Zhou 祎 Word-of-mouth marketing resembles God

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May 15, Qihoo Chairman Zhou in the Community Congress issued a "no advertising era" declaration, for its Qihoo issued "Community Word-of-mouth marketing Platform" momentum. See this Zhou manifesto, I think of the author and February published a "Internet will rely on the power to change the way of life," the article, the author has said that "the future of the Internet enterprises must construct a virtual world, but also to first construct the virtual world of people, Then around people to meet their needs, to explore the power to change the virtual world, such enterprises can win. "and" branding and marketing changes in the rich economic age will be discussed in later articles. "And so on.

April 10, the author also wrote a "NEC Notebook quit Chinese netizens," the main point of view is "Internet to make Word-of-mouth marketing possible." Today, I was excited and gratified to see Mr. Zhou turn this "possibility" into a "reality". For Mr Zhou said "the focus mode is a traditional advertising innovation, but the ads are accurate, still advertising, now ' no advertising era ' has come, but also the overwhelming LCD screen to do?" "The argument is also hundred percent support.

However, I still have some different opinions about the "Word-of-mouth marketing platform" established by Mr. Zhou.

The PK of Jiangnan spring makes sense

Jiangnan Spring's focus mode is the innovation of traditional advertising, but also created a profit myth, Jiangnan spring depends on the consumer lifestyle understanding. Building ads take advantage of the boring time of consumers and the idea of finding a point of interest in a boring time, which is the innovation of lifestyle. Because the effect is much higher than other advertising methods, it is favored by advertisers.

Zhou that Jiangnan spring's niche pattern will be replaced by "No advertising mode", which makes sense. As we all know, the cause of advertising in economic interpretation is to reduce the information asymmetry between consumers and business owners, enterprise owners take advantage of this asymmetry, so that their product advantages (product information) passed to consumers, so as to achieve a balance, and finally achieve the purchase.

However, with the popularization of the Internet and technological progress, web2.0 mode allows consumers to freely express their views, such as the use of a product view, can be published in forums, blogs and other platforms, and other consumers before buying products are accustomed to the Internet to view these views, and thus determine their purchase; Search engines such as Google help consumers easily get the information they need. The industrial chain of Internet advertisement is basically perfect, and it is not passive advertisement, but an initiative behavior, the "information asymmetry" between consumer and Enterprise decides consumers hope to obtain information through some way, so as to achieve a kind of balance. In the ubiquitous passive advertisement, the consumer gradually loses direction, thinks all advertisement has the false, this is the divide the public pattern also follows the decline the reason.

And the web2.0 platform is also a platform between enterprises. For example, Sogou input method and Google input method between the debate, the use of the blog way to launch the blogger to automatically comment, which is also a new form of advertising. And a few days ago, there was a company called "broadcast Granville" to send the author e-mail, said "the need for a group of outstanding bloggers in the industry, hoping to reach contact, after the industry-related business, you can contact you, the way to cooperate is to want you to write some blog posts related to customers, published in your blog, Of course, the specific content or words to see specific customer requirements, we will be in accordance with the degree of cooperation, to give certain returns. "This is also the use of web2.0 platform for advertising marketing."

Therefore, Mr. Zhou to the Jiangnan vernal equinox mode of questioning is reasonable, but also in line with the future advertising development model, the author also very much agree.

"Community Word-of-mouth Marketing Platform" is not like the shape of God

Mr. Zhou's so-called "community Word-of-mouth marketing Platform", mainly for corporate customers, to help enterprises collect in various network communities in the company's posts, as well as the posting of potential users or loyal users, forming a network user club, enterprises will communicate with these users, to persuade them to write, post to the enterprise-friendly posts, " Let netizens use their own words to the enterprise's products, brands, service word of mouth, thus forming a huge advertising effect. And that's what traditional advertising can't do. "In this regard, I think Mr. Zhou did not understand the" Word-of-mouth marketing "the true meaning, but only the form of" Word-of-mouth marketing ", but the reality of the ordinary advertising model moved to the Internet.

"Word of mouth is about all the comments about the brand, the sum of the verbal communication of all people in a particular product, service or company," Imanuel Rosen Emanuel Rosen, author of Anatomy's Buzz, said. "The book also said that Word-of-mouth marketing is a kind of smooth things quiet, is a spontaneous behavior."

In fact, the concept of Word-of-mouth marketing has been used in many video ads, for example, TV direct advertising, the good use of the "Word-of-mouth marketing" concept, so that experts or users to the benefits of this product, so that consumers trust and purchase, although these experts and consumers are basically hired by the "entrusted", But still played a very good sales effect, but the liar will eventually be exposed, "Master Hu" is an example.

Then look at Zhou's "Community Word-of-mouth Marketing Platform" purpose: to persuade netizens to write to the enterprise-friendly posts, so as to achieve "word-of-mouth spread." Is this a spontaneous act? Is it natural? Obviously this did not meet the NEWL Rosen of Word-of-mouth marketing requirements, but also give people the feeling of cheating. Is it a kind of cheating to launch a part of the gunman and evaluate the superiority of a product?

The steps of Internet Word-of-mouth Marketing

The author has in the "NEC Notebook quit the Chinese netizen speech to help", said the internet to make Word-of-mouth marketing possible, but it is not this cheating suspicion of word-of-mouth marketing, because this is "similar to God does not like", did not comprehend "Word-of-mouth marketing" embellish the essence of the quiet.

Word-of-mouth Marketing is not only the promotion of product performance, the goal also includes the discovery of product shortcomings and to improve, step-by-step to achieve true Word-of-mouth marketing, thereby shaping the corporate brand. Personally think that the "online Word-of-mouth marketing" Steps should be as follows:

The first step: on the network platform to find suitable for "Word-of-mouth communicators" people. These people are characterized by the use of your products or services, and feel a lot of advantages, they spontaneously spread online. There is also a need to find some people who think your product is flawed and spontaneous in spreading your flaws.

The second step: let "word-of-mouth communicators" constantly spread. Of course this is a spontaneous transmission, and there is no deceptive nature, because the users of products and services, their personal feelings are most trusted by consumers. and the negative information can be achieved by changing the performance and service of the product to their satisfaction, and then they also spontaneously spread, this spread will increase the consumer's trust and loyalty to the brand.

The third step: to the "Word-of-mouth communicators" power. I think this motivation is not necessarily money, you pay the blogger money, let them spread, money leads to the spread of distortion, so the best way is to give them the latest products and services, so that they can be donated to others, thereby expanding the "Word-of-mouth marketers" team.

Fourth step: Control the way of transmission, to avoid sabotage.

Finally, "Internet Word-of-mouth Marketing" should focus on product and service quality, do not deceive consumers in the heart, otherwise the negative effect will be much larger than other advertising mode, which is the speed of network transmission. (Rock Heart/Consumer electronics industry expert)