WOM, Buzz e Viral marketing: qual è la differenza?


Mi stavo chiedendo quale fosse la differenza tra Word of Mouth, Buzz marketing e Viral marketing. Tre parole molto in voga di questi tempi, soprattutto nella blogosfera.

Mi sono posta più volte questa domanda ma ho sempre trovato molta confusione e un’unica certezza: che fossero tutte tecniche di marketing basate sul Passaparola.

Questa volta mi è andata meglio e ho trovato questo interessantissimo articolo di Barbara Trotta:

La Word of Mouth Marketing Association (WOMMA) parla semplicemente di word-of-mouth marketing (in cui fa rientrare il viral e il buzz marketing) definendolo come “Uno sforzo compiuto da un’organizzazione di influenzare il modo in cui i consumatori creano e/o distribuiscono informazione rilevante dal punto di vista del marketing ad altri consumatori”. In alternativa: “lo sforzo di un’organizzazione di incoraggiare, facilitare e amplificare la comunicazione rilevante dal punto di vista del marketing tra i consumatori”.

Nell’articolo viene inoltre riportata la lista, stilata dalla WOMMA, delle più comuni tipologie di WOM marketing:

Il Buzz Marketing essenzialmente utilizza intrattenimento o notizie di alto profilo per far parlare le persone della marca e seguendo un approccio di Viral Marketing, vengono creati messaggi divertenti o informativi che siano progettati per essere trasmessi in modalità esponenziale, spesso elettronicamente o per e-mail.

Attraverso il Community marketing ci si propone di formare o supportare comunità di nicchia che siano propense a condividere interessi riguardo a una marca (come user group, fan club e forum di discussione), mettendo a disposizione strumenti, contenuto e informazione per supportarle.

L’Evangelist marketing mira invece a coltivare “evangelisti”, sostenitori o volontari che siano stimolati a detenere un ruolo di leadership nel diffondere attivamente il messaggio per conto dell’azienda/marca.

Il Product seeding consiste nel collocare il prodotto giusto nelle mani giuste al momento giusto, fornendo informazione o campioni per influenzare gli individui.

Il Brand blogging consiste nella creazione di blog e nella partecipazione alla blogosfera, con uno spirito comunicativo aperto e trasparente, condividendo informazione di valore di cui la comunità dei blogger possa parlare.

L’Influencer marketing punta a identificare le comunità e gli opinion leader chiave che sono propensi a parlare dei prodotti e hanno l’abilità di influenzare le opinioni degli altri. Con la strategia che viene chiamata Influencer outreach basata sul coinvolgimento dei soggetti, si è in grado di amplificare e moltiplicare il potere di comunicazione delle aziende. Tramite i Referral program si creano strumenti che rendano possibile ai consumatori soddisfatti di indirizzare i loro amici. Essi conosciuti anche come “member get a member” o “invita un amico”, si basano sulla gratificazione ed incentivazione dei consumatori attuali per ottenere nuove adesioni ad un servizio o maggiori acquisti di un determinato bene.

Il Tryvertising (una combinazione dei termini “try” o “trial” e “advertising”) evoluzione del sampling e della prova prodotto, si basa sull’attenta identificazione di soggetti ai quali offrire una prova privilegiata di un prodotto prima della sua diffusione di massa. L’esclusività della situazione genera un grande senso di responsabilità verso il brand ed una notevole propensione al passaparola ed alla diffusione dell’innovazione.

L’Empowerd involvement consiste nel rendere il consumatore partecipe di scelte importanti riguardo ad un prodotto o servizio, come ad esempio scegliere il nome di un prodotto, lo spot da mandare in onda, il titolo di un film o scegliere in un reality show chi verrà eliminato o vincerà.

I Brand ambassador program consistono nello sfruttare una forte identificazione dei consumatori con i valori e i simboli rappresentati dal brand, al fine di renderli ambasciatori dello stesso. Si tratta ad esempio di fornire loro inviti speciali, consentire loro l’utilizzo di prodotti a serie limitata, invitarli nel backstage di un evento o facendo accedere loro a privilegi speciali sia per sé stessi che da condividere con i loro amici, dando ai brand ambassador (ambasciatori della marca) materiali che li possano aiutare a promuovere la marca.

Mica male dare ogni tanto un’occhiata a questa categorizzazione, alle volte le cose si incrociano ed è difficile identificare che genere di strategia è stata applicata.

Inoltre ora so sotto quale categoria salvare i miei articoli…😉

fonte Brand Forum

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