Word-of-mouth marketing is crucial for both enterprises and individuals. As the saying goes, "Good reputation cannot be bought even with a thousand pieces of gold." Nowadays, with the rapid development of the Internet, online promoters are still in the primary stage regarding enterprise reputation marketing, and their understanding of word-of-mouth marketing is not profound. Word-of-mouth marketing is an advanced promotional method; it's not as simple as saying something nice and then walking away. Many online promoters can talk at length about brands, reputation, and channel construction, but truly doing well in word-of-mouth marketing requires creative concepts. After all, a brand is no trivial matter, channel construction is not just slogans, and consumers are not fools.
The superficial understanding and practices of online promoters regarding word-of-mouth marketing are closely related to the prevailing thought among today’s enterprises that emphasizes marketing over branding. Online promoters are also a product of progress in the Internet era. Most companies use the network mainly from the perspective of sales to expand the market, which leads to word-of-mouth marketing being undervalued in terms of demand. Therefore, it is unsurprising that online promoters have inadequate knowledge and practices regarding word-of-mouth marketing.
The importance of word-of-mouth marketing goes without saying. It is not only undervalued by online promoters but more importantly by enterprises themselves. Word-of-mouth marketing requires innovation to gain consumer recognition. If the actions of online promoters cannot even convince themselves, and they fail to achieve self-endorsement and transcendence, it will be even harder to persuade consumers to buy into their products or services.