What is the definition of word-of-mouth marketing? What kind of marketing is called word-of-mouth marketing

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.

Word-of-mouth effect was first put forward by Nintendo President Yamauchi Pu, which means that some works were not noticed by the world at the beginning of sale, but with the passage of time, the word-of-mouth of players gradually became popular.

Word of mouth (WOM) originated from communication and was widely used in marketing, so word of mouth marketing came into being.

Traditional word-of-mouth marketing: refers to an enterprise spreading its product information or brand through mutual communication between relatives and friends.

Both of them have one thing in common: the marketing method has high success rate and strong credibility.

One of the most important characteristics of word-of-mouth communication is its high credibility, because generally speaking, word-of-mouth communication occurs among close groups such as friends, relatives, colleagues and classmates, and they have established a long-term and stable relationship before the word-of-mouth communication process. Compared with pure advertising, promotion, public relations, business recommendation, home improvement company recommendation, etc., the credibility is higher. This feature is the core of word-of-mouth communication and the best reason for word-of-mouth publicity. Instead of spending huge sums of money on advertising, promotional activities and public relations activities to attract the attention of potential consumers, it is better to achieve this goal through this relatively simple and effective "user-to-user" way.

Main advantages

1, low publicity cost

2. High credibility.

3. Strong pertinence

4. follow the group.

5. Enhance corporate image.

6. The success rate of exploring potential consumers is high.

7, affect consumer decision-making.

8. Build brand loyalty.

9, more affinity

10, avoid the opponent's edge.

What kind of marketing is word of mouth marketing?

Word of mouth, the most primitive marketing advertisement of human beings, existed in reality before the appearance of shops and font sizes. However, word-of-mouth communication is more important today when all kinds of advertisements are bombarded and false information is flying all over the sky. Word-of-mouth can become a media that will never quit the stage and will never disappear, all because it plays an important role in the credibility and persuasiveness of product information.

It is human nature to spread information and people's high trust in word of mouth. In the knowledge economy era of competitive globalization and economic integration in 2 1 century, word-of-mouth communication, as a "zero media" of human beings, still shows its magical communication power and may play a greater role. The role of word-of-mouth communication is mainly reflected in the following two aspects:

First, word of mouth can effectively develop new customers.

Second, it is easy to draw the conclusion of brand loyalty.

Good word-of-mouth can win repeat customers, and it is also an important indicator of "reflecting product and brand loyalty". Old customers are not only repeat customers, but also brand advertising activities. The number of repeat customers and the turnover rate of customers have a decisive impact on the development of enterprises.

Word of mouth is so powerful, good word of mouth is a kind of glory, and it is an efficient and low-cost marketing strategy for businesses. In today's fierce market competition, no traditional industry or new economy will refuse such a marketing strategy. Therefore, as a new marketing strategy, word-of-mouth marketing, like traditional price strategy, promotion strategy and channel strategy, is an innovative strategy for specific market conditions.

In the past, information transmission strategies often started from commodities, compared with competitors' positioning and strategies, and repeatedly emphasized the functions or advantages of their own commodities, but neglected to refine the concepts and differences of commodities from the perspective of consumers, thus gaining a place in consumers' hearts. In the world of marketing, there is no comparison of products or services, only consumers' cognition and feelings about products and services. When analyzing consumers, word-of-mouth marketing will find out the delicate experience of consumers in a diversified and all-round way, and find those views that have not been discovered and publicized, but can best represent the inner needs of consumers, so as to find the position of the brand in the hearts of customers.

Therefore, the biggest advantage of word-of-mouth marketing is that it allows enterprises to go deep into the role of consumers, establish a deep connection and association between brands and consumers, and experience the real needs of consumers for products or services from the word-of-mouth information transmitted by consumers. As long as enterprises find this demand and interpret it from a new angle, they can make the brand tree evergreen and make the brand more dynamic and influential.

Word of mouth, casting word of mouth marketing, mastering word of mouth marketing and making full use of word of mouth marketing will have unexpected gains.