Yell City, difficult to succeed Word-of-mouth marketing model

Recently, see "blog bus" BSP platform to enter Word-of-mouth marketing, launch Yell City News, users with Blogbus user name and password can be logged in, spend a minute to supplement the personal data can participate in all kinds of free access to activities and surveys, experience products and services, back to Yell City to write trial speech and help yell. Any yell will be rewarded with an integral reward, and the bonus points will be used as the basis for the next experience.

So what does it mean to try this blog bus?

The author believes that it is worth affirming that on the one hand, with the spirit of innovation, changed the traditional "Word-of-mouth marketing" of anonymity and speculation, through the real experience activities, access to the user's real evaluation, to do word-of-mouth publicity for enterprises.

However, this model is also problematic, in terms of the nature of its public relations, is still looking for "entrusted" to speak, but "entrusted" is to be representative. Of course, any PR activities of the "entrusted", like the press conference site "testimony", obviously can only be said that the main, this "integral" mechanism can be seen out, if not to say good, obviously next time will not be your turn. And after the trial how many products really can get praise? In the era of increasingly homogeneous products, how many products dare to say that their functional advantages are obvious? To be able to try and form a good reputation of the product, is more limited in the functional appeal of products (emotional products more by advertising to brand value-added).

Obviously, this kind of experience activity, only may be individual product individual marketing promotion activity, but cannot become the universally applicable word-of-mouth marketing way. The main problems can be summed up as follows: 1, Word-of-mouth is not controlled, 2, the public trust degree is low, 3, the product function homogeneity causes the limitation; 4, the operation cost is high.

Therefore, as a product trial test platform, access to the user's true feedback, may be (but and offline market research, there is no difference and advantage), as a platform for Word-of-mouth marketing, but is passable, take for granted. From the current situation of the platform, there are only individual shampoo and detergent product trial, can prove this point.

Of course, this also fundamentally reflects the BSP blog operators current earnings dilemma, due to the lack of Sina blog Such a information portal based on the brand effect and user stickiness, so its advertising revenue has instability. Yell City appearance, embodies the blog operators trying to break through the profit dilemma, can be active community atmosphere, but it is difficult to form an effective profit model.

In short, the reality can have an operational "word-of-mouth communication" or need "opinion leader" or "saliva root", the former is the "real name of the" (Opinion leader) + Media amplification (Star effect and popular topic), the latter is "anonymous vest", a large number of irrigation, imperceptibly affect the community around the people. Under normal circumstances, only the controllable state of the dissemination of targeted topics, it is possible to obtain effective dissemination effect.