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原文:
Anewwaytomeasureword-ofmouthmarketing
April.2010•JacquesBughin,JonathanDoogan,andOleJrgenVetvik
•McKinseyQuarterly
Consumershavealwaysvaluedopinionsexpresseddirectlytothem.Marketersmayspendmillionsofdollarsonelaboratelyconceivedadvertisingcampaigns,yetoftenwhatreallymakesupaconsumer’smindisnotonlysimplebutalsofree:
aword-of-mouthrecommendationfromatrustedsource.Asconsumersoverwhelmedbyproductchoicestuneouttheever-growingbarrageoftraditionalmarketing,wordofmouthcutsthroughthenoisequicklyandeffectively.
Indeed,wordofmouth1istheprimaryfactorbehind20to50percentofallpurchasingdecisions.Itsinfluenceisgreatestwhenconsumersarebuyingaproductforthefirsttimeorwhenproductsarerelativelyexpensive,factorsthattendtomakepeopleconductmoreresearch,seekmoreopinions,anddeliberatelongerthantheyotherwisewould.Anditsinfluencewillprobablygrow:
thedigitalrevolutionhasamplifiedandaccelerateditsreachtothepointwherewordofmouthisnolongeranactofintimate,one-on-onecommunication.Today,italsooperatesonaone-to-manybasis:
productreviewsarepostedonlineandopinionsdisseminatedthroughsocialnetworks.SomecustomersevencreateWebsitesorblogstopraiseorpunishbrands.
Asonlinecommunitiesincreaseinsize,number,andcharacter,marketershavecometorecognizewordofmouth’sgrowingimportance.Butmeasuringandmanagingitisfarfromeasy.Webelievethatwordofmouthcanbedissectedtounderstandexactlywhatmakesiteffectiveandthatitsimpactcanbemeasuredusingwhatwecall“word-of-mouthequity”—anindexofabrand’spowertogeneratemessagesthatinfluencetheconsumer’sdecisiontopurchase.Understandinghowandwhymessagesworkallowsmarketerstocraftacoordinated,consistentresponsethatreachestherightpeoplewiththerightcontentintherightsetting.Thatgeneratesanexponentiallygreaterimpactontheproductsconsumersrecommend,buy,andbecomeloyalto.
Aconsumer-drivenworld
Thesheervolumeofinformationavailabletodayhasdramaticallyalteredthebalanceofpowerbetweencompaniesandconsumers.Asconsumershavebecomeoverloaded,theyhavebecomeincreasinglyskepticalabouttraditionalcompany-drivenadvertisingandmarketingandincreasinglyprefertomakepurchasingdecisionslargelyindependentofwhatcompaniestellthemaboutproducts.
Thistectonicpowershifttowardconsumersreflectsthewaypeoplenowmakepurchasingdecisions.2Onceconsumersmakeadecisiontobuyaproduct,theystartwithaninitialconsiderationsetofbrandsformedthroughproductexperience,recommendations,orawareness-buildingmarketing.Thosebrands,andothers,areactivelyevaluatedasconsumersgatherproductinformationfromavarietyofsourcesanddecidewhichbrandtopurchase.Theirpost-salesexperiencetheninformstheirnextpurchasingdecision.Whilewordofmouthhasdifferentdegreesofinfluenceonconsumersateachstageofthisjourney,it’stheonlyfactorthatranksamongthethreebiggestconsumerinfluencersateverystep.
It’salsothemostdisruptivefactor.Wordofmouthcanpromptaconsumertoconsiderabrandorproductinawaythatincrementaladvertisingspendingsimplycannot.It’salsonotaone-hitwonder.Therightmessagesresonateandexpandwithininterestednetworks,affectingbrandperceptions,purchaserates,andmarketshare.Theriseofonlinecommunitiesandcommunicationhasdramaticallyincreasedthepotentialforsignificantandfar-reachingmomentumeffects.Inthemobile-phonemarket,forexample,wehaveobservedthatthepass-onratesforkeypositiveandnegativemessagescanincreaseacompany’smarketsharebyasmuchas10percentorreduceitby20percentoveratwo-yearperiod,allotherthingsbeingequal.Thiseffectalonemakesacaseformoresystematicallyinvestigatingandmanagingwordofmouth.
Understandingwordofmouth
Whilewordofmouthisundeniablycomplexandhasamultitudeofpotentialoriginsandmotivations,wehaveidentifiedthreeformsofwordofmouththatmarketersshouldunderstand:
experiential,consequential,andintentional.
Experiential
Experientialwordofmouthisthemostcommonandpowerfulform,typicallyaccountingfor50to80percentofword-of-mouthactivityinanygivenproductcategory.Itresultsfromaconsumer’sdirectexperiencewithaproductorservice,largelywhenthatexperiencedeviatesfromwhat’sexpected.Consumersrarelycomplainaboutorpraiseacompanywhentheyreceivewhattheyexpect.)Complaintswhenairlinesloseluggageareclassicexampleofexperientialwordofmouth,whichadverselyaffectsbrandsentimentand,ultimately,equity,reducingbothreceptivenesstotraditionalmarketingandtheeffectofpositivewordofmouthfromotherso