We have to admit that the complexity of modern marketing methods has reached the point where every marketing master is confused. Especially this most basic question: How to make your brand spread? Among the several questions that puzzle marketing managers raised by Philip Kotler, there is also a very basic one: advertising costs are getting higher and higher, but the effect is getting better and better. The less obvious. Yes, with the diversification of advertising tools and the continuous development of advertising technology, how to advertise is no longer a simple question.
We must seek breakthroughs in complexity.
Perhaps the simplest and dumbest methods will have unexpected effects.
With the emergence of Internet technology, word-of-mouth marketing, the most primitive method, has come into play again.
Word of mouth is the most primitive marketing advertisement for mankind. Before stores and font sizes existed, it actually existed. But today, when companies carry out overwhelming advertising and intensive commercial bombing, word-of-mouth marketing seems to have been forgotten and abandoned by many companies, merchants, and marketing elites.
Let’s take a look at the progress of marketing tools. In fact, it is also the evolution of information transmission methods.
The first step is through word of mouth. An interesting topic and an item that can help people. All information is transmitted through words and actions between two people. The vehicle of delivery is language. The method of delivery is decentralized.
The second step was the invention of writing and the widespread use of paper. Changes in information transmission carriers have brought about changes in information transmission methods. People transmit information beyond the limitations of language. Paper and pen can also be used.
Step three. Large-scale application of printing. The transmission of information can be realized on a large scale using words.
The fourth step is the era of widespread dissemination of modern media such as television, radio, newspapers, and magazines. The era of large-scale information dissemination has truly arrived.
The fifth step is the emergence of the Internet and the emergence of online forums. While transmitting information on a large scale, it also allows topics of personal interest to spread at super speed.
In an era where traditional media dominates, personalized topics must be spread through standardized media. In fact, only the news published in newspapers is real news. However, in the Internet age, many personal topics can be published without standardized media. As a result, a new era of word-of-mouth has actually arrived.
Therefore, we must pay attention to the issue of word-of-mouth marketing. In fact, even if the Internet factor is excluded, word-of-mouth marketing still has huge power. Starbucks is one of the most successful cases. They never advertised, but through word of mouth, Starbucks became synonymous with high-end coffee shops, and it became a success.