The core of word-of-mouth marketing is to enhance the brand's awareness and consumer loyalty. Regardless of whether it's awareness or reputation, who ultimately decides? Of course, it's the consumers. Therefore, those who gain good word-of-mouth rule the world! Word-of-mouth marketing is a way of passing relevant product information from buyer to buyer through word-of-mouth communication to the buyer’s family, friends, and people they interact with in work and life, thereby influencing their purchasing decisions. The goal is to satisfy customer needs, win customer satisfaction and loyalty, obtain positive word-of-mouth, build good relationships with customers, and improve the image of enterprises and brands.
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Word-of-mouth marketing has different emphases in different cycles. In the incubation period, it emphasizes event-related word-of-mouth marketing (leveraging events); in the growth period, it focuses on advertising promotion and reputation-building word-of-mouth marketing (increasing trust); in the maturity period, it emphasizes optimizing member experiences and stimulating individual media chain transmission word-of-mouth marketing; in the decline period, it relies on event and public relations-based word-of-mouth marketing (turning the tide and rebuilding the image). A reasonable progression involves igniting base-level spread, progressively spreading impressions, and recalling memories. Selecting the right platform is crucial, considering factors like promotional characteristics and internet user participation habits. Currently, the best platform for this purpose is Weibo.
Skills in word-of-mouth marketing:
Allowing every customer to spread the "virtues" of your business is what every entrepreneur dreams of. But is the formation of word-of-mouth purely accidental, completely based on luck or spontaneous occurrences? After analyzing 50 sales cases, London-based McKinsey management marketing expert Renee Dye and her colleagues found that explosive demand generated by word-of-mouth advertising is not accidental or coincidental but follows certain patterns. Companies can predict the spread of word-of-mouth advertising by analyzing interactions and influences among consumers, making it networked, knowledge-based, and globalized, which requires great wisdom in our marketing efforts.
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