第十五章 网络口碑营销.pptVIP

第十五章 网络口碑营销 学习目标 认识网络口碑营销的分类及含义 掌握网络口碑营销的重要特点 掌握网络口碑营销的5T原则 领会网络口碑营销的营销推广策略 WORD OF MOUTH WORD OF MOUTH is the most powerful medium on the planet. It is the actual sharing of an opinion about a product or service between two or more consumers. It is what happens when people become natural brand advocates. It is the holy grail of marketers, as it can make or break a product. The key to its success: it is honest and natural. VIRAL MARKETING VIRAL MARKETING is an attempt to deliver a marketing message that spreads quickly and exponentially among consumers. At its best, it is word of mouth enabled, and at its worst, it is just another interruptive marketing message. BUZZ MARKETING BUZZ MARKETING is an event or activity that generates publicity, excitement, and information to the consumer. It is usually something that combines a wacky, jaw-dropping event or experience with pure branding . When Richard Branson wanted to launch his mobile services in America, he wanted to create a splash, a buzz. It was decided to drop Richard Branson from a skyscraper into Times Square in New York City at rush hour — naked. Web2.0营销法则, 从AIDMA到AISAS