11 types of marketing "word of mouth"
Word of mouth marketing covers a variety of marketing techniques designed to encourage people to discuss products and services, and to encourage such discussions.
Below, I have listed common types of word of mouth marketing. This is an incomplete list - I publish it in order to start a dialogue and, as a result, come to a certain standardization, therefore I will be interested in your comments. (Not everyone agrees that all of these types should be used by word of mouth marketing, and many marketers use other terms to describe them).
Rumor Marketing (Buzz Marketing): use eye-catching entertainment and news resources where people can discuss your brand.
Viral Marketing (Viral Marketing): the creation of entertaining or informative messages, designed to spread in a geometric progression, often in electronic form.
Community Marketing: creating or supporting communities that are potentially united by interest in certain market niche brands (such as user groups, fan clubs and discussion forums); and providing such communities with tools, content and information.
Popular marketing (Grassroots Marketing): gathering and motivating volunteers to spread information in their personal or local range.
Marketing followers (Evangelist Marketing): attract and motivate advocates, supporters and volunteers and encourage their leadership in actively disseminating information on your behalf.
Product Seeding: placing the right product in the right place at the right time, providing information or samples of people whose opinion has weight.
Influencer Marketing: identifying key communities and reputable people who in the long run are ready to discuss your products and are able to influence the opinions of other people.
Situational marketing (Cause Marketing): working with socially significant problems in order to win the respect and support of people who take such problems to heart.
Creating a theme: an interesting or fun ads, emails, tricks, entertainment or promotions created with the aim of launching "word of mouth".
Brand blogging: Creating blogs and participating in the blogosphere in the form of open, transparent communications; sharing valuable information with blog members.
Affiliate programs: creating tools that make it easier for satisfied consumers to share information with friends.
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I will describe in detail each type of word-of-mouth marketing (WOMM) marketing.
Rumor Marketing (Buzz Marketing):
Rumor marketing is a technique aimed at turning every meeting with a consumer into a unique, spontaneous personal exchange of information instead of an advertising message carefully thought out by a professional advertiser. Initially, rumor marketing campaigns are designed as real theater performances. The advertiser shares product information with only a few “knowledgeable” people - representatives of the target audience. Purposefully initiating one-on-one conversations with people who have a significant impact on people in their circle, such marketers launch a sophisticated word of mouth campaign in which consumers feel flattered to be included in the elite community of “initiates” and willingly spread information among their friends and colleagues.
Although rumor marketing is far from new, Internet technologies have changed the way it is used. Rumor campaigns today originate in conversational forums where marketing representatives portray involvement in the target audience to promote their product. Personal Internet blogs are another popular tool for electronic rumor marketing campaigns: advertisers find the authors of the “right blogs” and promote their product with them. Online messaging (IM) tools are also used by people or IM robots promoting the product to conduct rumor marketing campaigns. As in the case of other similar campaigns, the IM model is built with the expectation of the influence that a particular person has in an established small network - in this case, it means the list of his contacts. As rumors' email marketing technology continues to improve, and software makes it easier to count delivered messages, some advertising experts predict that rumor email marketing will be a standard component of all advertising cross-media campaigns.
Here is an example of marketing rumors in action (but not on the Internet).
If this summer you become a regular “regular” cafe in Sunset Plaza, Melrose or Third Street, you will surely meet a group of sleek, incredibly attractive bikers who, it would seem, will study you with genuine interest over the top of an ice-latte. If you compliment their Vespa scooters, sparkling in the sun on the edge of the sidewalk, they will readily get a notebook and put in the address and phone number — not your own, but the local shop where you can buy your own Vespa, as recently ( according to their assurances) they made rap star Sisko and the cinema queen Sandra Bullock. And here you will understand that your meeting is far from being an accident. These biker models are on the balance of the Vespa, and hired them to spread word-of-mouth about favorable rumors about newly-released European motorcycles.
Welcome to the summer of burgeoning rumors!
Below, I have listed common types of word of mouth marketing. This is an incomplete list - I publish it in order to start a dialogue and, as a result, come to a certain standardization, therefore I will be interested in your comments. (Not everyone agrees that all of these types should be used by word of mouth marketing, and many marketers use other terms to describe them).
Rumor Marketing (Buzz Marketing): use eye-catching entertainment and news resources where people can discuss your brand.
Viral Marketing (Viral Marketing): the creation of entertaining or informative messages, designed to spread in a geometric progression, often in electronic form.
Community Marketing: creating or supporting communities that are potentially united by interest in certain market niche brands (such as user groups, fan clubs and discussion forums); and providing such communities with tools, content and information.
Popular marketing (Grassroots Marketing): gathering and motivating volunteers to spread information in their personal or local range.
Marketing followers (Evangelist Marketing): attract and motivate advocates, supporters and volunteers and encourage their leadership in actively disseminating information on your behalf.
Product Seeding: placing the right product in the right place at the right time, providing information or samples of people whose opinion has weight.
Influencer Marketing: identifying key communities and reputable people who in the long run are ready to discuss your products and are able to influence the opinions of other people.
Situational marketing (Cause Marketing): working with socially significant problems in order to win the respect and support of people who take such problems to heart.
Creating a theme: an interesting or fun ads, emails, tricks, entertainment or promotions created with the aim of launching "word of mouth".
Brand blogging: Creating blogs and participating in the blogosphere in the form of open, transparent communications; sharing valuable information with blog members.
Affiliate programs: creating tools that make it easier for satisfied consumers to share information with friends.
')
I will describe in detail each type of word-of-mouth marketing (WOMM) marketing.
Rumor Marketing (Buzz Marketing):
Rumor marketing is a technique aimed at turning every meeting with a consumer into a unique, spontaneous personal exchange of information instead of an advertising message carefully thought out by a professional advertiser. Initially, rumor marketing campaigns are designed as real theater performances. The advertiser shares product information with only a few “knowledgeable” people - representatives of the target audience. Purposefully initiating one-on-one conversations with people who have a significant impact on people in their circle, such marketers launch a sophisticated word of mouth campaign in which consumers feel flattered to be included in the elite community of “initiates” and willingly spread information among their friends and colleagues.
Although rumor marketing is far from new, Internet technologies have changed the way it is used. Rumor campaigns today originate in conversational forums where marketing representatives portray involvement in the target audience to promote their product. Personal Internet blogs are another popular tool for electronic rumor marketing campaigns: advertisers find the authors of the “right blogs” and promote their product with them. Online messaging (IM) tools are also used by people or IM robots promoting the product to conduct rumor marketing campaigns. As in the case of other similar campaigns, the IM model is built with the expectation of the influence that a particular person has in an established small network - in this case, it means the list of his contacts. As rumors' email marketing technology continues to improve, and software makes it easier to count delivered messages, some advertising experts predict that rumor email marketing will be a standard component of all advertising cross-media campaigns.
Here is an example of marketing rumors in action (but not on the Internet).
If this summer you become a regular “regular” cafe in Sunset Plaza, Melrose or Third Street, you will surely meet a group of sleek, incredibly attractive bikers who, it would seem, will study you with genuine interest over the top of an ice-latte. If you compliment their Vespa scooters, sparkling in the sun on the edge of the sidewalk, they will readily get a notebook and put in the address and phone number — not your own, but the local shop where you can buy your own Vespa, as recently ( according to their assurances) they made rap star Sisko and the cinema queen Sandra Bullock. And here you will understand that your meeting is far from being an accident. These biker models are on the balance of the Vespa, and hired them to spread word-of-mouth about favorable rumors about newly-released European motorcycles.
Welcome to the summer of burgeoning rumors!
Source: https://habr.com/ru/post/75946/
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