Internet marketing people must be aware of the commodities in the discussion the region generated topic is one of the best strategies, but the word-of-mouth marketing can only do this in the virtual space? Entity how from the first to the machine? Experience the negative evaluation of how to turn the crisis into an opportunity?
To create word-of-mouth is one of the most important direction of marketing. According to Nielsen research found that Asia is the world’s most believe that the reputation of the region, and Taiwan in Asia ranked second. Up to 91% of Internet users in Taiwan believe most forms of advertising recommended by friends and relatives.
Today’s operating practices of the word-of-mouth marketing has been quite diverse, with the scientific assessment of the way let word-of-mouth marketing effectiveness can accurately assess. How it could be integrated with retractable banner stands promotion to reinforce sales message.
Word-of-mouth marketing how to play? Start with the entity Chong topic
What is the reputation? Reputation is to give consumers the opportunity to discuss the brand and product. If we can win the consumers ‘positive assessment and generate the recommended behavior will help the products stand out in the decision-making process of consumers’ shopping.
Therefore, enterprises should dialogue at different points of contact and consumers, so that consumers understand the products and brands and thus take the initiative to help your retractable banner stand marketing. The different pathway Features also affect the use of the word-of-mouth marketing. In general, the physical channel operating word-of-mouth marketing, focus on to create topics, to attract the attention of the mass media to increase exposure, or contact with consumers through organizing activities, and the opportunity to experience products.
From the network to increase discussion
In addition to having the characteristics of real-time interactive rich information can be quickly passed out, and get immediate consumer response to benefit from the rise of Web 2.0, Internet. Therefore, the success of Internet word-of-mouth marketing can affect consumers than physical channels are much more extensive.
How to use the Internet to create a successful word-of-mouth marketing, currently marketing one of the topics. According to the different characteristics of the path, the strength of the media to common performance practices are summarized as follows by the table (a) can understand the word-of-mouth marketing through a variety of ways to go.
Use of network characteristics: in Wretch Wretch placed makeup, instructional videos and create a blog
Physical activity: organizing makeup artist will meet, so users can become a makeup MODEL blogs Share
Keyword marketing: consumer language as the key to increase the opportunity to be searched
Send tryout: observe users respond to and maintain the interactive selection of friends gift tryout
Marketing costs are significantly reduced, reducing customer spend
Browse high rate: more than 200,000 views
High loyalty: Loyal users to develop 1,000
High exposure: boarded nameless Blog Home 45 days
(Source & planning executive team: Zenith Media people come to network-Zed Digital)
Case II: Lancome Lancome-Magnifique perfume (France)
Type: Community Marketing (Community Marketing)
‘s First non-profit global communication platform – Magnifique-Women. Com
The use of well-known spokesman: Anhai of Sewei delivery product production concepts, and strengthen links with consumers increase response rate
Influencer marketing: regularly send messages to influential bloggers and invited to participate in the discussion activities
The activities great acclaim in Japan, China, and Spain to set up the same communication platform to increase consumer understanding of the spirit of the brand and product
(Source: Zenith Media CMD database)
Case III: Diet Coke Tribute to Fashion by Coca Cola Light (Italy)
Type: word-of-mouth marketing (Buzz marketing)
Cause Marketing: combined with the City of Milan and the fashion magazine Vogue Italia and Vanity Fair co-organizing a fundraiser for the victims of the Abruzzo Abruzzo
Opportunities for dialogue: events at the Milan Fashion Week Eight renowned brand designer to design a Coke bottle
Attract global media attention, and enhance the Coke Light visibility successful establishment of a charitable image, the proceeds from the sale is donated to local charities
(Source: Zenith Media CMD database)
Word-of-mouth visible, not afraid of a waste of money
Previous assessment of word-of-mouth marketing effectiveness based primarily on the amount of exposure of the topic in the news, blogs, or web forum. , New advances in technology now allow a more accurate assessment of effective enterprise may be a clear understanding of the investment word-of-mouth marketing is whether it is worth.
The strength of the media to the quality of the analysis, the concept of effective word-of-mouth marketing network and physical activity assessment. Through these analyzes allows enterprises to master the consumer outline and develop precise marketing strategies to maximize the marketing benefits.
Table 2: word-of-mouth marketing benefit assessment
Negative rating not escape the crisis into a turning point
Understand what is meant by the word-of-mouth marketing and assessment methods, another concern is “negative word-of-mouth / evaluation-oriented. Negative word-of-mouth is usually a consumer product or service dissatisfaction and complaints, enough to affect other consumers’ confidence in shopping.
Negative word-of-mouth occurs, in fact, an excellent marketing opportunity is the enterprise. If we can effectively grasp the opportunity to create a new image or new issues, so that consumers feel the intentions of the enterprise. Deny than take a tough attitude and delete inappropriate Internet remarks, it is better to win consumers’ trust and praise.the fever of the home economy, the Internet open the modern more different patterns of dating and social interaction, Email, IM, blogs, web albums, video site redevelopment to dating community website. What this virtual space, the increasingly close relationship between the groups, what Internet business opportunities
In fact, making friends on the Internet has been one of the main activities in the consumer Internet, and is becoming more popular. (Figure 1), in the last month more common type of browsing websites dating site browsing rate of 8.8%, a significant growth of 27.5% compared to last year, the growth rate is also higher than the current popular from the EICP the survey data Community website (growth rate of 14.3%), dating sites have become the type of site for a fever.
Social networking sites popular of all the dating sites operating Focus
In order to meet the social needs of the online world, dating community website developed diverse functional orientation. The recent rapid rise of Facebook, Plurk Plurk, is a comprehensive community Web site, consumers can be used to operate their existing contacts, friendship, and therefore consumption by men, women and children to maintain a good friend, an old friend or lost contact friends by the welcome.
Which can be found in Figure 2, Figure 3, the male to female ratio of users of Facebook and Plurk Plurk accounts for about half and half, ages from 17 years old to 49 years old have, and are fairly evenly distributed, but also because of the use of Plurk Plurk Simple, so there are more 39-49 years old users.
There is also a characteristics with marriage dating dating sites, including Yahoo! Canada Personals and i-Part love apartment, each attracted to different users. According to digital marketing book, when the development of comprehensive community site to mature, the next stage will be the emergence of audience fragmentation, the dating site that is designed for different ages, characteristics, demand will be the next a trend.
The most popular dating site, that site features massed users a differentiated segmentation. I-Part Love apartments, designed exclusively for women dating sites demands really attracted to the higher proportion of female users. Yahoo! Canada Personals by 24-28 and a higher proportion of 39-49 year-old.
Meet in the real world in the virtual world understanding,
What these two dating sites is how to attract the attention of the different ethnic groups? New stage in Web 2.0, the Internet, in addition to allows to upload, share information between people, is more important is to let the Internet become a way of life, not just confined to the virtual world, people can also interact with links to the real world. Thus, two of the largest dating site in addition to providing the basic functions, were also planning a variety of interactive features or opportunity, so users can recognize in the network, and then meet in the real.
The main features of the i-Part love apartment living together as a network, and success through a variety of virtual game win over young users have added, users can micro-payment services by a variety of virtual furniture, gifts, etc., to build their own home space, take care of pets, or the Internet donated gifts to and interact with other users.
To Yahoo! Personals launched officially sponsored gathering of friends, loved by the marriageable age or middle-aged friends, launched the “1122 National Single Day activities for four consecutive years since 2004, so users can feel at ease to attend the meeting.
Dating sites young female groups effective communication
Focus dating site, as well as the diversification of forms of advertising, the more accurate for target groups, different marketing strategies. Observed from July to October data found the investment dating site advertising industry category rankings, mostly concentrated products appeal to young people or women, including online games, shopping, skin care products, dating The website is in contact with the young and female groups can not be ignored in the media pipeline.
In addition to the general Banner ads, but also by the characteristics of the dating site, advertising activity implanted to communicate with users. With the popularity of dating sites, so that more and more business owners also follow this pattern, so users can experience the products or services provided by the brand in the the existing pages use environment, through game interaction mechanism.
Zenith Media in July of this year and love apartment cooperation, the implementation of “Love Dance Hyun Playhouse retractable banner stands promotion, that fancy the love apartment Member qualities to meet the target populations, and look through the website interactive mechanism interesting, narrow the gap with by the distance, and thus attract users to become members of the online game.