Four forms of Internet word-of-mouth Marketing

We face a lot of physical and intangible barriers in marketing, to achieve the success of the leap is not easy, whether it is overwhelming advertising, or a large number of business personnel direct visit recommended, all need to invest a lot of human and material resources, and if you can according to the mentality of consumers, so that products inspire users to affect, recommend and develop other users, Is the best way to break through the potential market barriers.

In recent years, internet marketing more and more popular, Word-of-mouth marketing has become the preferred method of network brands. Whether it is millet, hammer, Huawei or Lenovo, Cool faction, ZTE, also includes three basic operators and dozens of virtual operators, not to mention the Baidu Tencent Alibaba and other internet giants, Word-of-mouth marketing has become an important tool.

summed up, "Let users develop users" Word-of-mouth marketing model can be divided into the following four kinds of situations:

First, the Chain Reaction invisible promotion

The fission of a uranium nucleus under a neutron action, if two secondary neutrons are released when fission occurs, the two secondary neutrons cause two uranium nuclei to fission, releasing four secondary neutrons, four neutrons causing another four uranium fission to occur .... In this way, the scale of the reaction will automatically become bigger and larger, a picture of a uranium-chain reaction that immediately unfolds before us now. What is this? This is the basic principle of atomic bomb, the concept of the atom fission self-sustaining chain reaction is put forward.

In the Internet arena, there is a call to viral marketing, including any way to stimulate the ability of individuals to deliver marketing information to others, and to create the potential for exponential growth of information explosion and impact. This marketing strategy, like a virus, uses rapid replication to spread information to thousands, millions of audiences, products and services automatically affect potential users, triggering a chain reaction, customer spread, wildfire, a group of people, the rapid development.

In mobile Internet applications, flying is always the application of the characteristics of the business, through Word-of-mouth marketing methods to promote. A person custom fly often in the passenger function, often will give relatives and friends to share the machine and so on, so spread out, then will form chain mode, so that more people know and install this application.

And a few years ago, China Mobile's color ring service was also a typical adoption of the chain reaction, allowing users to develop a successful example of the user. In practice, it is true that there are a large number of users who have not yet opened the ring tone, because they hear new and unique ringtones, feel curious, and thus generate the use of interest, and then become the user of the ring tone, and then unconsciously acted as the extension of the color ring business. Mobile companies do not have much strength in the promotion of the ring tone business, but the users who apply for the ring tones are so enthusiastic that the company has to take measures to limit the number of new applications per day during the trial period.

Second, show off behavior to cause comparisons

From a psychological standpoint, each of us in the subconscious to a certain extent contains the factor of self-expression, often consciously and unconsciously show to the community, to prove their own survival value or qualified to live in a certain level of society, but the form of different forms, the size of the difference, the grade has a low bale.

In some ways, wearing new clothes, hanging big necklaces, and using high-end mobile phones can be seen as some form of ostentatious behavior. And this kind of ostentatious behavior once be successful occasion, will produce sensational promotion effect, these years, the knitting scarf's wool, all over the street dregs pancake as well as the popular petty bourgeoisie group's cross-stitch, has the conspicuous behavior to cause the comparison "lets the user develop the user" the shadow.

In 364, the Eastern Jin Dynasty has repeatedly built a monastery due to lack of funds midway pause, just anxious, when the famous painter Gu rushed to pledge 1 million money, the condition is to provide a wall inside the temple, after the gu of the wall behind the walls as Vimal, the statue. January after the temple propaganda said, tomorrow to the Vimal, the first day to the eye to donate 100,000 money, the next day 50,000 money, the third day at random. This remark, many dignitaries, Haushang rich, all think that the contribution of the teacher painting consumption behavior is both elegant and face, in a rush, the day temple received more than 1 million money donations. A small brush, so that consumers, temples, the public benefited from three, is a coup.

So we can cleverly package the new business, to produce a bright spot to show off, the formation of a trend in the community, such as to have a trendy fashion flavor, or to enable users to prove their success or charm in a certain area, but also can cover up the user in a certain aspect of the shortcomings or disadvantages and so on.

In practice, millet in the sale of routers when the successful use of this tool. Millet will be broken into parts of their routers to serve customers, and geeks through hands-on to install to show their ability to achieve the goal, and inadvertently online drying results of the behavior and so gave Millet products to do the best publicity.

Third, the opinion leader guides the following

Today, the credibility of hard advertising, the credibility of a major discount, many people choose products and brands more rely on their friends and family recommendations. In each group, there are always some people, in the group has a huge influence, playing the role of opinion leaders, they say and do, one hand, a foot, all bring to the group "imitate, imitate, follow" effect.

Opinion leader refers to a few influential and dynamic people in the process of information transmission and interpersonal interaction, which are not elected and have no names. These people are in the mass dissemination of the evaluation, the sender, is the organization in the dissemination of the gate, screen, interpersonal communication in the "broadcast" and "Big Horn." The greatest value of opinion leaders is the scarce resource that is easy to win the trust of consumers. The contribution of opinion leaders to the effects of advertising communication is not addition, but multiplication, projection, association, amplification and reinforcement.

Nutrition Health products, cosmetics industry has been using this method of product marketing, the typical practice is in the community to put opinion leaders (business representatives or training of loyal users), training and activities to communicate the form of word-of-mouth communication. Today, the technology industry has also become a stage for opinion leaders.

In the high-end market, opinion leaders are a mainstay of leadership, using their own word-of-mouth, status, identity and influence to influence the people around them, thereby driving consumers to identify, like, accept the product. For example, some group business, to local users, typical users or major customers in the early focus on marketing, vitalize to promote the entire business.

If you want to be online or for community marketing, it is important to find opinion leaders and core users first. These people may be the Big V on Weibo, from the media cattle, and even may be the industry committee aunt or activists, or in a certain area have excellent talent, or have a certain interpersonal skills to get everyone recognized characters, found them, they found the core of marketing. Most ordinary people take action with the guidance of opinion leaders and follow and trust the opinions of opinion leaders. From the marketing point of view, the impact of the opinion leader of a person is tantamount to affect the group of customers around him.

Four, the benefit stimulation raises the recommendation

Compared with a variety of other marketing means, the benefit of the stimulus should definitely be the most effective, the most direct way, if the user can be recommended on the basis of the benefits of users, of course, for users is a big good thing. Therefore, we can attract users to introduce, recommend or develop other people's use of products or services through material or spiritual stimulation or rewards. For example, the product is surprisingly easy to use, the appearance and other admirable, the corresponding additional services and incentive policies.

Today, the successful application of this method in micro-Bo's fan marketing, many micro-blog through the forwarding of prizes, comments lottery, fan lottery and other ways to pull the growth of the number of fans. In the Battle of taxi software, drip and fast also use this way to develop users. Tencent has upgraded to this, the whole people to rob red envelopes is to let its a penny did not invest to get a lot of attention and pay account of the association.

With the development of Internet marketing, the above four ways of Word-of-mouth marketing has gradually merged. There are now few separate ways to use them, but they are combined in two or more ways to achieve the best results.