Talking about the influence of Word-of-mouth marketing on small and medium-sized enterprises under the new mode

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Word-of-mouth marketing is a kind of marketing model, is the extension of the fan economics, is the use of consumers to product experience to feel satisfied with the propaganda way, the new era of the changing marketing model, the only constant is to cultivate customer loyalty. In order to better understand the new era of Word-of-mouth marketing, the following Liu Shugao will take you to understand the original mode of Word-of-mouth marketing.

Word-of-mouth Marketing in the initial form is through the way acquaintances word-of-mouth, accompanied by economic development, Word-of-mouth marketing has also undergone a fundamental change, but its advantages have not changed-the cost is low, the effect is significant. Liu Shugao that, no time to underestimate the spread of Word-of-mouth in today's network multimedia era seems to some of the original marketing, its advantages in addition to low-cost, the dissemination of power will be very strong, not less than, now China's four media portals propaganda power, analysis of its causes, Word-of-mouth Marketing has two unique advantages:

1, the message timeliness: because the consumer and the operator stand in opposition, so the operator again beautiful publicity and advertising laying, conveyed to the hearts of consumers also greatly discounted. When the consumer receives the operator's information, the instinct is in defense and repulsion mentality, and the advertisement effect is naturally difficult to ideal. and Word-of-mouth communication can be through the special identity of friends and relatives to make consumers eliminate hostility, to achieve the best spread effect.

2, Butterfly Effect: Butterfly flap wings are likely to cause tornadoes, then what is not possible? Nothing is impossible, I am afraid this is the "butterfly effect" to give us the greatest inspiration.

"The 1998 tornado in Asia and the US stock market turmoil are actually the" butterfly effect "in economic operation, and the" El Niño "phenomenon in the Pacific Ocean in 1998 is the" Butterfly Effect "of atmospheric movement. "Butterfly Effect" is the manifestation of chaotic motion. When we examine the phenomena of life, neither the complete cycle nor the pure random, they both have the "lock frequency" to the natural cycle process (season, day and night, etc.) side, and maintain the intrinsic "autonomy" nature. The butterfly effect is also a dependence on the sensitivity of initial conditions in the theory of Chaos: The small difference in input can quickly magnify to the overriding difference of the output, as if a butterfly were flapping in Beijing today, it could cause a series of events in the atmosphere, leading to a storm in New York one month. ", if consumers have a bad impression of a product, through word of mouth will make corporate influence frustrated."

Talking about the traditional Word-of-mouth marketing, most small and medium-sized enterprises believe that the production of good goods, so that consumers satisfied with the establishment of a good reputation, so that consumers Word-of-mouth is word of mouth marketing. Liu Shugao that, in fact, the manufacture of high-quality goods, so that consumer satisfaction is only the basis of Word-of-mouth marketing protection, these are far from enough. Word-of-mouth Marketing as a way of marketing, must contain a lot of marketing tactics and implementation skills, but many enterprises have produced another extreme understanding: Word-of-mouth Marketing To create some events, gimmicks to hype, attract the public eye is Word-of-mouth marketing. In fact, these are one-sided recognition and misunderstanding of Word-of-mouth marketing.

In fact, Word-of-mouth marketing is not only marketing tactics, more should be Word-of-mouth marketing to the enterprise strategic height to treat, because, today this information dissemination channels, the rapid spread of the era, a Word-of-mouth marketing event is likely to quickly achieve or destroy a business, a brand. Therefore, we must put the word of mouth marketing into the enterprise development Strategy planning, using multi-angle deep thinking way to excavate Word-of-mouth marketing.

Liu Shugao that, with China's vast population, no country can be more suitable to use Word-of-mouth marketing than China, but also because of China's complex culture, thinking and behavior habits, leading to the implementation of Chinese Word-of-mouth marketing is relatively complex and difficult. I think the content of Word-of-mouth marketing should include: occasion, interests, novelty, controversy, private secret five elements. But the ways of communication can be diversified, following are the main three ways

1, mouth

The initial media is not developed, word-of-mouth communication way on word of mouth, so far word-of-mouth marketing is the main mode of communication. Red top businessman Hu Xueyan is a shrewd businessman, Word-of-mouth marketing has been used very well, known as the Great Samaritan, because he often do some good deeds, relief for the poor, propaganda himself, and expand their influence.

In modern society, the form of Word-of-mouth is still applicable, the United States, a clinic in Boston, the use of advertising in the same way as peer newspapers, and accept other hospitals are unwilling to accept the poor to seek medical treatment, the cost of the patients according to their own economic situation free payment, even patients have no money to pay medical will receive the best treatment and service, the only condition of the hospital: These patients are given weekly business cards to four people and are presented and recommended in good faith. At first, the hospital poor patient very much, hospital income is very small, but slowly, the rich people began to come, even a lot of top celebrities, dignitaries come to patronize, the hospital became more and more famous, followed by not only the rolling financial resources, but also a high reputation.

Trying to deliver advertising messages by way of mouth, prerequisite to have good products and services as the basis for customer satisfaction, while using a number of cases such as the above mentioned marketing tools, such as recommending new customers to buy old customers can get rewards, look for information to walk fast and a wide range of people, such as willing to party chat old people, social relations, a wide range of Of course, the specific methods need to be based on the dissemination of information and the characteristics of the Transfer object to determine.

2. Traditional media communication

A design good Word-of-mouth marketing events through newspapers, television, radio and other forms of dissemination, in order to expand the spread of Word-of-mouth marketing efforts.

3. Network communication

Network media form Independent listed because the network Word-of-mouth marketing is a new thing, there is a strong vitality, the same as an event for the dissemination of content, audiences often appear in forums, BBS, blog post information, and then through the opinion leader to guide the dissemination, these opinion leaders can affect the spread of the object of public figures or experts. The author believes that enterprises to do word-of-mouth marketing, it is best to forget to do an advertising campaign, let consumers for your propaganda is the real marketing, we can learn from the next 2008 Wenchuan earthquake, Wang old Kat brand propaganda to take the wonderful strategic positioning, "buyout Wanglaoji, Buy Today", which contains the infinite wisdom of enterprises.

Ma Yun once said, we have not figured out when the PC era, mobile internet came, not to understand the mobile internet, the Big Data era. Liu Shugao that in the original Word-of-mouth marketing has not been clear, the new mode of Word-of-mouth marketing came.

The new mode of Word-of-mouth marketing, including the fan economics, vertical three-dimensional propaganda model and the combination of group learning.

The new mode of Word-of-mouth marketing needs to have the Internet thinking mode, including the following points:

1, labeling

2. Large Data synthesis

3. User Experience

4. Vermicelli Economy

5, the platform of ecological

6. Social Marketing

Comprehensive six points, to meet customer demand, under the premise of creating value for customers, and truly achieve mutual benefit.

I author Liu Shu High, original article, the copyright belongs to me all, if need to reprint please keep my information.