Digital Word of Mouth
Celou skupinu virálního marketingu na internetu lze z jistého úhlu pohledu označit jako DWOM (Digital Word of Mouth)[1]. Tedy jako online verzi klasického Word of Mouth. Jako formy DWOM, které se mohou samozřejmě i mísit – vše dle potřeb konkrétní komunikace, můžeme označit [Janouch, 2010, s. 272-273]:
- Buzz marketing – hlavním cílem je vyvolat rozruch kolem propagovaného s účelem šíření povědomí o značce.
- Viral marketing – šíření poutavých zpráv pomocí e-mailů, blogů, diskusí, ICQ, SMS, YouTube, Facebook, aj. Viral můžeme specifikovat jako vše, co obsahuje reklamní sdělení, je rozesláno e-mailem nebo jinou elektronickou formou a je natolik zajímavé, že si příjemce najde čas a pošle tuto zprávu svým přátelům [Frey, 2008, s. 67-74].
- Community marketing – snaha o pozitivní ovlivnění specializované společnosti za účelem vzbuzení zájmu o naši značku.
- Grassroots marketing – získání dobrovolníků za účelem ovlivňování ostatních (nikoliv multi-level marketing)
- Evangelist marketing – podpora „misionářů“ (přesvědčených spokojených zákazníků) tak, aby se v našem zájmu zhostili aktivního šíření slova.
- Product Seeding – představení produktu v pravý čas vlivným jedincům.
- Influencer marketing – rozpoznání klíčových postav, komunit, názorových vůdců a vytvoření pozitivního pohledu na naše produkty s předpokladem, že budou schopni ovlivňovat názory ostatních.
- Cause marketing – řešení sociálních problémů, které vytvoří pozitivní vnímání u specifické skupiny zákazníků.
- Conversation creation – poutavá forma komunikace často založená na vtipu, která má vyvolat WOM/DWOM.
- Brand blogging - tvorba blogů, účast v nich i diskusích cizích blogů, v duchu otevřené a průhledné komunikace.
- Referral programs – specifické nástroje vytvořené pro možnost předávání referencí známým (např. tlačítko „like“ na Facebooku).
Virální marketing je možné dělit z různých hledisek. Například Petr Stuchlík ve své knize rozebírá pohled B. Rohrbachea, kdy se viral dělí dle aktivity a pozitivity jednotlivých sdělení. Setkat se tedy můžeme i s pojmy jako jsou Value Viral, Guile Viral, Spiral Viral, Vile Viral a dalšími [Stuchlík, 2002, str. 158-160]. Pro naše potřeby však považuji za dostačující přehled výše, dalšími se tedy nebudeme zabývat.
[1] Marketing journal.cz. WOM a DWOM – bratr a sestra nebo otec a syn? [online]. Last updated 2010-01-28 [cit. 2010-10-16]. Dostupný z WWW: <http://www.m-journal.cz/cs/public-relations/aplikovane-pr/wom-a-dwom---bratr-a-sestra-nebo-otec-a-syn__s388x6091.html>.
JANOUCH, Viktor. Internetový marketing. Brno : Computer Press, 2010. 304 str. ISBN 978-80-251-2795-7.
STUCHLÍK, Petr; DVOŘÁČEK, Martin. Marketing na internetu. Praha : Grada Publishing, 2002. 248 str. ISBN 80-247-0201-0.
in
RAMBOUSKOVÁ, Dana. Internet a jeho marketingově komunikační možnosti : Diplomová práce. Vysoká škola finanční a správní, o. p. s. Praha : 2011. 105 str.
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https://www.pinterest.com/pin/1131599843858254340/
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Unpacking the Mastery: Ogden's Premier Heating and Cooling Experts
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(StanleyTap, 8. 12. 2023 18:20)
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https://www.pinterest.com/pin/1131599843858254340/
Ogden's Dynamic Weather Necessitates Competence
Nestled between the Wasatch Mountains and Vast Salt Lake, Ogden experiences assorted weather conditions throughout all year. Through frosty months up to scorching summers, the imperative for the reliable HVAC system remains not-negotiable. Our expert contractors grasp those subtleties of the city's atmospheric conditions, furnishing tailored answers for every interval.
Unraveling the Distinction: The City's Premier Heating and Cooling Experts
1. The Climate Architects: Building Comfort, Elevating Distinction
Within that zenith for heating and cooling mastery throughout Ogden is The Climate Architects. With that devotion for precision and patron satisfaction, such experts exist as the personification for heating plus ventilation distinction. Through integrated activations up to capable fixing, ClimateCrafters guarantees the indoor climate is consistently within control.
2. Summit Atmosphere Alternatives: Ascent in Heating and Cooling Support
For unparalleled heating plus ventilation solutions, see no further over Peak Atmosphere Alternatives. This squad of skilled technicians brings innovation plus dependability toward every endeavor. Whether it's optimizing your existing apparatus alternatively activating a new solution, Peak Atmosphere Solutions promises a climate that suits your needs.
3. Eco-Conscious Heating Dynamics: Eco-Friendly Solutions, Redefining Comfort
Within the sphere where sustainability counts, EcoHeat Solutions leads this charge. Dealing with eco-friendly HVAC solutions, they bring a hint of green to Ogden's heating and ventilation realm. Undergo relaxation with a awareness, as EcoHeat Dynamics blends efficiency to ecological responsibility.
Enhance One's Comfort having the City's HVAC Virtuosos
For a final analysis, the city's HVAC contractors elevate distinction in warmth and cooling. Choose the collaborator who comprehends the nuances within the regional environment, ensuring your interior area persists as an oasis of comfort. From The Climate Architects' exactness to Summit Air Solutions' advancement plus EcoHeat Solutions' eco-aware approach, The city showcases heating, ventilation and cooling prowess at its finest. Elevate your comfort – choose supremacy.
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(Bren_xxEn, 10. 12. 2023 23:34)