What does word of mouth marketing mean?

Question 1: What is word-of-mouth marketing 10? Word-of-mouth marketing is a management process that enterprises consciously or unconsciously produce, produce and publish word-of-mouth themes through certain channels and channels, spread word-of-mouth, and plan, organize, execute and control for the purpose of meeting customer needs, realizing commodity transactions, winning customer satisfaction and loyalty, and enhancing enterprise and brand image. Compared with other marketing methods, it has the characteristics of low cost, high output, high efficiency and low risk.

Traditional word-of-mouth marketing: refers to an enterprise spreading its product information or brand through the communication between friends and relatives. Nowadays, word-of-mouth marketing: enterprises need to provide consumers with the products and services they need under the condition of investigating the market demand, and at the same time, they need to formulate certain word-of-mouth promotion plans and implementation schemes, so that consumers can automatically spread the praise of the company's products and services, so that people can understand products, establish brands and strengthen market awareness through word-of-mouth, and finally achieve the purpose of selling products and providing services; With the close combination of people's needs and the Internet, online word-of-mouth marketing has become an indispensable means of market expansion for enterprises and businesses.

Question 2: What does word-of-mouth marketing mean? Word-of-mouth marketing refers to an enterprise spreading its product information or brand through mutual communication between customers in the process of brand building. Domestic creative interactive word-of-mouth marketing can be done, and you can learn about it.

Question 3: What does word-of-mouth marketing mean? Word-of-mouth marketing is all comments about the brand, and it is the sum of all people's oral communication about a particular product, service or company. This is what I saw from the MBA think tank file.

Question 4: What does word-of-mouth marketing mean? Word-of-mouth marketing refers to the process of building a brand through mutual communication between customers.

Product information or brand communication. Domestic creative interactive word-of-mouth marketing can be done, and you can learn about it.

Question 5: How to understand word-of-mouth marketing? In the field of marketing, word-of-mouth has always played an important role, but few people really study word-of-mouth marketing as a science. American Word of Mouth Marketing Association marketing guru Andy? Andy Sernovitz, in the book Word-of-mouth Marketing-How Smart Companies Make People Talk, gives a very clear analytical framework and operational steps of word-of-mouth marketing through five English letters beginning with "T". These five steps are: speaker, topic, tool, participation and tracking. There is no specific pattern for the formation of any excellent word of mouth, but it includes the following five parts without exception.

Talker: Find someone who is willing to talk about you.

All marketing needs to be carried out through a medium, and it is real people who act as the media of word-of-mouth marketing. You need to find the right person to be your spokesperson, spread information for you, and deliver new customers for your enterprise.

Who is your confidante? Happy customers, who look forward to sharing their love with friends; Online commentators have time to comment on you, indicating that they are particularly interested in you; The person wearing the corporate logo is your confidante; Enthusiastic employees can become influential talkers; Those who are eager to get company information are often the ones who talk the most; Stubborn fanatics and drug addicts are often super enthusiastic talkers; Journalists, columnists and full-time bloggers who make a living by talking are professional talkers different from amateur talkers.

In addition, the most talkative person may be a new customer who buys your product for the first time. At the first contact with you, you must make new customers your confidants.

Establish contact with the speaker. After determining who is the confidante, establish contact with the confidante with the confidante's consent. The talkers live on information feast, so they must be provided with supplies to keep their conversation going.

Word-of-mouth marketers should make the speaker happy, care for and cherish the speaker, and make them feel their position is very important. Let the talkers feel that they are highly valued and recognized, so that their enthusiasm for conversation will reach 10 times that of the normal situation. Face-to-face and public thanks are the best encouragement and recognition for the speaker, and its effect is far better than material rewards.

Create a talker project. Similar to the formal membership mechanism established by enterprises, talker project (usually called "fan" club, fan club, etc. ) You can gather the speakers, praise them and give them some privileges and status. The project can also organize some simple activities to stimulate people's enthusiasm for speaking, which are good topics for the speaker himself.

Theme: Give people a reason to talk about it.

All word-of-mouth begins with a topic of communication, and anything that can catch people's attention is a topic of discussion. Word-of-mouth topic is not the formal marketing propaganda content of enterprises, nor the formal brand description, but simple information. Through this information, people's interest can be aroused and people can talk about it. A wonderful gift, first-class customer service, a special dessert and an unusual advertisement can all be topics that people talk about.

Hong Bao is a gift company, and its products are not necessarily much better than other gift companies. However, the company has a very lethal topic: every gift will be packaged in a gorgeous, elegant and moving red box. After receiving the gift from the company, people can't help talking about the packaging of the gift. This set meal is a perfect word-of-mouth topic. Every company and every product must have at least one influential topic.

Look for influential topics. Influential topics should be concise, simple, natural, convenient and quick. It is worth mentioning that the excellent topic is unexpected. Cost-effective sale, excellent customer service, doing humorous "stupid things" and establishing cooperative relations with charities are all good word-of-mouth topics. In addition, interesting and repeatable advertisements, viral activities, providing free information to customers, absurd advertising gimmicks, excellent products, distinctive product functions and wonderful shopping experiences can all make you the focus of discussion.

Keep the topic. You need to invest time in creating topics, and you need to invest the same time and energy in maintaining topics. Once you have it >>

Question 6: What is the function of word-of-mouth marketing? Word-of-mouth marketing is to satisfy word-of-mouth and achieve trust and recognition by suggesting appearances. Just help in this regard.

Question 7: What does it mean to build word of mouth? Word of mouth comes from communication and is widely used in marketing. Is word of mouth a marketing method? The answer is yes.

Google is now a legend of the Internet. How did Google develop? Word of mouth communication is what I want to talk about word of mouth marketing. The characteristic of word-of-mouth marketing is that people feel good about a product or service, and convey the product or service to a third party with their own feelings, so as to let others know about the product or service.

Word-of-mouth marketing is based on the mutual communication between people, and it is basically spread and communicated through friends, colleagues, relatives and classmates, so it has high credibility. The biggest feature of word-of-mouth marketing is its high credibility. If online marketers use online marketing, I believe word-of-mouth marketing is one of their main choices.

My definition of word-of-mouth marketing is "word-of-mouth marketing", which means that enterprises provide consumers with the products and services they need under the condition of investigating market demand, and at the same time make certain word-of-mouth promotion plans, so that consumers can automatically spread the praise of the company's products and services, so that people can understand products, establish brands and strengthen market awareness through word-of-mouth, and finally achieve the purpose of selling products and providing services.

Ms. Hou Ting, an expert of China Internet Marketing Network, pointed out in the article "On the Advantages and Limitations of Word-of-mouth Marketing" that word-of-mouth marketing is called "viral marketing" by people in the industry because of its great influence. Many entrepreneurs will find that products with good reputation will produce greater profit value. Abroad, there are also many marketers who study it. Emanual Rosen, an American marketing expert, believes that "the so-called word of mouth is all the stories about a brand, and it is the sum of all the exchanges between people about something (including products, services, companies, etc.). ) In the corresponding time. "

The so-called word-of-mouth marketing is a two-way interactive communication behavior in which individuals other than producers and sellers convey information about a specific product, brand, manufacturer, seller and any organization or individual that can remind people of the above-mentioned objects through express or implied means, so that the recommended person can obtain information, change his attitude and even affect his purchase behavior without being processed by a third party. It can be simply understood as "a marketing method in which the buyer transmits the relevant information of the goods to the buyer's family, friends and people who have contacts in work and life through word of mouth", that is, any marketing method through word of mouth can be called word-of-mouth marketing.

Word-of-mouth marketing aims to meet customers' needs, win customers' satisfaction and loyalty, gain positive word-of-mouth, establish good relations with customers and improve the image of enterprises and brands. In order to achieve this goal, enterprises should have a comprehensive and clear strategic deployment before carrying out word-of-mouth marketing. That is to say, when making the strategic goal and positioning of word-of-mouth marketing, we need to consider the influence of customer heterogeneity and risk, the difference of customer value brought by positive word-of-mouth and negative word-of-mouth, the combination of long-term, medium-term and short-term word-of-mouth marketing strategies, and the influence of channel members, opinion leaders, media, competitors and customers in advance. By exchanging roles with customers, we can form an executable, controllable, measurable and easy-to-understand word-of-mouth marketing channel.

Through word-of-mouth marketing, it is beneficial for enterprises to increase sales, reduce the cost of acquiring new customers, relationship costs and maintenance costs, and increase company profits. Therefore, the three concepts of word-of-mouth, word-of-mouth communication and word-of-mouth marketing are related and different, and cannot be used equally, let alone exchanged at will. We need to choose according to different purposes, and at the same time, we need to accurately identify key customers in word-of-mouth marketing and strengthen management.

Word of mouth marketing has also become the main form of blog marketing service.

Question 8: What is word-of-mouth marketing? What is word-of-mouth marketing? In fact, word-of-mouth marketing is generally word of mouth, which is easy to understand. But the above marketing is not so one-sided. Nowadays, more and more powerful online word-of-mouth marketing is becoming more and more popular, and many enterprises conduct word-of-mouth marketing through Weibo and sns communities.

I know a company that does a good job in this field. Wen Jun information wenjuntech, you can go and have a look.

Question 9: What are the advantages of word-of-mouth marketing? Word-of-mouth marketing is based on trust and active communication, and the content of communication is almost understood and recognized by the communicator, who is responsible for the content. Pushing hands are experts in this field.