Online word-of-mouth communication and customer relations, transforming "target audience" into "participants". Word of mouth, an ancient mode of communication, is a future mode of communication. Because in the future, whoever can tell stories best will have a strong brand.
Online word-of-mouth communication and customer relations, transforming "target audience" into "participants".
In the past, communication marketing was a one-way communication. Both advertising and public relations were targeted at the target audience with the mass media as the platform and different communication technologies as tools (strictly speaking, direct marketing is no exception). The purpose of publicity is to establish the value of the brand and the relationship with consumers. In the past, word of mouth has long been used as a sincere evaluation criterion to test the success of these promotional activities: when people talk about your advertisement at a dinner party and the media scramble to report your news, you are truly successful. The key point is that "there is a word of mouth" to prove that you have visited here, rather than like most promotional activities - spring has passed without trace.
However, the process of creating word of mouth is different from that in the past. The modernization of the Internet makes it possible for people to copy information in one second and spread it to countless people through social platforms that almost everyone has. The platform on the Internet is full of places to provide discussion. Whether it is the official website, blog, or any activity website, people can share and discuss at any time and anywhere. Such a large, convenient and fast sharing of results has made the effect of interactive communication between consumers far greater than that of communication between manufacturers and consumers.
Therefore, the formation of word of mouth has evolved from passive in the past to active in the present. Passive word-of-mouth communication is the response of consumers to the stimulation of marketing communication, while active word-of-mouth communication is the result of consumers' active participation. So when we think about the communication strategy, we should start to change the "target audience" into "participants".
I believe that the amount of information transmitted through network forwarding and physical word of mouth has exceeded half of the total amount of information transmitted. That is to say, the total amount of information or knowledge that people have obtained on multiple platforms has exceeded the sum of advertising, public relations, direct marketing and promotion. Among them, the commodities with high unit price and high transaction risk are more obvious. For example, hotels, finance, cars, computers, drugs, etc. More than 80% of people's preference for restaurants comes from the influence of word of mouth.
According to some reports, online word-of-mouth communication only accounts for 7% of the total word-of-mouth (very unexpected), because although people's social activities on the Internet have been extremely common and frequent, this kind of communication is only limited to people, and people do not welcome the implantation of products. This 7% share is the key to launching word-of-mouth marketing in the digital era. It is the detonator of the atomic bomb of word-of-mouth. Good products or moving brand stories are found by the discerning online talent, so they are forwarded to offline fans, and fans share them with their friends, and friends pass them to friends, so they become a hot topic in offline social activities.
In fact, people spend far more time living and talking in the real world than in the virtual network world. We should not ignore the authenticity of the real world while amplifying the effect of online word-of-mouth communication. The advantage of word-of-mouth communication on the network is that it can be quickly shared with many people at one time. As for the creation of word-of-mouth content, the closer it is to the real world life scene, the better; At the same time, films with sound and light are always more appealing than full text.
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