketing model is an effective supplement to the traditional advertising media. Although its mode and communication form are specific, it is not enough to become the leading communication mode to complete brand building, but the impact of online word-of-mouth on a brand's popularity and reputation is imperceptible and deeply rooted, and its advantages of strong penetration and high credibility are beyond doubt.

Integrate consumer 360 degree touchpoints

Since the free space like the Internet cannot force consumers to accept or participate in marketing activities, enterprises need to implement communication management at every contact point between brands and consumers as far as possible to achieve successful word-of-mouth marketing, attract them to participate to the greatest extent, make them further understand products or brands, and promote active communication, Enhance brand stickiness and consumer loyalty.

Online word-of-mouth marketing should not be a one-on-one battle of "recruiting new people and eating all over the world", but a combination of multiple forms of online platform communication such as blog, forum, video, post bar, etc. In combination with the online behavior and interests of target consumers, establish direct communication at their frequent website contact points, and make all-round efforts to create momentum for the brand, attract eyeballs and attract popularity.

Therefore, enterprises should talk to consumers at different points of contact in the Internet field, so that consumer Learn about products and brands and then actively help you with marketing. Let consumers on different Internet platforms have the opportunity to pay attention to this brand through the brand's online activities, and learn about other consumers' word-of-mouth evaluation of the brand. This process has virtually made the brand receive great attention, catch the audience's eyes, and has been part of the success of online word-of-mouth marketing for enterprises. Through the extensive integration of multiple platforms, it will attract the attention and discussion of all parties, make full use of the momentum for enterprises to carry out online word-of-mouth marketing, lay a good foundation for the expansion of brand or product influence, and double the effect of word-of-mouth marketing. {page_break}

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Create reasons for active communication

Although the Internet itself is an eye economy, which needs visitors and attention, in order to truly win a good online reputation for the brand, in addition to high profile hype, we should also work steadfastly. In the online world, consumers focus on and talk about most of the content related to their own interests, while word-of-mouth marketing is to link the content of communication with the target audience directly or indirectly by taking interests as the link. When consumers first come into contact with a product or brand, they must ask themselves whether the product or brand value is worth advertising. If the interesting communication content is inconsistent with the real situation of the product or brand, it will lose the significance of word-of-mouth marketing.

What consumers want to actively convey with word of mouth must be something they feel trustworthy and valuable. Brands with unique concepts can give consumers a reason and content for word-of-mouth communication compared with the unique separation of competitors' products and services. Therefore, the combination of unique brands, high-quality products and sound and efficient service values is the basis for achieving the best effect of word-of-mouth marketing. Enterprises should do their part well and give consumers practical benefits, so as to create sufficient reasons for consumers to actively spread good word of mouth.

At the same time, in terms of crowd selection for word-of-mouth marketing, enterprises should be good at finding opinion leaders who have sufficient voice in the sub field of target group circles, and through the guidance of opinion leaders, promote the "silent majority" of consumers on the Internet to recognize the brand.

To sum up, with the growing maturity of Internet technology and the rise of social network forces, online word-of-mouth marketing is no longer a "can do" and "worth doing" marketing behavior, but a "must do" thing for enterprises. As a new marketing method of online marketing, online word-of-mouth marketing has become an effective supplement to traditional advertising media communication by virtue of its advantages of strong penetration and high credibility. In practical applications, it has also been increasingly recognized by the market.

Online word-of-mouth marketing is a combination of multiple forms of online platform communication. Enterprises or brands should combine with target consumer groups, establish direct communication, and make all-round efforts to build momentum for the brand and gather popularity for brand word-of-mouth communication. At the same time, enterprises should do their job well. A good combination of unique brands, high-quality products, sound and efficient service values is the basis for successful word-of-mouth marketing. Only by giving consumers practical benefits can we create sufficient reasons for consumers to actively spread good word of mouth. It is believed that enterprises that are good at using the constantly changing social new media can take advantage of online word-of-mouth marketing to gain communication opportunities and achieve precision marketing at low cost.

Jack Liu: Famous brand marketing Planning expert, network marketing expert, distinguished professor Ban, president of Peking University and Tsinghua University, partner of Hejun Consulting Group, chief consultant of Liu Jack Marketing Agency, and independent director of Hengjitang Group.

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