E-Commerce + Interpersonal Marketing

In modern society, as consumers, you are constantly influenced by various kinds of commodity information around you. What do you believe most?

TV, radio and newspaper advertisements?

Shopping promotion?

Star recommendation?

Street leaflets?

Fairs?

"I believe most of the words used by relatives and friends" - this is word of mouth.

Using the word of mouth of the familiar world to achieve the purpose of sales promotion is called "word of mouth marketing", also known as "interpersonal marketing", which has become an important marketing tool adopted by many industries.

Recently, the B2C market for men's clothing has begun to emerge.

BONO new way of "non PPG mode"

A few days ago, the B2C BONO of men's wear announced that it would spend 80 million to start the three year "BO love action" from December 17, 2007 to December 31, 2010.

During the activity, consumers will be able to recommend products to their customers to enjoy shopping preferences, and at the same time, they can give preferential treatment to public donations and give back to society.

The launch of the event has attracted widespread attention from the industry and the market. Some commentators believe that the move is expected to create a new marketing model for men's clothing industry after the "PPG mode".

According to the insiders, currently, the B2C market of men's wear is basically promoted by advertising bombing, especially with PPG as the representative, and the introduction of interpersonal marketing is the first time.

It is reported that the biggest feature of the BONO BO love action is the "interpersonal marketing", also known as the "word of mouth" effect.

By allowing consumers to spontaneously invite new users and mutual recommended products, they get "BO coupons" and "BO love returns" and other preferential discounts, which ultimately achieve a win-win situation between consumers and manufacturers, so as to achieve the goal of "word of mouth" interpersonal marketing.

Unlike other men's clothing B2C enterprises, which only sell products, the BONO has established a community-based "BO love alliance" on its website that communicates all consumer users. Registered consumers are called "BO friends", and each user has an account of "BO love fund".

Users can get preferential discounts through mutual recommendation products on BONO website and participate in BONO's public welfare activities.

For the purpose of starting "BO love action", the deputy general manager of BONO said that the reason why the marketing mode of "PPG bombing" was not adopted was that the return on investment of advertising marketing was actually low.

As the "utilitarian color" is strong, once the advertising is stopped, the consumer's trust in the product will decline rapidly and affect the sales of the products.

Interpersonal marketing, through word of mouth, can further highlight the quality advantages of BONO and form brand trust, and it will play a positive role in giving a large amount of advertising cost to consumers.

Interpersonal marketing in the Web2.0 era

Mark Hughes, a senior marketing expert in the United States, wrote in the book "word of mouth marketing": word of mouth is the most effective marketing method in the world.

For the modern society entering the Internet age, the communication between people is more convenient and quick, so the word of mouth marketing among people also shows more powerful energy.

Gmail's invitation registration is a successful example of word marketing and interpersonal marketing in the Internet era.

At the beginning of its launch, Gmail, by restricting registration and relying on letters from friends and colleagues, attracted the attention of a large number of users quickly.

Users try to find the recommended qualifications, and will get this qualification as a showcase of capital, so they naturally become the best promoters of Gmail, and even a large number of spontaneous discussions on Gmail, which virtually enhance the popularity and trust of Gmail.

Through interpersonal marketing, from 2004 to now, the number of Gmail users has soared. It has become the fourth largest free e-mail in the United States, second only to YAHOO, Microsoft and AOL.

The BONO pioneered the introduction of word of mouth marketing into the men's clothing B2C industry to start "BO love action", which is a bold attempt of "e-commerce + word of mouth marketing".

The adoption of the recommended way to enjoy preferential discounts makes it possible for consumers to get preferential treatment by using their interpersonal resources, and in order to further enjoy the benefits, consumers will spontaneously recommend BONO products to more people around them.

In this way, BONO can quickly expand the visibility of the target audience through consumer's voluntary recommendation and form sales.

Marketing circles believe that BONO's "BO love action" can be achieved at one stroke.

First, it can quickly increase user's brand trust by recommending acquaintances; secondly, the recommendation of existing customers can quickly find similar target consumers and achieve precise marketing; thirdly, the biggest advantage of word of mouth marketing is that it can save advertising costs.

According to reports, PPG spent 400 million yuan on advertising expenses last year, and the monthly advertising volume was over 10 million yuan.

Insiders estimate that PPG annual publicity costs account for more than 50% of the total cost.

As a result, the high cost of advertising in products has become an important problem that PPG has been criticized by consumers all along.

Word of mouth marketing will become a new trend of enterprise network promotion

According to the theory of communication, the audience's acceptance of information is limited in quantity, so it has selectivity and filtering in the process of acceptance.

Only by making the audience feel familiar or familiar with the source of information can we gain more attention and cognitive opportunities.

From the perspective of advertising psychology, consumers' reactions to advertisements are obviously selective and limited. Because of the limited capacity of perception, consumers can not feel all the advertisements appearing before them.

When external stimuli exceed people's normal threshold, consumers will be mentally excluded from part of the stimulus.

Therefore, it has been increasingly questioned whether the advertising methods of excessive bombing marketing really generate response. The value of word marketing, which is characterized by network characteristics, is increasingly being valued by the industry.

"The Internet is a magnifying glass for word of mouth marketing," Zhang Tao, founder of the public comment network, said: "the network has made the propagation effect in real life magnified by ten times or 100 times as magnifying glass, which is the word of mouth effect of the Internet."

Market research firm Buzz Metrics reminds enterprises engaged in online sales script src=>