Zhaowen explains: Network word-of-mouth marketing is the organic combination of word-of-mouth marketing and network marketing.

In fact, word-of-mouth marketing has already existed. Local specialties, time-honored manufacturers, shops and enterprises' brand strategies all contain word-of-mouth marketing factors. Network marketing is a kind of online business activities after the rise of the Internet, it gradually developed from portal advertising marketing, search advertising marketing to network word-of-mouth marketing.

Network word-of-mouth marketing, which organically combines word-of-mouth marketing and network marketing, aims to open up new channels for enterprise marketing and obtain new benefits through word-of-mouth information transmitted by consumers in the form of words and other expressions, including the interactive information between enterprises and consumers, using the Internet information transmission technology and platform. The birth of this new marketing model has its initiation and development of appropriate external environment.

Or, it can be summarized as: Internet word-of-mouth marketing refers to the consumers or Internet users through the Internet (such as forums, blogs, podcasts, photo albums and videos)

Frequent sharing websites, etc.) channels to share, brand, product or service related discussion and related multimedia information content.

I. Advantages of word-of-mouth marketing:

1. Low publicity cost

Word-of-mouth is people's view of the enterprise, but also the enterprise should pay attention to a problem. Many enterprises with its tough service in consumer groups in exchange for a good reputation, driving the market share of enterprises. At the same time for the long-term development of the enterprise, save a lot of advertising costs. Once an enterprise's products or services have a good reputation, people will inadvertently carry out active communication on them. Since the cost of word-of-mouth marketing is mainly focused on educating and stimulating a small group of communication samples, namely educating and developing word-of-mouth opinion leaders, the cost is much lower than that of other forms of advertising aimed at the mass audience, and the result is often twice the result with half the effort. Generally speaking, in today's more well-informed Internet era, brand promotion based on forced preaching has become increasingly difficult and more expensive, and the cost performance is far better than targeted promotion and word-of-mouth communication.

Word-of-mouth marketing is undoubtedly the cheapest information dissemination tool in the world today. Basically, it only needs the intellectual support of enterprises, and does not need other more investment, saving a lot of advertising costs. Therefore, rather than spend a lot of money on advertising, promotion, public relations and other ways to attract the attention of potential consumers, so as to produce the "eyeball economy" effect, it is better to achieve this purpose through the cheap and simple effective way such as word of mouth.

The popularity of many good movies and good books is largely achieved by word of mouth. Probably all of us have had the experience of recommending a good movie or book to someone else, and this word-of-mouth recommendation can be more powerful than you think. According to statistics, 53% of movies spread by word of mouth.

Thanks to the power of word of mouth, the Harry Potter books written by British author J.K. Rowling are selling better than each other. When the fourth Harry Potter book was released in July 2000, it had an initial print run of 3.8 million copies and sold out within 48 hours. The fifth installment was widely anticipated before it was even published. When it was released simultaneously worldwide on June 21, 2003, it sold 750,000 copies in the United States alone on the first day and 5 million copies worldwide. J.K. Rowling, the once-lonely British single mother, is now richer than we thought, and she admitted in an interview with an American journalist that word of mouth helped propel her to fame, and that fame changed her life.

It is human nature to spread information, as well as people's high trust in word of mouth, in the 21st century, this era of global competition, economic integration of knowledge economy, word of mouth marketing as human's "zero media", still shows its magical marketing power.

2. High degree of trust

In contemporary society, people are inevitably exposed to all kinds of advertisements and media every day. A variety of new and old product promotion information comes one after another. Some of these useful information can create value for consumers and greatly save consumers' time and energy, while some junk information will not only waste consumers' time and energy, but also may greatly harm consumers. So people's trust in media advertising is gradually declining. According to some survey reports: "When citizens have corresponding needs, they tend to know the reputation of a product or company through their relatives and friends. And the advice of family and friends played a big part in the final decision."

The ultimate goal of a word-of-mouth campaign may be to increase sales of a product, or to change awareness of the product, or to increase awareness of the product. Whatever its purpose, word-of-mouth campaigns are usually designed to generate product credibility. Compared with traditional marketing methods, the dissemination of information such as research and survey data on specific groups, or so-called in-store and in-home interviews, is much richer and more authentic.

In general, word-of-mouth communication occurs among friends, relatives, colleagues, classmates and other close or close groups. Before the word of mouth process, they have established a special relationship and friendship with each other, which is more credible than pure advertising, promotion, public relations, merchants' recommendations, etc. In addition, only when a product or service has a high degree of satisfaction can it be widely read and form a good reputation. Therefore, information transmitted by word of mouth has the characteristics of high credibility for the audience.

This feature is the core of word-of-mouth communication, but also one of the best reasons for enterprises to carry out word-of-mouth publicity activities. The same quality, the same price, people tend to choose a good reputation of the product or service. Moreover, because the subject of word-of-mouth communication is neutral, there is almost no interest relationship, so it also increases the credibility.

3, targeted and accurate

When a product or service forms a good word of mouth, it will be widely spread. Word-of-mouth marketing is highly targeted. It is not the same as most corporate ads or advertorials, ignoring the individual differences of the recipient. Word-of-mouth communication often relies on one-to-one communication among the public, and there is a certain connection between the disseminator and the disseminator of information. Consumers have their own social circle, life circle, and have a certain understanding of each other. In daily life, people often communicate around each other's favorite topics. In this state, the disseminator of information can choose the appropriate content and form of communication according to the specific situation of the communicated, so as to form a good communication effect. When someone introduces a product to a colleague or friend, he is not trying to sell the product. He is just making suggestions for the problems that his friends have. For example, if a friend recommends a business or company's product to you, it will usually be something you are interested in, or even need. Therefore, consumers naturally pay more attention to word-of-mouth because they believe it is more relevant, direct and comprehensive than any other form of communication and promotion.

Chaowen Tong 4, with the unity

As the saying goes, birds of a feather flock together. Different consumer groups have different topics and focus, so each consumer group constitutes an unbreakable small camp, or even a certain kind of target market. They have similar consumption trends, similar brand preferences, as long as the influence of one or several people, in this era of infinite means and ways of communication, information will be spread at a geometric growth rate.

At this time, word-of-mouth communication is not only a marketing behavior, but also reflects the internal social needs of small groups. Most of the time, word-of-mouth communication occurs inadvertently, such as chatting at dinner when friends get together. At this time, relevant information is transmitted mainly because of social needs.

Therefore, we can see that word-of-mouth marketing is not only a marketing method in economics, but also has a deep social psychology as the basis. It is built on the psychology of people's various social needs, so it is more natural and easier to accept than ordinary marketing methods.

5. Enhance the corporate image

It's hard to imagine that a company with a bad reputation will grow in the long run. Word-of-mouth communication is different from advertising. Word-of-mouth is the symbol of corporate image, while advertising is just a kind of business behavior of enterprises. Word-of-mouth communication is a manifestation of people's high satisfaction with a certain product or service, while exaggerated advertising may cause consumers' aversion. Have a good reputation, often invisible to the long-term development of the enterprise, as well as enterprise product sales, promotion has a great impact. When an enterprise wins a good reputation, its visibility and reputation will often be very high, so that the enterprise has a good corporate image. This good corporate image once formed will become a huge intangible assets for the enterprise, for the product sales and promotion, the launch of new products have a positive role in promoting. And word of mouth, to some extent, can be controlled by the enterprise itself.

6. High success rate of exploring potential consumers

Experts have found that people are keen to tell others about their experiences or experiences for a variety of reasons, from the taste of the restaurant they just went to to the performance of their new phone. If the experience or experience is positive and positive, they will enthusiastically and proactively recommend it to others, helping the company find potential customers. A survey shows that a satisfied customer leads to eight potential sales, of which at least one will be concluded; One dissatisfied customer is enough to influence the purchase intentions of 25 people.

This "user tells user" word-of-mouth influence can be seen. Take air conditioning as an example. In the purchase process, consumers pay more attention to the use effect, after-sales service, price, brand and power consumption and other factors. Among potential users, the information about the use effect, after-sales service, price, brand and power consumption mainly comes from the first-time buyers. Word-of-mouth from first-time buyers is the most reliable form of communication for potential users.

7. Influence consumer decisions

Word of mouth plays an important role in the purchase decision process. For example, the attitude of the people around the consumer towards the product will have a direct impact on the consumer's purchase. Therefore, by linking consumers' purchasing decisions to word-of-mouth marketing, you may find that a seemingly insignificant product can be greatly improved by word-of-mouth marketing.

What is the role of word of mouth in the purchase process? In the simplest terms, it is "the moment when a consumer decides to take or leave a purchase decision". In order to engage consumers in the purchase decision-making process, many successful brands never underestimate the importance of consumer word-of-mouth.

8. Build brand loyalty

Use word-of-mouth marketing strategies to motivate early adopters to recommend products to others and persuade others to buy products. Finally, with the increase of satisfied customers, there will be more "information seeder" and "opinion leader", and the enterprise will win a good reputation. With the brand loyalty of consumers, long-term interests can be guaranteed naturally.

Zhaowen Tong 9, more affinity

Word-of-mouth marketing is also a kind of advertorials advertising in essence, but compared with traditional marketing means, it has a unique affinity and appeal. Traditional advertising and sales personnel generally promote products from the perspective of the seller and serve the interests of the seller, so people tend to doubt its authenticity, which can only arouse the attention and interest of consumers, so it is difficult to promote the real purchase behavior. However, in word-of-mouth marketing, the spreader is the consumer, who has nothing to do with the seller, is independent from the seller, and the product recommendation will not gain material benefits. Therefore, from the perspective of consumers, compared with advertising, the information delivered by word-of-mouth spreaders is considered objective and independent, and trusted by the receivers, so that they can skip the stage of doubt, wait-and-see, waiting and testing. And further promote buying behavior.

10. Avoid the edge of your opponent

With the intensification of market competition, there will often be a direct conflict between competitors. Word of mouth, however, can effectively sidestep these head-to-head contests. Fujifilm is a master of this osmotic word-of-mouth. I do not know from when, spread a saying: "indoor photography with Kodak, outdoor photography with Fuji", this paradoxical statement soon flow to the country. It is not difficult to find that this seemingly insipid "saying" not only lays the advantage of Fujifilm in the outdoor "big" market, but also has a profound, long-term and lasting impact on people's consumption habits of color paper, which is easy to guide consumers to form a potential consumption set.