Word-of-mouth marketing cycle and snowball effect

Key points: Word-of-mouth marketing uses the power of users, from the knowledge, understanding, conviction, desire, action five aspects of overall improve the efficiency and speed of marketing. The formation of Word-of-mouth marketing positive feedback cycle and snowball effect, create a group of hot spots, constitute the environmental power, detonation fashion popular. --Zheng @ media Edge

As shown in the figure below, to achieve the purchase of products or services, users need to experience awareness, understanding, conviction, desire, action five stages. The goal of marketing is ultimately to promote user purchase, marketing implementation and management is to improve the use of marketing resources in these five stages of efficiency, and shorten the time required for each phase.

Traditional marketing, such as traditional advertising, is an inefficient marketing model:

blindly inefficient "marketing bombing": Because you don't know where the user is, especially if you don't know where the new user is. The arduous market education process: Especially when the new product or service is listed, it will face the difficult market education process, while the mature market faces the education of brand education and product subdivision orientation. The lack of public trust, "Wang Po Sell melon": corporate profit for the purpose of the market will inevitably be regarded as "Wang Po sell melon", the user will be a conflict of mind at the beginning. Low-level desire to incite, bloody price competition: Because the enterprise can not grasp the user's personalized needs, can only resort to common needs, often to incite users of low-level desires, or simply reduce prices to stimulate the user's desire to buy. Expensive channel time and benefit costs: In order to submit products or services, enterprises have to invest in the construction of direct marketing agencies or build channels, channel construction takes time, channels to share benefits, and need to invest and spend time education channels.

Because of inefficient, so its traditional marketing effect model is a pyramid model, the enterprise in five links in the huge marketing investment in the final harvest is only the small spire. The use of the Internet, the emergence of a precise advertising and other new marketing models, can be achieved accurately and quickly let users know.

and Word-of-mouth Marketing As a result of the use of user power, as shown on the right side of the image of the oral target rectangle, you can know, understand, believe, desire, action all five aspects of the overall increase in marketing efficiency.

1. Accurate and fast oral transmission

Home users know the users, know who they are, know their needs and preferences.

And the user will take the initiative to pay attention to the home user's behavior and dynamic, or focus on the key people (stars, experts, etc.), or pay attention to their friends and relatives or like-minded.

Common interest mechanism: The Internet also provides users with the interest to organize and exchange mechanisms, such as tag, user groups, BBS and so on.

2. Self-education for users bridging the gap of understanding

The marketing personnel grasps the user language to need the long time to cultivate, but to the user individual situation carries on 1 to 1 education to be almost impossible, can only provide the product value statement, the typical use scene, the use guide, q&a and so on populace sex information, inferior lets the user educate oneself.

The use of the home user model: For example, my watercress, specific demonstration How I use Watercress service, from which you can see I use watercress service to show me what books, see what, want to see what.

The home user may also write the email, writes the blog, in the user group/bbs Post, writes out uses the service the experience, the know-how and so on. Other users can have interactive discussions with the home user, for example, you can start the discussion after this blog post.

This is a kind of interactive education between users, and is the user to speak, the user's language, different user groups will be in different languages.

3. Forming Public trust

The user's personal value recognition, group recognition and the personal reputation behind it effectively formed the credibility of products and services, to dispel the suspicion and resistance of the users at home, to convince them, far better than the enterprise from the words of "Wang Po sell melon."

As described in the Word-of-mouth marketing model, the personal value of home users and personal reputation will be extremely effective to convince the users. First, the user to use the product/service itself is a value recognition; second, users can comment on products/services, provide a clear value recognition, such as the star of the "detonation of the popular: Web2.0 Theory of Communication", watercress on the "detonation of the epidemic" of the book.

And such as user voting results (such as digg mechanism), user consumption of the group records (such as seen, collection situation), etc. is a group recognition mechanism, such as 88 people in watercress read the "detonation of the epidemic."

4. Raise the level of demand

Traditional one-way marketing often because of incompetence and have to resort to the "next three road" of the bottom of the demand, such as some BBS site a large number of use of yellow content to attract eyeballs, stimulate the user desire.

Word-of-mouth Marketing can use the role model of key figures, group common lifestyle, and recourse to the user's social recognition, the sense of belonging and other needs, in the product and service itself to increase the value of higher-level value (Maslow's theory of Demand level). For example, when Keso, Isaac, Laobai and other use of watercress, the Web2.0 circle is a strong role model, and many people in the Web2.0 circle after 365key, 365key itself has become a Web2.0 way of working.

and a sufficient number of users, do form a group of lifestyle, will form peer pressure, forcing users to quickly use products or services. This is the real power of the environment!

5. Users become Sales Channels

Through the invitation system, users in their own personal website or blog embedded services and other mechanisms, users become sales channels. For example, the following section of the watercress JavaScript will be I read the book displayed on my blog or personal website (Sina blog does not support):

<script type= "Text/javascript" src= "http://www.douban.com/service/badge/zhengzhi/?show=collection&n=8 &columns=2 "></script>

If the enterprise imitates the Gmail marketing, chooses only uses the invitation system, then artificially creates the scarcity. For rare things, as long as the value of the product/service itself is solid, users will be active everywhere to seek Gmail invitations that situation.

6. Instant online purchase

Must provide online real-time purchase and other e-commerce means, on the one hand to support users to become online marketing channels, on the other hand do not miss the "impulsive purchase" opportunities.

7. Users to join the Word-of-mouth marketing

After the current user has adopted a product or service, on the one hand, the product or service packaging in the user, become the user image or the organic whole way of life, on the other hand, they will be the realization of personal value (social recognition, identity, self-expression, etc.) and other demands, and actively oral (verbal, Blog, comment, vote, etc.). So users join the Word-of-mouth marketing cycle, and further provide value for others (demonstration, discussion/education).

User positive Word-of-mouth Marketing how to bring personal value to users can see why users contribute content.

Summary：

Word-of-mouth marketing with the use of oral, so that the cost of knowing almost zero; through the user education across the understanding of the gap, the use of personal value recognition, group recognition and the personal reputation behind the effective formation of credibility, to promote user conviction, and to enhance the user's desire or demand level, attach additional value power; Through user invitation system, embedded service , the user becomes the 0 cost sales channel. and products/services to become the user's packaging, Word-of-mouth marketing for users to bring personal value, new users will join the Word-of-mouth marketing cycle.

Because of efficient, Word-of-mouth marketing fast and Swift. Finally, the circulation of Word-of-mouth marketing will form the snowball effect, create a hot spot in the user group, constitute the environmental power, detonation fashion popular.

Extended reading:

across the chasm, detonating the popular--Word-of-mouth marketing model to overcome Word-of-mouth marketing often make mistakes Word-of-mouth most influential also talk about why users contribute content? (1) also talk about why users contribute content? (2)

Technorati: Word-of-mouth, Word-of-mouth marketing, marketing, snowball effect