by: Rick Ferguson
Published : Journal of Integrated Marketing Communications - 2010
ABSTRACT
Word of mouth or viral marketing efforts are not always a sure bet. But a well-placed, calculated and provocative campaign can spark a firestorm of buzz that sometimes can be effective for years in non-terminal new mediums like the Internet. Marketers must follow the Viral Commandments when creating a word of mouth campaign to ensure marketing resources are put to highest and best use. Focusing on identifying the consumer is a vital step to build advocacy. Viral marketing shouldn’t anchor a marketing strategy but when used effectively can be an important ace-up-the-sleeve. How much of an actionable response can be evoked and measured from viral and word of mouth campaigns? Testimonials and commentary from marketers practicing these methods and the pundits that attempt to gauge the effectiveness. This article studies examples of emerging marketing trends such as word of mouth and viral marketing, and attempts to determine their measurability in terms of return on investment.. . . . (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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