by Rick Ferguson
Published : J O U R N A L O F Integrated Marketing Communications_ 2010
Published : J O U R N A L O F 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.
Though WOM spending is difficult to track, the
trend is behind the increase in Internet ad spending,
with the Interactive Advertising Bureau reporting that
companies spent $4.9 billion on the Internet channel
in the first quarter of 2007, up 26 percent from
the same period last year. If you doubt that WOM
is leading the virtual land rush, then note a recent
Inc. magazine study, which found that 82 percent of
the fastest-growing private companies employ WOM
techniques.
Viral campaigns build awareness, but do they build
market share? Can marketers identify or create brand
evangelists—those consumers who actively promote
their favorite products and services to family, friends
and business associates? Can their effect on the bottom
line be measured? How can viral campaigns link to
existing loyalty marketing efforts? Is a viral video
really all you need to create customer advocates—or
are agencies. .. .. (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
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