A reflection on product trial in Word-of-mouth marketing

Trial is the most commonly used marketing method of new product listing network, from the industry to see cosmetics and daily necessities, such as high profits of fast consumer goods mainly. In fact, the new trial in the network before the popularization of a product development must be a link, network applications, especially similar to test the network, trial network, such as the birth of a number of trial sites, so that the cost of product trial greatly reduced, unlimited user coverage, through the network of grafting, trial once from the product research and development links, infiltration to the marketing link, It has even become a tool for some products to expand the market and build brands. Once famous DHC will be the new product trial marketing skills to play incisively and vividly, once become the fastest rising Asian market cosmetics brand.

Word-of-mouth marketing web2.0 Marketing environment, product trial Marketing value is more in-depth excavation.

Previous product trials, focus only on the product itself, focus on the scope of only limited users involved in the trial. In terms of products, developers need consumer experience feedback to improve products, optimize technology; Marketers need user feedback to hold on to demand, to find communication demands, and salespeople want users to pay to buy and contribute to sales immediately after trial. As far as the scope of attention is concerned, it is always assumed that these few users can represent all the potential users of the product, find out all aspects of their needs and buying habits, and then adjust the subsequent product and marketing plans based on trial feedback. This idea in the past media channels Limited, product homogeneity is not significant "before network Marketing" era is enough, but in the marketing 2.0 times, methods, ideas and implementation have to be upgraded.

Marketing 2.0 times the product trial, into a higher level, how to "trial consumers" affect more potential consumers, the formation of product reputation.

The combination of product trial and Word-of-mouth Marketing is one of the important signs of marketing 2.0. The industry also appeared a lot of foresight of the trial, like Majiang Yell City, flying new sharp only according to the net. Difference with the previous product trial, Marketing 2.0 Times New trial, more attention to how to let users contribute content? How to make users recommend users and contribute more potential consumers? And behind this transformation, it is the Internet users ' information acquisition habits and the changes in consumption patterns.

From AIDMA to Aisas, the 1898 American Advertiser, E.s Lewis, introduced the advertising code, which for hundreds of millions of advertisers has provided a clear framework for the analysis of consumer behavior. From the advertising message attention (Attention) to the beginning of interest (acquires), then to consumers to generate demand and desire (desire) and potentially in the brain to retain memory (Memory), and finally generate the purchase action. Now, the traditional media era has been regarded as a classic theory gradually evolved into Aisas: that is, from the idea to attract the attention of the audience attention, stimulate the interest of the audience to participate in acquires, and then the audience began to search related information, with the accumulation of information, improve confidence, Take part in action or purchase action, finally share (share) Product consumption experience, form Word-of-mouth communication. In the new marketing law, two "S" one by one search (search) and Share (sharing) with web2.0 characteristics fully embody the influence and change of the internet on people's lifestyle and consumption behavior.

From the trial product to the contribution content. Blogs, forums, SNS and other network media tools to popularize, each netizen can become the focus of the network dissemination, all may act as the opinion leader influence more has the same similar demand user. The product trial in the era of network marketing, more should consider how to the first trial product users to be able to influence more potential consumers in the network of opinion leader? Sharing experience and guiding consumption is also the responsibility of product Word-of-mouth marketing. Although the reason is simple, but it also involves some implementation level of worry, misunderstanding and the effect of the problem reached.

One is the concern about the tendency of word-of-mouth. "All Kong Shing" enterprises in the consideration of network marketing often worry about the network of free speech intentionally or unintentionally slander and contusion. After all, the perfect product can always find flaws, proud of the 10 years of Chinese dairy industry are able to completely problem, what will not be a problem? Not to mention the network or more or less there will be a lot of trouble-makers, and competitors hired network thugs, the network of public opinion of the natural inevitable. However, these concerns are the common problems faced by the industry, the relative reputation of the network, relative reputation is more worthy of attention. The network of scolding and questioning is always unavoidable, but only believe that most netizens to true or false network information will have an objective evaluation, Word-of-mouth is a long-term accumulation of the process, the same as network Word-of-mouth, the same need for long-term accumulation and management.

Two is about the misunderstanding and continuation of Word-of-mouth marketing. Whether it is a new product listing or event marketing will face such a problem, the network marketing effect is short-lived, marketing execution, may be in the major forums, blogs are full of a lot of relevant information, but the time, search engines to retrieve the relevant information in extreme decline. Because the information in the forum is often dynamic information, the topic of expiration will soon be flooded with new hotspots, and the share of the blog will fade away as time goes on. To avoid this result, the simplest way is in the network marketing effect of the best time, all the relevant information can be retrieved, pages and links, all summarized to a special site, and then build a site map, at least let the influence lasted longer. This is the network marketing information on the one hand, in addition, there is a user contribution to the user to recommend the user changes, which also involves the database marketing stage. (Comwit)