Crack Word-of-mouth Marketing Password (ii)

Answer above: Crack Word-of-mouth Marketing Password (i)

II. Marketing Model

2.1 Spreading channels

The marketing model decides the communication channel, the choice of the channel is mainly decided by the product target user group characteristic, in addition to the traditional media and the network media (referring to the portal website), the most influential and the most suitable Word-of-mouth marketing channel is the blog, the Forum and the interpersonal interaction.

1. Blog

Blog by virtue of its special characteristics of the media, has become the most network impact of Internet applications.

The biggest feature of blog is to be able to manufacture, discover, excavate the network hotspot, enlarge and track the network hotspot, thus form a certain scale network public opinion, and influence traditional media and network media, finally have the material influence to the event, even change the game rule. Vanke donation Door is a blog triggered by the network hotspot events, leading to Vanke's public relations crisis.

Each blog represents the blog author's outlook on life, values, each blog has a fixed readership, including friends, relatives, colleagues, the same industry and fans. After Wopush research found that the use of blog Word-of-mouth Marketing, with a high degree of communication trust, the target user coverage, and people directly interact with the characteristics.

2. The Forum

Forums are similar to blogs, and they also have the ability to discover and magnify network hotspots and influence media and events.

Forum originated in the early Chinese Internet, more than a few years earlier than the blog, so the forum marketing is a common method of network marketing, but simple forum post, replies have been difficult to escape the Netizen's discernment, for the moderator is "delete". The Forum Word-of-mouth Marketing, need softer, more recessive, more art, this to the creativity, the plan, the implementation put forward the higher request.

3. Interpersonal interaction

Interpersonal interaction here mainly refers to a one-to-one interaction between people, such as word of mouth, IM, EMAIL, SMS and so on. IM, email attached to the Internet, SMS attached to the wireless network. But with the proliferation of spam, spam messages, email and SMS marketing has been minimal, MSN and other IM marketing has become rat smack.

2.2 Marketing Strategy

Marketing industry never lacks marketing strategy, event marketing, viral marketing, integrated marketing ... The problem is not in which marketing strategy to use, but in the overall control of products, marketing, execution, and consumer insights.

For example, Wanglaoji 100 million Yuan marketing, announced in the CCTV donation of 100 million yuan to use the event marketing, and then through the Forum marketing to enlarge the event, through the blog, Forum, IM, email for viral marketing, while also using the title strategy, the shortage effect, the principle of reciprocity and other strategies, is a typical cross media integrated marketing case.

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