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Word of Mouth Marketing - Market Difference / Customer Fission

word of mouth marketingIt refers to the enterprise's efforts to make consumers spread their product information and brand through the communication between their relatives and friends.This kind of marketing method is characterized by high success rate and strong credibility. This kind of marketing method based on word-of-mouth communication is called word-of-mouth marketing.From the practical analysis of corporate marketing, word-of-mouth marketing is a market where companies use various effective means to induce customers to talk and communicate about their products, services and the overall image of the company, and to encourage customers to introduce and recommend to their surrounding people. Marketing methods and processes.

Word-of-mouth marketing Word-of-mouth communication Word-of-mouth influence-brand-SEO-public opinion-optimization-米国生活
Word of Mouth Content Planning - Brand Difference

It is the dream of business operators to allow every customer to preach the "virtue" of their own business.But is the formation of word-of-mouth all purely accidental, completely random and spontaneous?Renee Dye, a London-based management marketing expert at McKinsey & Company, and her colleagues found after analyzing 50 sales cases that word-of-mouth advertising created explosive demand. .Enterprises can completely predict the spread of word-of-mouth advertisements by analyzing the interaction and mutual influence between consumers, making them networked, knowledgeable, and globalized, which requires great wisdom from our marketing.

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Video Marketing - Stories/Emotions/Situations

Stories are an effective tool for spreading reputation because they spread with emotion.As soon as the new century entered the new century, Italian leather shoes "Fareno" quietly landed in the Chinese market, and it is not only "Fareno" leather shoes that are loved by domestic film and television stars, successful men, political celebrities and other mid-to-high-end consumer groups with novel styles and fine workmanship , The use of materials is exquisite, showing the style of a successful self-confidence, noble and extraordinary man, and there is a legend full of legends.

In 1189 AD, the Holy Roman Emperor Frederick I and the kings of Britain and France led the third "crusade" to Jerusalem.When walking near the Alps, the weather suddenly changed, the wind and snow were heavy, and the feet of the "crusaders" were frozen.In desperation, the Roman knight FARINO asked others to wrap their leather around their feet and move on. In the 3th and 14th centuries, a famous leather shoe manufacturer in a northern Italian city named the highest-grade leather shoes "Farenuo" in honor of General Fareno. The reputation of "Fareno" spread from this.

Beautiful and timeless legends always make your product memorable.It is estimated that the popularity of the TV series "Dazhaimen" will surely make Tongrentang pharmacy famous throughout China.

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Image Marketing - Product/Visual/Patent


Therefore, in order to use word of mouth more effectively, all marketing activities should target these groups who are more willing to spread such products, and spread the information that these groups are most concerned about first among these groups.Rene Dai suggested that marketing experts pay attention to two criteria: First, the product must have a certain uniqueness, such as appearance, function, use, price, etc.; second, the product must have the potential to be suitable for word-of-mouth advertising, and make the advertisement bright mouth.

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Event Marketing - Space Planning / Time Planning

On message boards in every office at Dell's corporate headquarters is a slogan: "Customer Experience: Get It."The so-called customer experience, "it is the sum of the customer's interaction with the company's products, people and processes."That is to let customers be involved in the whole process of production, or let customers enjoy the fun of consumption, so as to form "get what you want at the price you want, at the time you want, in the way you want". Strong consumer desire, Dell even believes that "customer experience is the next battlefield of competition."

Pfizer's "Ecoca" does not have much advertising investment, but it can become popular all over the world in a short time. The important point is to use the customer's experiential consumption to make people positive, negative, advantages and disadvantages of this product. Such discussions and disputes have become the focus of street discussions in almost every country. The "Blue Pill" of "Ikoka" has become a well-known product all over the world under people's word of mouth.

The experience brought by experiential consumption is unforgettable.Because of this, more and more products choose experiential consumption, and use this ancient and magical marketing method to guide enterprises to go more stable and go further in marketing.

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Points to be paid attention to in word-of-mouth marketing

Ignoring the improvement of product and service quality - consumers do not buy it

"The fragrance of wine is not afraid of deep alleys", the key is that the wine should be fragrant.Without the quality and service that satisfy customers, a good reputation can only be empty talk.Some enterprises do not focus on improving the core competitiveness of their products, but only blindly carry out overwhelming advertising and a large number of promotional activities, but often do not achieve good results.Some enterprises, although they once had a good reputation, have remained complacent and neglected to improve the quality of products and services, and ultimately can only be eliminated by fierce market competition.

"There is Wang Mazi in the north, and Zhang Xiaoquan in the south." "Wang Mazi" Knife and Scissors Factory was established in Caishikou, the capital, as early as the eighth year of (Qing) Shunzhi (1651), and is a well-known time-honored brand in China.For hundreds of years, Wangmazi knife and scissors products have been well-known among the people for their sharp edges and durability.In the late 80s and early 90s, "Wang Mazi" reached a historical peak, setting a record of selling 7 kitchen knives and 40 scissors a month.But starting in 1995, Wang Mazi began to lose money year after year, and finally applied to the court for bankruptcy 352 years after its establishment.

"Wang Mazi" has a good reputation among consumers as a time-honored brand, but why was it finally abandoned by consumers?The problem is that the "Wang Mazi" scissors factory rests on its laurels and is content with the status quo. "Wang Mazi" knife and scissors products have always used the iron clip steel process, and the knives and scissors made are easy to use and durable, but with the emergence of stainless steel knives and scissors, "Wang Mazi" products gradually exposed their own shortcomings: complex process, It is easy to rust, the appearance is old-fashioned, and the grade is low.In the face of the impact of new products, "Wang Mazi" has still used the craftsmanship and shape of decades ago, and has not actively developed a new Wang Mazi that suits the market demand, so it is natural to lose the favor of consumers.

Lack of Marketing Ethics - Shooting yourself in the foot

With the development of the market economy, the improvement of people's knowledge level and the increase of consumption experience, consumers have become more and more rational, and they are more inclined to learn about products from people around them, so as to avoid the risks and risks brought by directly experiencing the products. The cost, therefore, of word-of-mouth marketing has also become more important.Some companies use the so-called "actual effect" to promote, but they have invited many celebrities, but there is no "celebrity effect" at all.On the contrary, some companies do not shy away from the shortcomings of their products in the process of publicity, and promote the functions of the products truthfully, but they can win the trust of customers and bring good reputation.

Marketing ethics is the premise of word-of-mouth marketing.Enterprises should first ensure the objectivity and authenticity of their publicity, and not exaggerate their products and services.Otherwise, it is likely to bring about negative word-of-mouth communication.

At the beginning of 2003, "SARS" first appeared in Guangdong, just when people didn't know what this highly contagious disease was, a piece of news appeared on the Internet: this disease was some kind of bird flu, and a certain company produced it. A certain medicine is a special medicine for the treatment and prevention of this bird flu.For a time, "Luoyang paper was expensive", and the special medicines produced by the company were in short supply and even out of stock.With the virus still unconfirmed by the health department, this phenomenon has attracted the attention of government departments and the media. After investigation, it turned out that this company, Gu Ren, was publishing false information on the Internet in order to use the panic of the masses to promote sales. the goal of.Under the doubts of the media and the public, the company has repeatedly denied its wrongdoing, and even attempted to bribe the media with advertising.In the end, the world's top pharmaceutical company was severely punished by the government, and more importantly, its reputation for painstaking years in China was ruined.

Ignoring word-of-mouth marketing within your company - backyard fires

Many companies often unilaterally interpret marketing as external marketing in the process of marketing, and word-of-mouth marketing within the company is easily overlooked.In fact, if the employees of the company are working for the company with dissatisfaction, the effect can be imagined.And when these employees complain about their business to friends, their negative word of mouth as a source of information is far more effective than the average consumer.Moreover, this kind of resistance to the enterprise will definitely have an impact on the normal production of the enterprise.

PricewaterhouseCoopers, a famous accounting firm, experienced a severe "collective sabotage" of Chinese employees in 2004.In such a multinational company that ranks first among the world's four largest accounting firms, how can there be "collective sabotage"?

The unreasonable salary system is the main reason for this slowdown.In the accounting and auditing industry, employees' income mainly comes from basic salary and overtime income. On the issue of overtime salary, PwC's consistent system is: junior employees pay overtime wages according to the rules but no year-end dividends, and management above senior employees and managers The strata do not pay overtime wages, but give year-end dividends as compensation.According to this system, senior employees who do not belong to the managerial level often have to work overtime but cannot get overtime pay, so that the salary of senior employees is not as high as that of junior employees, which makes senior employees feel that what they pay is not proportional to what they get.At the same time, dozens of senior executives who were transferred from Hong Kong received high salaries, in sharp contrast to mainland employees, and the management culture brought by Hong Kong executives also made them feel uncomfortable.The long-term conflict finally led to the crisis within the company.

After the sabotage incident, although the company adjusted the overtime wage system, the actual wages of senior employees were still lower than their due wages.Although the turmoil was finally resolved under the compromise of all parties, the related business will inevitably be delayed in the short term, and the number of orders received will also be affected. More importantly, the good reputation of PwC, which has been painstakingly managed for many years, may suffer serious losses in China.

PricewaterhouseCoopers' "slowdown" reflects that even large companies with modern business philosophy are often prone to mishandling the dissatisfaction of internal employees, causing fires in the backyard, which will seriously affect the social reputation of the company.Therefore, enterprises should pay full attention to internal word-of-mouth marketing, so that employees can truly identify with and integrate into the company's culture, and sincerely carry out positive word-of-mouth communication for the company.The sincerity of employees is often more convincing than the praise of ordinary word-of-mouth communicators.

Lack of a good negative word-of-mouth communication mechanism - adding fuel to the fire

Word-of-mouth is a double-edged sword, which can not only bring word-of-mouth effects to enterprises, but also negatively affect the spread of negative word-of-mouth.Modern enterprises, even some large ones, tend to ignore the seriousness of negative word-of-mouth communication. Without a timely and correct mechanism for dealing with crises, the crisis of the enterprise often gets deeper and deeper.

In 1999, two users in Texas, USA, accused Toshiba of a fault in the disk circuit of the notebook computer, which may lead to the destruction of the archived data, so they initiated a joint lawsuit against Toshiba.In order to avoid the risk of high compensation, Toshiba agreed to "private" and paid a total of 10.5 billion US dollars in compensation for American users.Half a year later, the news was disclosed on the Internet by a person returning to China, which has already caused dissatisfaction among Chinese consumers.However, this matter did not attract enough attention from Toshiba. When Chinese consumers also asked for compensation, they were rejected by Toshiba, and they were jointly sued by Chinese consumers.Toshiba's "double standard" caused an uproar in China, and Toshiba's original good image plummeted.The Toshiba notebook computer incident caused Toshiba's sales to suffer a cold winter. According to the statistical results released by the International Data Corporation on December 2000, 12, the sales situation of Toshiba notebook computers in the increasingly prosperous personal computer market in mainland China in that year declined sharply. The sales volume in the second quarter was only 19 units, a decrease of 17,697 units from the first quarter, and the market share in the second quarter also dropped from 432% in the first quarter to 19.4%.

In China, the most common practice of many companies during a crisis is to lock the door, refuse all interviews, try to deceive consumers by various means, and even many internal employees of the company do not know what happened.The result of such "covering the ugly" can only be counterproductive, making the image and reputation of the company more questioned by consumers.

Rejection of the Mass Media - Suffering from Suffering

Nowadays, many companies blindly use a large number of marketing methods such as advertising, sales promotion, and business promotion. The development of the Internet and information technology has exacerbated this behavior, but the effect is not obvious.Therefore, some companies hold the mentality of "the fragrance of wine is not afraid of deep alleys", blindly immerse themselves in the production of products, and reject other marketing methods such as advertising and sales, which will lead to the other extreme.The marketing of enterprises should be carried out according to the characteristics of their own products. Starbucks' "word of mouth" marketing strategy may not be suitable for other enterprises.

In the past, when it came to Maotai, people would think of "national wine" and "state banquet", thinking that this is a noble wine that only big people can drink.Moutai has always seemed reluctant to take off the mysterious veil on his body. "The fragrance of wine is not afraid of deep alleys." As a high-end product under the planned economy, Moutai never needs to consider whether its own wine can be sold.However, under the tide of the market economy, Moutai gradually lost its dominant position and faced a strong impact from liquor brands such as Wuliangye and Langjiu.Finally, in the mid-90s, Maotai also started advertising!It seems that good wine can not only be placed in the alley. In 1998, China's liquor industry was hit hard, and Maotai was not spared either. In the face of the crisis, Maotai's boss personally focused on sales, organized a marketing team, and launched new and comprehensive marketing across the country.People have mixed opinions on the effect of Moutai's marketing, but only from the change of marketing concept, Moutai is worthy of appreciation. Although it was forced out, it can at least avoid repeating the mistakes of "Wang Mazi".

Word-of-mouth marketing expert Michael Cafferky once pointed out: "Word-of-mouth is a low-tech method in the mind, but it is realized by resorting to all the high-tech gimmicks in the market." It can be seen that traditional marketing methods are still a part of corporate marketing. In an important aspect, word of mouth is not a panacea, and word-of-mouth marketing of an enterprise should organically combine the two.

Word-of-mouth marketing is more and more valued by marketers, but if the above problems are ignored, not only will word-of-mouth fail to play its due marketing role, but it is also prone to negative word-of-mouth communication, which will bring difficulties to the marketing of enterprises.Therefore, in marketing activities, marketers should pay attention to the above problems, try to avoid the occurrence of these problems, and correct the problems that have occurred in a timely manner, so that the huge marketing effect of word of mouth can really play.

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