"Word-of-mouth" in the end can "marketing"?

"Word-of-mouth" in the end can "marketing"? Yang Bo that the word word-of-mouth marketing is contradictory, "Word-of-mouth is Word-of-mouth, marketing is marketing." Marketing can not impersonate Word-of-mouth, Word-of-mouth can not replace marketing. Keso that Chinese enterprises ' understanding of Word-of-mouth is becoming increasingly vulgar, "word-of-mouth marketing does not come out."

Yesterday looked at "Panasonic management Complete", happened to see such a paragraph (fourth episode 192 pages) of the comments on advertising, excerpt as follows:

Products that are promoted by promotion cannot be maintained for a long time; more important than advertising is how to make good products. ...... However, Panasonic does not mean that there is no need for publicity. In order to make the good products that we make, can inform the society quicker, let the public enjoy the convenience, we need the pure propaganda advertisement.

I agree with Panasonic's understanding of advertising, that is, the product (or service)-oriented, advertising to promote good products, rather than "fabricated" good products. "Word-of-mouth" is based on the consumer's recognition of good products (or services), and a spontaneous consumer-oriented communication for other consumers. "Word-of-mouth Marketing" is not to enterprises to "create Word-of-mouth", but refers to, enterprises can provide convenience, so that consumers recognize the http://www.aliyun.com/zixun/aggregation/11258.html "" > Product service Advantages, can also provide a suitable platform or method, so that the dissemination process between consumers faster and more convenient.

Of course, Yang Bo and Keso's doubts are justified. Although the same problem exists in traditional advertisements, Internet Word-of-mouth marketing is more easily manipulated and abused by enterprises, and because the credibility of word-of-mouth information is higher in consumers, once the enterprise false "Word-of-mouth", the damage to consumers than traditional advertising is greater.

The following excerpt from the American Womma (Word-of-mouth Marketing Association) on the web site has a definition of word-of-mouth marketing. Some of these passages are worth pondering by Chinese companies:

The definition of Word-of-mouth marketing: Provide people with something (the original), let them discuss your products and services, to help the Word-of-mouth more easily generated and spread.

Word-of-mouth Marketing is not manufacturing word-of-mouth.

Enterprises can encourage and promote the spread of Word-of-mouth. Companies can try to make consumers more satisfied, listen to the voice of consumers, help consumers more easily (the advantages of enterprise products and services) to tell their friends, and ensure that influential consumers know the benefits of product services in a timely manner.

Word of mouth must not be coined false. (Note: The original in bold) coined "Word-of-mouth" is not only immoral, but also counterproductive, damaging the brand image, tarnish the reputation of the enterprise. Decent Word-of-mouth marketing will never underestimate the intelligence of consumers, and will never fool consumers by manipulating, cheating, injecting water or dishonesty.

My conclusion is: "Word-of-mouth" of course can "marketing", but, "Word-of-mouth" should not, nor can it be false or manipulated. Activities on the Internet seem to be hidden, in fact, very transparent, enterprises have good products, through a proper way to promote the emergence and spread of benign word-of-mouth, this is the right path, any other improper practices in the Internet will eventually be exposed to the sun, and then hurt the enterprise itself and related brands.

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