第十五章网络口碑营销.ppt

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 . It is the actual sharing of an opinion about a product or service between two or more consumers. It is what happens when people e natural brand advocates. It is the holy grail of marketers, as it can make or break a product.
The key to its ess: 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 bines 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.
, 从AIDMA到AISAS