구전 마케팅

마케팅
주요 개념
판촉 콘텐츠
판촉 매체
연구

구전 마케팅(word-of-mouth marketing, WOMM) 또는 구전 광고(word of mouth advertising)는 돈을 청구하지 않고 말로나 글로[1] 프로모션을 하는 것을 가리킨다. 바이러스처럼 퍼져 나간다 하여 이름 또한 바이럴 마케팅이다. 제품을 사용에 만족한 소비자들은 다른 사람들에게 비즈니스와 제품, 서비스, 이벤트와 같은 것들에 대하여 이야기할 수 있다. 구전 마케팅은 가장 신뢰할 수 있는 형태의 광고 가운데 하나이다.[2]

전통적인 광고가 느려 보이지만 구전 마케팅으로 말미암아 2008년에 14.2 퍼센트의 성장을, 음식과 음료 브랜드의 경우 30 퍼센트의 성장을 가져왔다.[3]

내용

  • 바이럴 마케팅은 인터넷이 활성화 됨에 따라 활성화된 마케팅으로, 효율적인 마케팅 비용으로 최대의 효과를 얻을 수 있다.
  • 기존의 기업이 직접 광고하는 방식이 아닌, 주변사람들을 기반으로 신뢰성이 높다
  • 하지만 네티즌을 기반으로 확산됨으로, 위험성의 우려가 높다

마케팅 기법

  • 블로거 : 블로거를 통한 마케팅 기법은 바이럴 마케팅의 대표적 케이스다. 기업이 아닌 제품에 대한 지식도가 높은 일반인이 객관적인 정보를 제공함으로써 사람들은 신뢰를 얻는다.
  • SNS : 최근 SNS를 통한 마케팅 기법은 필수 요소로 자리잡고있다. 기업이 아닌 지인이 추천하는 글을 기반으로 효과적인 마케팅 결과를 얻을 수 있다. 페이스북의 '좋아요'시스템이 대표적 케이스다.

같이 보기

각주

  1. ↑ “보관된 사본”. 2010년 12월 30일에 원본 문서에서 보존된 문서. 2011년 2월 8일에 확인함. 
  2. ↑ http://www.entrepreneur.com/encyclopedia/term/82660.html
  3. ↑ “Word-of-Mouth Spend Hits \$1.5 Bil.”. 2010년 1월 23일에 원본 문서에서 보존된 문서. 2011년 2월 8일에 확인함. 
이 글은 경제에 관한 토막글입니다. 여러분의 지식으로 알차게 문서를 완성해 갑시다.

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