The rise of social networks brings a revival of Word-of-mouth marketing

Marketing is to a large extent through the guidance of information dissemination to affect consumer http://www.aliyun.com/zixun/aggregation/7603.html "> buying decision, at the beginning of the last century, friends, Communication between family and other acquaintances was the main way to disseminate information, so at that time, the word-of-mouth between acquaintances is also a business to obtain customers an important way, word-of-mouth marketing in the promotion of enterprises played an irreplaceable role, we are familiar with many of the old Chinese are relying on Word-of-mouth started, Word-of-mouth has become a cornerstone of many enterprises success.

The reason that Word-of-mouth is powerful is trust, why trust? Because Word-of-mouth is through our existing chain of relationships, and the premise of the relationship chain can be established is trust-because we trust friends, in order to establish a friendship relationship. So when the information passed to us through the social chain, we will inevitably associate the trust of friends to the information, when the message through the relationship chain is a product or brand positive evaluation, is word-of-mouth. Until today, when we come to a city, local friends will definitely recommend a local famous restaurant or snacks, and out of the trust of friends, we will certainly go to taste.

However, the dissemination of information through the relationship chain has obvious drawbacks, the most important is the transmission efficiency is low, the scope of communication is narrow, Word-of-mouth marketing based on the relationship chain naturally inherited these shortcomings. Because of this, many Chinese old and famous only in a certain city has a high visibility, after decades still difficult to achieve cross-regional expansion. With the rapid improvement of productivity and the great development of modern media industry, newspapers and television and other media have become the most effective and mainstream way of information transmission, relying on media advertising, many enterprises quickly in the country or even the global expansion, in a few years beyond the many decades or even hundred years of enterprise. And the efficiency of word-of-mouth communication is increasingly not keep pace with the rapid expansion of enterprises, gradually reduced to chicken ribs.

But it's all starting to change now, with the development of the Internet, especially the development of social networks, the connection between people through the network more and more closely, information through the social network among friends and other acquaintances more efficient transmission, ten years ago, we access to information via the Internet is the main way to the portal, and today , we get more information through microblogs or micro-letters, and social media is becoming the main channel of information transmission.

Spreading information through social networks is actually spreading information through our chain of relationships. Everything seems to be back more than 100 years ago, without the media's monopoly on the channels of information, we get information by communicating with family, friends, and other acquaintances, and the biggest change is that the message is no longer confined to a teahouse, a group, relayed by six of friends on a social network, Information can reach almost anyone in the country or even around the world. The relationship between the trust of the chain, there is a higher than the traditional media efficiency, the decline of Word-of-mouth marketing after a century of silence, riding the social network era of the East wind, ushered in a perfect opportunity to revive.

In the era of Word-of-mouth marketing is about to fully revive, we have seen the seabed fishing, millet mobile phones and many other successful cases, but also see almost all enterprises are actively exploring social media marketing. So how exactly should word-of-mouth marketing be done in the social networking era? I will continue to share with you next week.