Analysis Of Effective Internet Word-of-mouth Marketing Strategies

Internet Word-of-Mouth (IWOM) is a positive or negative comment of certain products, service or a company, published and broadcasted online by consumers utilizing network method, which features in its rapid spreading speed, wide influencing area and a serious damage to companies'public imagines when being negative. It is a fundamental transform in the history of marketing, and represents the trend of future marketing strategies. Currently, domestic research on IWOM has a very short time span and few results have been accumulated.This paper started with analyzing the characteristics and spreading features of IWOM, followed with a deep investigation into the objects and distribution channels of IWOM and its differences with traditional Word-of Mouth (WOM) marketing technique. On distribution channels of IWOM, classification, realization, affecting factors and key points were discussed; as for the objects, contents definition and principles for selecting and processing were present. The paper also analyzed the classifications of business pattern of IWOM marketing and its influence to customers.At last, a case study was present, from key factors involved in a successful marketing campaign were derived, together with an analysis of reasons for failures. From this point, we proposed the advantages and disadvantages of IWOM marketing, and made a prediction of the trends in this field.The results of this research could provide companies with a more clear view of the importance, features and trends in WOM marketing under a networking environment; also it could be beneficial to marketing organizations for making more effective strategies to specific customers.