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  • Word of mouth is the most powerful form of marketing.

    口傳行銷是行銷中最有力的一種形式

  • It builds brands,

    它建立品牌

  • drives sales,

    驅動銷售

  • and sparks conversations

    而刺激對話

  • both consumer to consumer

    包括靠戶對客戶

  • and consumer to brand

    以及客戶對品牌

  • The founders of WOMMA, the Word of Mouth Marketing Association, had

    WOMMA口傳行銷聯盟 的創辦人

  • the vision to understand that the power of WOM

    有遠見地意識到口傳行銷的力量

  • would only increase as people became more interconnected through social media.

    將隨著人類透過社群媒體變得更加緊密 而逐漸壯大

  • This vision continues today

    這個遠見持續存在

  • as WOMMA has become the premier organization focused on representing and

    隨著WOMMA成為口傳行銷界的首席組織 他們專注在呈現

  • improving the word of mouth marketing industry.

    以及改善口傳行銷產業

  • Word of mouth marketing can be defined simply as any business action that

    口傳行銷可以簡單定義為 任何會產生

  • earns a customer recommendation.

    顧客推薦的商業活動

  • Delivering the best product in a category,

    在同類產品中提供最好的

  • providing a great customer experience,

    提供一個絕佳的消費體驗

  • rewarding customer loyalty.

    獎勵顧客忠誠

  • These are all examples of business actions that can earn customer recommendations.

    這些都是贏得顧客推薦的商業活動實例

  • Recommendations are important to marketers because when a recommendation

    推薦對於行銷人員相當重要 因為

  • is earned, it indicates preference from a customer,

    當我們獲得推薦 這顯示出一個消費者的偏好

  • leads to purchase by a customer, and results in a strong probability that the

    引發消費者購買行為 然後很有可能導致

  • customer will tell others through word of mouth.

    這個消費者透過口耳相傳 告訴其他人

  • As an organization, WOMMA believes the most effective word of mouth marketing

    身為一個組織 WOMMA認為最有效的口傳行銷

  • follows five principles.

    遵循著五個原則

  • It's credible,

    是可信的

  • respectful, social,

    值得尊重的 社交的

  • measurable,

    可衡量的

  • and repeatable.

    然後可重複

  • Here's how we define each principal:

    這是我們訂一個個原則的方法

  • Credible word of mouth is honest and authentic marketing messages

    可信的口傳行銷是 真實可靠的行銷訊息

  • from brands to customers

    從品牌到消費者

  • and from customers to customers.

    以及消費者到消費者

  • Respectful word of mouth is transparent and trustworthy behavior

    值得尊重的口傳行銷 是透明化而且可信的行為

  • as it relates to privacy matters between brands and consumers.

    因為它與品牌和消費者之間的隱私問題相關

  • Social word of mouth involves brands listening to conversations, participating

    社交性的口傳行銷 需要品牌聆聽對話 參與對話

  • in conversations, responding to conversations,

    回應對話

  • and encouraging conversations online and offline.

    然後鼓勵 無論線上或是線下對話

  • Measurable word of mouth is the ability to define, monitor, and evaluate a program's success.

    可衡量的口傳行銷 是能夠定義 監控 評量 計畫成效的能力

  • Repeatable word of mouth is the ability to do it over and over again in order

    可重複的口傳行銷 是可以一次又次不斷來過的能力

  • for a business to become a truly talkable brand.

    為了使一間企業可以成為真正被討論的品牌

  • The reality is: not every brand becomes talkable.

    事實是 不是每個品牌都會被討論

  • However, through WOMMA's ongoing education and its growing community of

    不過 透過WOMMA的現行的教育計劃 以及持續成長有遠見的行銷者

  • visionary marketers, you can learn what's working today

    社群 你可以學會今天什麼會成功

  • and what will work tomorrow

    以及明天什麼會成功

  • to make your brand

    使你的品牌

  • a talkable brand.

    成為一個被討論的品牌

Word of mouth is the most powerful form of marketing.

口傳行銷是行銷中最有力的一種形式

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五個口語傳播行銷原則 (WOMMA | 5 Principles of Word of Mouth Marketing)

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    阿多賓 發佈於 2014 年 01 月 18 日
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