It is an enterprise manager's dream that every customer can pass on the "virtue" of his business. But is the formation of word of mouth all by accident, all by chance and spontaneous? Renee Dye, a management marketing expert at McKinsey in London, and her colleagues analyzed 50 sales cases and found that far from being an accident or coincidence, word-of-mouth advertising creates explosive demand. There are several patterns. Enterprises can predict the spread of word-of-mouth advertising by analyzing the interaction and influence among consumers, so as to make it networked, knowledgeable and global, which requires our marketing to pay great wisdom.
Aswen believes that not all products are suitable for word-of-mouth marketing, and word-of-mouth marketing plays a different role in different products. According to a survey by Aswen, "clothing, shoes and hats" (53.4 percent), "general merchandise" (46.7 percent), "household appliances" (39.2 percent) and "food/beverage" (37.1 percent) were the main product topics people talked about in terms of the types of products they were willing to spread information about. Further analysis shows that people of different ages and genders exchange different goods: The younger people are, the more often they talk about "clothes, shoes and hats". Especially among respondents aged 18-25, they communicate with others about "clothes, shoes and hats" (61.7%), "mobile phones/pagers" (50.7%), "cosmetics" (41.5%), "computers" (40.9%) and "audio and video products" (38.8%). Information exchange among people under 25 is much higher than among other age groups; With the increase of age, "daily necessities", "food" and "housing" gradually become the main products for people to communicate; "Clothing, shoes and hats" (65.3%), "general merchandise" (54.8%) and "cosmetics" (44.2%) were the most popular topics for women to communicate. Men, on the other hand, often talked about "household appliances" (50.6 percent), "cell phones/pagers" (45.3 percent), and "housing" (42.0 percent).
Therefore, in order to make more effective use of word of mouth, all online marketing campaigns should be targeted at those groups who are more willing to spread such products, and spread the information that these groups are most concerned about first among these groups. Genet Day suggests that marketing experts pay attention to two criteria: one is that the product should have some kind of uniqueness, appearance, function, use, price and so on; Second, the product should be suitable for word-of-mouth advertising potential, the advertisement will become catchy.
It is worth reminding that gaining popularity only needs to invest a lot of money and carry out intensive advertising bombardment, which can be formed in a short time. To win the reputation, we must do the basic work very detailed, in place and persevere, only the level of products and services exceed customers' expectations, in order to get their recommendation and publicity, and those who are ahead of competitors or innovative services and measures, will let consumers experience happy enjoyment, while the vivid spread.
One by one, one by one, one by one, one by one, and one by one, and one by one, and one by one, and one by one, and one by one, and one by one, and one by one, and one by one, and one by one.
