On the value and necessary conditions of network Word-of-mouth Marketing

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Literally to understand, network Word-of-mouth marketing refers to the use of Word-of-mouth through the Internet to spread the form of marketing services. We are not very unfamiliar with the word "Word-of-mouth", when a product or brand in our hearts established a good reputation, we will be assured to buy. But how is word-of-mouth produced? Some people say that the wine is not afraid of the alley deep, good products will naturally have a good reputation. Although this is true, but in the current product lack of differentiation or difficult to achieve a unique market market environment, the light has excellent products or not enough, but also through marketing to speed up the formation of word-of-mouth, so that consumers can notice you as soon as possible. Word-of-mouth Marketing We can be divided into "advertising Word-of-mouth" and "Product experience Word-of-mouth" two kinds. The relationship between the two is progressive and cyclic. The former is mainly by playing popularity, expand influence, improve product reputation, attract more people to pay attention to you and understand you, the latter is through the product itself to bring consumers real feelings, let consumers buy your products. Regardless of the outcome of the latter, it amplifies the former effect and loops through it. Therefore, for marketing companies, the main solution to the former, enterprises should concentrate on solving the latter.

Network Word-of-mouth has great value in network marketing, its function is mainly embodied in the following three aspects:

First, the network Word-of-mouth Marketing can help enterprises in the new product launch phase of the rapid detonation of sound, causing more people's attention. When there is a new product listing, the most concern is to let more people pay attention to their products, the more people concerned about the possibility of product sales, then, online Word-of-mouth marketing can play a major role through planning.

Second, the network of Word-of-mouth marketing can be a negative network of sound monitoring and decisive treatment, will be relatively close to the word-of-mouth to dilute, to protect the enterprise and product Word-of-mouth role. This is because on the web, different web names will become a variety of topics of the participants, it will inevitably appear all kinds of real and negative voice, if there is no word-of-mouth marketing to balance, then when the negative sound is greater than the positive sound will directly to the enterprise and product Word-of-mouth bring a complete negative impact.

Third, the network Word-of-mouth impact will be the product's selling point reflects incisively and vividly. In the early days of the product launch, consumers can only make up a small part, and more people are watching, because they have not fully trusted the product. At this time, Word-of-mouth marketing through the dissemination of products can play an immediate role in the selling point.

Network Word-of-mouth Marketing can bring the above several important role, then plan a successful network Word-of-mouth marketing plan need to have those conditions?

First, there should be effective channels. Effective channel refers to how much network resources can be controlled, the most important thing is the forum resources. Believe that most people know, and so popular network events. It's easy to say. Is that you can handle the number of forum administrators, moderators, but also to ensure that your topic has a certain quality and attractive enough, but also to make the community active users (that is, those who rank high, often online postings, authoritative active account users, these active users will be in the post reply, User participation in the promotion of a great role in guiding.

Secondly, there must be a successful project. A successful project is like a cannonball, a good cannonball can play far, very powerful. There are a lot of online Word-of-mouth marketing at the beginning of the planning is very exciting, but the time will be short of vitality. A project formulation of the topic is good enough, we are more interested in its active transmission rate, because good topic, good planning will naturally be reproduced, spread to more users.

In addition, the programme execution team needs strong executive power. That is to have the internal project management ability is strong enough, only then can guarantee the network Word-of-mouth marketing plan each link and the related work obtains the efficient execution.

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