According to Jonah Bloom, more than 90% of consumers trust recommendations from other consumers, whereas trust in ads runs from a high of about 40% to less than 10%. From the statement I conclude that applying ATM strategy to preference & conviction stages of buying process will be more efficient while applying BTM strategy to increase awareness, knowledge and liking of products and brands.
3. Designing WOM Marketing Offer Strategy
One of
the essential characteristics of WOM marketing is that WOM marketing is driven
mainly by ‘influencers’ through customers buying process and WOM effect is
reinforced by network effects. Influencers are very important because they
convey the ‘messages’ to other people around them regardless s/he is in on-line
or off-line. Considering these facts, I propose step-by-step approach for
designing WOM marketing offer like follows.
Step1: Analysis of Market Environment around Products and Brands
This
analysis is tightly related to target audience of main IMC. The research should
be conducted to figure out who are the main story tellers(influencers) about
products and brands, how messages from influencers are distributed to or among
target audience. After the research marketers could get some implications how
to approach the channel or network, what type or formats of messages should be
conveyed through network. For example, if target audiences are teenage girls
who want fashionable jeans, they usually enjoy ‘Always-On’ style media like
Facebook, MySpace and share their ideas about jeans through social media.
Based
on analysis result conducted in Step1, Marketers need to select the appropriate
channel or network to approach target audience. Word of Mouth, Word of
Fingers/Mouse, Word of Mobile could be options for approaching target audience
based on analysis result. Word of Mouth is for off-line, Word of Fingers/Mouse
is for computer & internet based and Word of Mobile is for mobile environment
based WOM marketing respectively. If target audiences were youngsters,
generation Y or ‘Digital Natives’ then Word of Fingers/Mouse, Word of Mobile
will be the best channel or best network to deliver messages to the target
audience.
Message
contents and format will vary based on WOM marketing channel. Simple story
telling style could be used for traditional off-line WOM marketing and rich
contents(eg. pictures, movies) could be used for on-line WOM marketing. So,
marketers should consider the way how to organize the message and what format
of message should be used carefully. Whether messages are delivered through
traditional IMC channel or through WOM marketing channel, messages should be consistent along with final IMC goal.
After
selecting proper channel and designing messages, marketers need to understand
the dynamics and the mechanism of the channel to reach the influencers who will
leverage the WOM effects. Power bloggers, community leaders, opinion leaders,
hot spots and so on could be seen as influencers or network hub. By reaching
these influencers or network hub, marketers could expect WOM effects. Marketers
could find influencers by conducting survey, observation, ratings and digital
trace.
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