营销策略外文翻译---衡量口碑营销的新方法(编辑修改稿)

营销策略外文翻译---衡量口碑营销的新方法(编辑修改稿)内容摘要：

n people whose opinions we trust and the members of works we most value. That’s why oldfashioned kitchen table remendations and their online equivalents remain so important. After all, a person with 300 friends on Facebook may happily ignore the advice of 290 of them. It’s the small, closeknit work of trusted friends that has the real influence. Wordofmouth equity empowers panies by allowing them to understand word of mouth’s relative impact on brand and product performance. While marketers have always known that the impact can be significant, they may be surprised to learn just how powerful it really is. When Apple’s iPhone was launched in Germany, for example, its share of wordofmouth volume in the mobilephone category—or how many consumers were talking about it—was about 10 percent, or a third less than that of the market leader. Yet the iPhone had launched in other countries, and the buzz acpanying those messages in Germany was about five times more powerful than average. This meant the iPhone’s word of mouth equity score was 30 percent higher than that of the market leader, with three times more influentials remending the iPhone over leading handsets. As a result, sales directly attributable to the positive word of mouth surrounding the iPhone outstripped those attributable to Apple’s paid marketing 24 months of launch, the iPhone was selling almost one million units a year in Germany. The flexibility of wordofmouth equity allows us to gauge the wordofmouth impact of panies, products, and brands regardless of the category or industry. And because it measures performance rather than the sheer volume of messages, it can be used to identify what’s driving—and hurting—wordofmouth impact. Both insights are critical if marketers are to convert knowledge into power. Harnessing word of mouth The rewards of pursuing excellence in wordofmouth marketing are huge, and it can deliver a sustainable and significant petitive edge few other marketing approaches can match. Yet many marketers avoid it. Some worry that it remains immature as a marketing discipline pared with the highly sophisticated management of marketing in media such as television and newspapers. Others are concerned that they can’t draw on extensive data or elaborate marketing tools finetuned over decades. For those unsure about actively managing word of mouth, consider this: the incremental gain from outperforming petitors with superior television ads, for example, is relatively small. That’s because all panies actively manage their traditional marketing activities and all have similar knowledge. With so few panies actively managing word of mouth—the most powerful form of marketing—the potential upside is exponentially greater. The starting point for managing word of mouth is understanding which dimensions of wordofmouth equity are most important to a product category: the who, the what, or the where. In skincare, for example, it’s the what。 in retail banks, the who. Wordofmouth equity analysis can detail the precise nature of a category’s influentials and pinpoint the highestimpact messages, contexts, and works. Equipped with these insights, panies can then work on generating positive word of mouth, using the three forms we identified: experiential, consequential, and intentional. Although the importance of these triggers varies category by category, experiential sources are the most important across them. Harnessing experiential word of mouth is fundamentally about providing customers with the opportunity to share positive experiences and making the story relatable and relevant to the audience. Some panies, such as Miele and Lego, build buzz around products before launch and work to have early, highly influential adopters by involving consumers in product development, supported by online munities. Consistently refreshing the product experience also helps harness experiential word of mouth—consumers are more likely to talk about a product early in its life cycle, which is why product launches or enhancements are so crucial to generating positive word of mouth. Buzz also can be sustained after launch: Apple has maintained interest in and excitement about the iPhone via its apps store, as constantly evolving and usergenerated content maintains positive word of mouth. Most panies actively use customer satisfaction insights when developing new products and services. Yet a satisfied customer base may not be enough to create buzz. To create positive word of mouth that actually has impact, the customer experience must not only deviate significantly from expectations but also deviate on the di。