Buzz

Buzz marketing

WHAT IS BUZZ MARKETING?

Buzz marketing is a viral marketing technique that is focused on maximizing the word-of-mouth potential of a particular campaign or product, whether that is through conversations among consumers' family and friends or larger scale discussions on social media platforms

› Marketing that captures the attention of consumers and the media to the point where talking about your brand or company becomes entertaining, fascinating, and newsworthy.

› Simply put: Buzz starts conversations. It’s a great story or big idea that others are willing to share.

What do People ‘talk’ or ‘buzz’ about?

• Exciting Products (like movies, destinations that offer exciting experiences.)

• Innovative Products ( like cellphone, umbrellas)

• Personal Experience Products (hotels, airlines)

• Complex Products (in order to reduce risk people talk about products they do not understand like software, medical devices.

• Expensive products ( a very expensive vacation package will make potential buyers ask about what it offers and how good it is since it requires a big investment by the buyer.)

• Observable Products ( people discuss things they see in others like cloths, cars)

• Personal Activities ( like attending a cultural or sporting event)

‘Buzz’ or ‘Rumors’? Its difference.

• Rumor : Information with an unknown or hidden origin which propagate largely without being checked.

• Buzz : Talking without an intermediary or advertising.

EFFECTIVENESS

• Buzz works as a marketing tool because individuals in social settings are easier to trust than organization personal promotion.

• Interpersonal communication has been shown to be more effective in influencing consumers’ purchasing decisions than advertising

• As consumers increasingly expect to have access to buzz about products as part of their purchasing decisions and to interact with the brand in social media, successful companies are being driven to adopt social media marketing...