Opinion: Word-of-mouth can be marketed

First of all, I would like to review their own, as a result of the previous negligence on some issues, I did not clearly will word-of-mouth communication and Word-of-mouth marketing concept is very clear, in the blog will be a number of Word-of-mouth events expressed ambiguous. Because of the recent media commentary on Facebook ads, the concept of Word-of-mouth is presented in a variety of occasions, often many times, the understanding of Word-of-mouth is still relatively confusing, including a lot of people in the industry to Word-of-mouth, Word-of-mouth marketing or understanding have their own views, but from the marketing point of view, Many are misleading.

I have also recently been thinking about the issue of Word-of-mouth, but also have their own understanding, summarized as follows:

1. Word-of-mouth Communication and Word-of-mouth marketing understanding

Word-of-mouth communication is a process, the process can only be artificially guided, but may not be controlled, because this is driven by the user; Word-of-mouth marketing is the marketing category, purpose, market analysis, theme, marketing channel, execution plan, budget and so on, these marketing processes are not less.

2. Word-of-mouth marketing is a deliberate planning

This is not absolute, many products or companies rely on the strength of the brand to achieve Word-of-mouth transmission, this is the category of brand marketing. And for Word-of-mouth marketing, but for the emerging enterprises want to send low-cost, high proliferation of virus way, quickly win the market means. And for companies like Google and Apple, if someone takes them for example, I think it's empty. From the marketing point of view, a lot of traditional companies behind the scenes, they do a lot of it and we say that the word-of-mouth relationship, back to the Internet, is not the same reason? The channel is different, the strategy is different, but the idea is consistent.

My point of view: Word-of-mouth can be marketed.

3. Communication depends on the user, marketing on their own, details determine success or failure

Word-of-mouth Marketing is more difficult than most of the marketing model, because the middle involves too many subtle links. The main points of Word-of-mouth marketing are:

· The careful planning of the topic of Word-of-mouth;

· Opinion Leader Impact assessment;

· Evaluation of the propagation vectors;

· The grasp of opinion leaders and key node factors in communication;

· Track the paths, guidance and control of Word-of-mouth communication.

4. I understand the Word-of-mouth marketing process and labeling

Word-of-mouth Creation (a carefully planned word of mouth is no longer an advertisement)---Word of mouth key node (communication channel: Opinion leader)---influence spread (not to leak the details)---word-of-mouth Process Control (guidance, interaction, management)

Case Analysis:

Zhang Small Box by Word-of-mouth success, the topic of advertising has failed, this must be inevitable. Can compare Word-of-mouth marketing process:

Comparative analysis of Small box:

Zhang Small box behind the trader is experienced marketing master, Zhang Small box products, images are carefully planned, step-by-step how to walk basic are well aware of. The choice of transmission channels, there is also a good event marketing. Even now many people do not know that this is a "premeditated" marketing, but in fact many people are willing to do for a small box promotion, word of mouth. Do not do too detailed analysis, have the interest to look for themselves.

Comparative analysis of topic ads:

Everyone knows that this is advertising, has been leaking out, anyone who has a blog can write topic ads, who is the opinion leader? How is the effect evaluated? Blog Write a lot of quality is perfunctory, how to talk about the effect? Topics in the process of advertising, the basic is to clean up the mess, guidance, interaction, management will not mention.

If everyone knows it's an advertisement, what's the word of mouth? Word-of-mouth Marketing is a clever means of communication, word-of-mouth must be advertising, if you say that the spread of XXX can be advertising it? OK, congratulations, they're doing great.