WORD OF MOUTH AND OTHER

PROMOTIONAL TOOLS
In the present time, before deciding to buy or use the service, customers often consult
with their friends and relatives. They do so in search of a trust, to ensure that their
decision will not be wrong. Trust is also an emotion. And of course, as we all know,
emotion is the biggest determinant of human behavior. Word of Mouth Marketing
(WOMM) is one of the traditional marketing methods. It is based on the principle of
word of mouth, to introduce a specific brand, product, or service from an individual to
another individual or group. In simple words, word of mouth marketing is about
creating a story for people to talk about you, your product, or service.

The four principles of word-of-mouth marketing:

1. You must have something really special
2. Appreciating the simplicity
3. Pleasing everyone
4. Gain the trust and respect from customers

Viral marketing
Viral is actually a virus! As you know, the ability of a virus to spread from person to
person at extremely fast speeds. This is also the goal that marketers are eager to
achieve.Viral marketing is a marketing strategy capable of affecting quickly the
sharing and spread of content and messages from one person to another.

The five invariant principles in viral marketing campaigns:

1. Creating strong emotions
2. Doing special things
3. Charismatic plot
4. Doing the next section
5. Calling to action

Blogging
Blogging is a blog writing and operating skill, incorporating internet tools to help
bloggers write, share, and link easily.The main purpose of a blog is to connect you
with relevant audiences, increase your traffic, and bring potential customers to your
website.

Podcasting
Podcasting is a form of providing information in the form of podcasts that users can
exploit (watch, listen, share ...) online or download and exploit locally on personal
technology devices.Podcasting differs from radio and television in terms of
podcasting is provided/distributed primarily on the Internet environment, while the
main distribution channel of radio and television is via satellite.

Email
Email marketing is a form of an email that brings the
information/sales/marketing/product introduction to the customer. Emails are sent to
customers for regular interaction with customers, advertising, gratitude, the
introduction of a new product.

The three principles of effective email marketing:

1. Having a good email collection strategy
2. Using email marketing in niche areas
3. Having an email distribution strategy

Mobile marketing
Mobile marketing can be understood simply as the way to market advertising products
and services through mobile devices such as phones, smartphones, and tablets.

The three criteria of an effective mobile marketing campaign:

1. Short, meaningful
2. Optimal location
3. Public consideration
MANAGING THE PROMOTION MIX:
PUTTING IT ALL TOGETHER
Mixed promotion strategy, also known as promotion communication, is one of the
four main groups of marketing mix tools that businesses can use to influence the
target market to achieve business goals of the business.
The mixed promotion tools include:
- Advertising
- Propaganda and public relations
- Sales romotion
- Direct sales
- Direct marketing
Promotional Strategies
 Pulling strategy: Entice consumers
This strategy is mainly used in the retail industry. With this strategy, businesses want
their brand to gradually make a mark in the hearts of customers, creating curiosity and
a need to learn about products. Then, when in need, they will voluntarily buy and use
products of the business.
 Push strategy: "Push" products closer to customers
Unlike the pull strategy, the push strategy focuses on building a distribution system
and agents to bring products to customers more conveniently. This marketing strategy
is often applied in wholesale businesses.