Variant of alternative marketing
WOMM –
Organic vs
Amplifed
WOMM –
Organic vs
Amplifed
Buzz
Marketing
(Amplifed
Womm)
Buzz
Marketing
(Amplifed
Womm)
Stealth
Marketing
Stealth
Marketing
Marketing
Marketing
Viral
Viral
Guerella
Marketing
Guerella
WOMM
“the act of consumers
providing information to other consumers”
Basic concept
People are connected in what can be referred to as social networks of interpersonal relationships.
Family members and friends interact on a regular basis, and people intermingle with work associates daily.
There also are interaction patterns that are less frequent and less strong. We thus can think of social relations in terms of tie strength.
Consumers’ interpersonal relations range along a continuum from very strong ties (such as frequent and often intimate communications between friends) to weak ties (such as rare interactions between casual acquaintances).
It is through these ties, both weak and strong, that information fows about new
WOM
Positive
WOM is benefcial to a
brand, and in such an
event the objective is to
facilitate as much
positive information as
possible and to build
favorable “buzz” about a
brand
Negative
Sometimes the infuence
is negative, such as was
described in the
previous sections on
crisis management and
WOM categories
Organic WOM
Organic WOM
Amplifed WOM
"Process by which one person (the opinion leader) informally infuences the actions or attitudes of other, who may be opinion seeker or merely opinion recipients" (Scifman & kanuk, 2004⚗:500).
Artinya, suatu proses dimana seseorang sebagai pemimpin opini secara
Komunikasi dari mulut ke mulut tergolong dalam jenis kelompok pertukaran
Tipe komunikasi word-of-mouth
Product news,
yaitu informasi tentang suatu produk. Misalnya:
tentang keistimewaan model suatu produk, kemajuan
teknologi produk, sifat-sifat produk
Personal
experience,
yaitu
pengalaman
pribadi
konsumen.
Hal
ini
menyangkut pendapat dari seseorang yang telah
membeli suatu produk mengapa mereka membeli
produk tersebut
Individual factor
Merupakan factor personal atau karakteristik dari seseorang, dan berdasar bagaimana sikap seseorang dalam menghadapi suatu hal
Reference Group
Faktor word of mouth salah satunya berasal dari rekomendasi orang lain kepada pelanggan. Rekomendasi dari orang lain bisa berasal dari kelompok acuan atau reference groups
New media merubah cara individu berkomunikasi dan berinteraksi satu dengan yang lain
Kemunculan social media seperti blogs, social network, situs user- generated content, dan forum disuksi online menyebabkan komputer dapat memfasilitasi komunikator untuk mendistribusikan pesannya kepada khalayak yang sifatnya massal tetapi memiliki kemampuan persusif yang sejajar dengan kemampuan komunikasi antarpribadi
Feenback mengemukakan defnisi komunitas virtual sebagai hubungan sosial yang terjadi dalam cyberspace melalui interaksi dalam forum, website, atau
Kesamaan minat, kesamaan kebutuhan akan informasi, keakraban dari email
discussion dan lainnyalah yang mendasari kepercayaan seseorang terhadap informasi yang ada atau didapat dari komunitas virtualnya, sehingga
konsumen lebih mempercayai orang yang baru dikenal dalam media sosial mereka melebihi kepercayaan mereka terhadap para ahli.
Opinion Leader
An opinion leader is a person within a social network of family, friends, and acquaintances who has particular infuence on other individuals’
Opinion leaders functions :
Opinion leaders perform several important functions: ◦ They inform other people about products,
◦ they provide advice and
◦ reduce the follower’s perceived risk in purchasing a product,
◦ and they ofer positive feedback to support or confrm decisions that followers have already made.
Opinion leadership infuence is typically restricted to one or several
consumption topics rather than applying universally across many
consumption domains.
That is, a person who is an opinion leader with respect to issues and
products in one consumption area—such as, movies, computers,
Buzz
Marketin
g
Buzz Marketing Defnition
Buzz marketing or word-of-mouth marketing emphasizes consumers passing along information about a product. A recommendation by another person carries
higher levels of credibility that does an advertisement. (Clow and Baack)
The goal of Buzz is to generate buzz or conversations about a brand.
This can occur through a blog, emails, at a party, or numerous other ways.
While the ideal is people talking about a brand because they really love it, buzz marketing by frms is through brand ambassadors. They are
compensated in some way to generate buzz about the brand (blog, email, block party, etc). They are supposed to identify that they are being
Buzz Marketing Ways
The product must be unique, new or perform better than
current brands
The brand must stand out and have distinct
advantagesover current products on
the market
The advertising must be intriguitng,
diferent, and unique
Buzz Marketing Reasons
People trust someone else’s opinion more than paid advertising
People like to give their opinions
They like to share their thoughts because as human beings there is an innate desire for social interaction and a concern
abaout the welfare of others
Stealth Marketing
http://under30ceo.com/fve-guerrilla-marketing-weapons-that-helped-increase-my-business-without-spending-any-money/
The goal of stealth marketing is alike buzz marketing, but
ambassadors keep their identities
secret and they hide the fact they are being paid or sponsored by a brand. The idea is that the recommendation is then more genuine, believable.
Viral
Marketin
g
Internet advertising or marketing that spreads
exponentially whenever a new user is added
Guerrilla
Marketin
g
Guerrilla marketing is the art and science of breaking
conventional marketing rules, bypassing traditional outlets and using uncommon sense to reach people with marketing messages.
Guerrilla Marketing
Defnition
I'm referring to the soul and essence of guerrilla marketing
which remain as always -- achieving conventional goals, such as
profts and joy, with unconventional methods, such as investing
energy instead of money.
(Jay Levinson)
Guerrilla marketing programs are designed to obtain instant
result while using limited resources. The tactics rely on
requires money
Geared to large businesses with big budgets
result measured by seles
based on experience and guesswork
increases production and divercity
Grow by adding customers
Obliterates the competition
aims messages at large group
uses marketing to generate sales
“me marketing” that looks at “my” company
requires energy and imaginations
Geared to small businesses and big dreams
Results measured by proft
based on psychology and human behavior
grows through existing customers and referrals
Cooperates with other businesses
aims messages at individual asn small groups
uses marketing to gain customer consent
“you marketing” that looks at how can we help “you”
TRADITIONAL
MARKETING
Most Popular GM Weapons
Word of mouth
Sponsorship Gift baskets Direct mail insert merchandise event catalog demontration Seles presentation
Trade show display
Social network
Mailing list
Lifestyle
Marketin
g
Lifestyle Marketing
Defnition
A fnal program which involves identifying marketing methods associated with the hobbies and entertainment venues of the target
audience, its can be used to make contacts with consumers in more
ofbeat and relaxed settings. Life style marketing includes contacting consumers at places such as farmer’s market, bluegrass
festivals, city-wide garage sales, fea markets, craft shows, syock car
Lifestyle Marketing Strategy
Lifestyle marketing pinpoint theway in which an individual lives and spends money. The target
market is seen as a smaller homogeneous segment.
Lifestyle marketing ha a great deal in common with event
marketing
Lifestyle marketing’s key goal is toidentify a venue where
Experienti
al
Marketing
Experiential Marketing
Defnition
The experiential marketing is the process of identifying and satisfying
customer needs and aspirations proftably, enganging them throught
two-way communications that bring brand personalities to life and add
value to the target audience. . Live brand experiences usually manifest in the form of live events
that allow the consumers to live, breathe and feel the brand throught interactive sensory connections and
Bringing the brand personality to life Drive word-of-mouth
Create a memorable brand experience
Drive product trial and sign up members
Position the brand
Target new audience
Increase customer loyality
Experiential Marketing
Objectives
Increase footfall in-store Positioning or repositioning
the brand
Creating brand advocacy
Increasing sales
Raising brand awareness
Driving website trafc Communicating complex
Experiential Marketing
Strategy
adverts
televised or broadcast
entertaiment
game or competition
interactive technology
Education
