Word-of-mouth Marketing Rapid Take-off measurement technology work

Guide: The world's oldest communications "Word-of-mouth" in the network era and become the new favorite. A study from the US suggests that Word-of-mouth marketing has increased by 35.9% in 2006. Even some experts assert that Word-of-mouth marketing has become an independent industry. The most important reason for the sudden shine of "Word-of-mouth" in the last two years is the timely follow-up of measurement techniques. Because the new media industry has a axiom: only those who can be measured can be bought. Unable to measure the "Word-of-mouth" can not avoid the outcome of applause. It is the "word of mouth" that provides a scientific and cost-effective analysis that can drive this new industry by leaps and bounds.

For marketers, how much is the consumer's reputation worth?

The annual Word-of-mouth conference in Las Vegas, USA, disclosed the data: In 2006, Word-of-mouth marketers spent nearly $1 billion trillion, exactly 981 million dollars. In 2001, it was 76 million dollars. It is expected to reach 3.7 billion dollars in 2011 years.

"We should think of it as a certain industry now," said Dr Leo Kivijarv, who chaired the analysis, from PQ Media Corp. ”

Rapid Take-off

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; In recent times, the reason for the rapid rise in Word-of-mouth marketing has been attributed to PQ media: "Supported by research and technology that encourage consumers to talk about products." "Yet, even so, it accounts for just 0.4% per cent of the 254 billion-dollar market for marketing services. But it looks like this little cake will swell rapidly. In 2006, the field grew by 35.9%.

Word-of-mouth is probably one of the oldest ways of conveying information in the world. It has been getting hotter since 1990. At that time, brand marketers began to seize some of the media, to seek a breakout in the crowd. But the recent take-off has benefited from the industry's focus on proving to marketers that they can provide measurable returns on investment.

"The axiom of the new media industry is that only those who can be measured can be bought," said Patrick Quinn, chief executive of PQ Media. This axiom has led to a shift in media spending from traditional to alternative advertising and marketing models. Word-of-mouth marketing industry in the high cost-saving platform for marketers to provide investment returns, so from this trend to Amoy gold. ”

Effectiveness is the key

In addition to proving the success of the Word-of-mouth marketing industry, another important achievement is the suggestion that Word-of-mouth is more effective than other forms of advertising. A recent survey of 26000 people by Nielsen's global research firm found that nearly 78% of respondents believed in "consumer reviews". The trust rate is 15% higher than the second most trusted resource-the newspaper. According to Dr Kivijarv, "When you compare Word-of-mouth with other models, you find that trusting a friend or an influential person is the deciding factor when people decide to buy a product." ”

Source: http://adage.com/article?article_id=122025

(Compile: Shi Ying)

"Sales and Marketing" strategic version of the new Marketing column special moderator.

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