What does word-of-mouth marketing mean? What should I do?

? Word-of-mouth communication is defined as a two-way interactive communication behavior in which individuals other than producers convey information about a specific or a certain type of product, brand, manufacturer, seller and any organization or individual that can remind people of the above-mentioned objects through express or implied means, without being processed or processed by a third party, so as to guide the audience to obtain information, change their attitude and even affect their purchase behavior.

? Every step of word-of-mouth marketing is a place where marketers can play and show. Any defects in products and services may cause word-of-mouth storm in the market. A good user experience will stimulate user comments, which is the cornerstone of word-of-mouth marketing. Advertisers want to carry out word-of-mouth marketing, first of all, they must do their homework and provide consumers with very good products and services. Research shows that if consumers are dissatisfied with products and services, only 4% will complain to manufacturers, while as many as 80% will choose to talk to relatives and friends.

Jinjian ad media

? In addition to providing good products and services, marketers can also help consumers to obtain goods conveniently and quickly, post comments, spread opinions, amplify the influence of good word of mouth, and make word of mouth stimulate the purchase of services as much as possible. Word-of-mouth marketing is a necessary step for marketers to give full play to their talents and potential.

? The following five points are necessary for the success of word-of-mouth marketing. Mastering these, you may not get a breakthrough in marketing, but if you don't pay attention to these, your word-of-mouth marketing practice will certainly not achieve anything.

1. Looking for opinion leaders

? If you sell computers, invite reporters from computer professional media to test drive, spread product information through their wonderful pens, and conquer consumers with high credibility; If the consumers of products are mainly young students, it is a good way to find the students with the best academic performance in the class or the monitor and head teacher to experience your products and provide communication channels to help them publish their experiences and experiences. If your enterprise mainly produces crop seeds, it is a good idea to ask agricultural technicians and village heads to tell your brand story and product quality. In the era of Web2.0, everyone may be an opinion leader in a small circle. The key is whether marketers can see this pearl and find these opinion leaders.

? The opinion leader is an authority in a small circle, his views can be widely accepted by fans, and his consumption behavior can be enthusiastically imitated by fans. SethGodin, the world's first marketing blog and former vice president of Yahoo's marketing, believes that word-of-mouth communicators can be divided into two types: strong dominant dissemination of core values and random expansion of communication scope. To succeed in word-of-mouth marketing, powerful word-of-mouth communicators and casual word-of-mouth communicators are indispensable.

2. Create "scarcity" and produce "virus"

? The "virus" in virus marketing is not necessarily the information about the brand itself, but the word-of-mouth based on the product itself can be a "virus", which requires your product to be cool enough and sticky, so that it is easy to detonate popularity and set off a storm of word-of-mouth marketing.

Is there any company that is better at "virus" manufacturing and word-of-mouth communication than Apple? When it comes to the name iPhone, it can make countless apple powders crazy and envy people in the marketing industry. Although such products are expensive, they provide a lot of personalized designs with distinctive symbols, and it seems difficult to stop their consumers from discussing them. Here, the word-of-mouth of consumers is not only about the product itself, but also a "virus" that spreads very fast. It is important to always limit the supply and buy it as soon as possible. People who own it are fashionistas, as if they had become individuals overnight, and their value doubled. Of course, they prefer to show off and talk among friends and family.

3. Integrated marketing communication

? Word of mouth marketing is not a new thing in the field of marketing communication, nor is it a great innovation or revolution. It is just one of many marketing methods in the new media era. Although word-of-mouth marketing has the advantages of low publicity cost, high credibility and strong pertinence, it is also full of prejudice and emotional remarks of ordinary citizens. The birth and spread of word-of-mouth among consumers is unplanned information for marketers and is highly uncontrollable. Therefore, word-of-mouth marketing is not a life-saving straw to solve the poor communication effect and low return on investment. It just adds a new object to the treasure chest of communication tools for marketers.

? Undoubtedly, the progress of communication technology has changed the whole process of consumers' obtaining consumption information and finally forming purchase decisions. According to the traditional advertising theory, when consumers buy a product, they have to go through five stages: paying attention, arousing interest, eager to get further information about the product, remembering a product and finally buying it. The whole communication process is an inverted pyramid model from easy to difficult, from more to less. Internet provides convenience and unlimited time and space for word-of-mouth communication of consumers. If consumers pay attention to a product and are interested in it, they will generally search for all kinds of information about this product online, and then enter the process of purchasing decision and product experience sharing after some self-analysis. In this process, word-of-mouth with high credibility plays a key role in consumers' purchase decision, which makes up for the deficiency of traditional marketing communication methods in promoting consumers' purchase decision to some extent. However, to make many consumers pay attention to a product, the power of traditional advertising is still very great.

? Therefore, word-of-mouth marketing must be supplemented by advertising, accessories, direct marketing, public relations and other integrated marketing methods, learn from each other's strengths and play a synergistic effect, in order to maximize the communication effect.

4. Implement various incentive plans.

? Nothing for nothing. Maybe everyone knows this truth, but the weakness of human nature makes many people always unable to refuse free items. Give consumers coupons, vouchers, discounts and other consumption incentives to help you complete a word-of-mouth communication process, and your word-of-mouth marketing process will be greatly accelerated. E-commerce companies selling ready-made clothes are familiar with this set. As long as consumers buy products, it is possible to get coupons. If you recommend the website to your friends and share your experience in buying clothes with them, you will certainly get more unexpected gains. Let everyone tell you that consumers have to become propagandists and word-of-mouth disseminators of businesses.

5. Lower your body and listen carefully.

? Good things stay indoors while bad things will go far away. Dell's performance in 2005 was hit because it didn't respond to a consumer's blog post about computer quality defects in time. This is not a fabrication, but a fact admitted by Dell Computer. One of the main tasks of word-of-mouth marketing is to manage bad word-of-mouth rather than spread good word-of-mouth. Unfortunately, there is no universal tool to manage word of mouth in the world, but this does not prevent marketers from working towards this goal.

? Of course, marketers can hire professional companies to do search engine optimization services and filter out any negative information about the company. But the best way is to open enterprise blogs and brand virtual communities, release brand information in time, collect consumer word-of-mouth information, find out the shortcomings of products and services, handle consumer complaints, reduce consumer complaints, answer consumer questions, and guide consumer word-of-mouth to spread in a good direction.

? It is worth noting that consumers are tired of well-organized news and public relations drafts and advertising slogans, and hate the hegemony of what you say and what I listen to. They hope to have an equal, sincere and homely interaction with the brand. In the field of marketing communication, advertising lost an ally, but the brand gained a partner to establish close relationship with consumers.

? Scoble, known as Bill Gates' number one radio speaker and former head of Microsoft blog, said: "If you don't run a blog, the enterprise will become a second-rate role." If you don't lower yourself and listen to the voice from consumers, the historic reputation of marketing opportunities will pass you by.

Eight suggestions

1. "Word-of-mouth communication" should provide materials that can form a * * * sound with the target customers.

2. Upgrade customers to word-of-mouth ambassadors.

Word-of-mouth communication needs patient and long-term promotion, so we should be prepared psychologically.

4. Carry out word-of-mouth communication so that customers can experience the goods or services personally.

5. Make maximum use of propaganda tools that can induce word-of-mouth communication.

6. Pay attention to the contact points that generate word-of-mouth communication.

7. Understand the characteristics of word-of-mouth communication and integrate word-of-mouth communication with other marketing activities.

8. In the implementation of word-of-mouth communication, we must first clarify the "commodity power".