Jun 5, 2014

What is Buzz Marketing ???


Def 1: Buzz marketing is a viral marketing technique that attempts to make each encounter with a consumer appear to be a unique, spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser. Historically, buzz marketing campaigns have been designed to be very theatrical in nature. The advertiser reveals information about the product or service to only a few "knowing" people in the target audience. By purposely seeking out one-on-one conversations with those who heavily influence their peers, buzz marketers create a sophisticated word-of-mouth campaign where consumers are flattered to be included in the elite group of those "in the know" and willingly spread the word to their friends and colleagues.

Although buzz marketing is not new, Internet technology has changed the way it's being used. Buzz campaigns are now being initiated in chat rooms, where marketing representatives assume an identity appropriate to their target audience and pitch their product. Personal Web logs (blogs) are another popular media for electronic buzz marketing campaigns; advertisers seek out authors of the "right kind of blog" and trade product or currency for promotion. Instant messaging (IM) applications are also being looked at as a vehicle for carrying out buzz marketing campaigns with either humans or IM bots doing the pitching. As with all buzz campaigns, the power of the IM model relies on the influence an individual has in an established small network -- in this case, his buddy list. As technology continues to facilitate the delivery of a electronic buzz marketing message easier, and software applications make message deliveries easier to quantify, some advertising experts predict that electronic buzz marketing techniques will become a standard component in all cross-media advertising campaigns. Others warn that abuse of this potentially powerful electronic marketing technique will be its downfall. 

Def 2: Buzz marketing is a common phrase among online marketing circles, and is a force to be reckoned with. Buzz marketing is based on creating a buzz or excitement about a product, and has become a very common way to go about online marketing. But before you can take advantage of this great online marketing tool, you need to know the details about what exactly buzz marketing is.

Buzz marketing mostly involves getting your loyal and satisfied customers to talk about a product that they are really excited about. The marketing campaign mostly relies on word of mouth, but is very efficient all the same. This means that your customers will spread the news about your products to their family and friends, and get them to use the products as well. This is a great way for people to learn about your products, and can really get people excited about what you have to offer.

The thing about the world today is that it is much easier to get the word out, hence the success that is buzz marketing. Social media has been particularly instrumental in getting people to talk about products, and helps people get the world out much easier. People are easily able to talk about products on social media, and are able to sensitize others about great products that they have used.

Buzz marketing is a hip, new way of getting word around about a product, and has proven to be very successful for many businesses. If people are satisfied with your product or service, then they are more likely to jump onboard your buzz marketing campaign, and get the word out about your products. All in all, buzz marketing is a great way to let people know about your products, and can have a huge impact in the overall success of your business.

Def 3: Buzzing - What Is It?

Put simply, buzz marketing is the practice of gathering volunteers to try products, then sending them out into the world to talk up their experiences with the people they meet in their daily lives. The idea is that the more people see a product being used in public, or the more they hear about it from people they know and trust, the more likely they will be to buy it for themselves. Of course, word-of-mouth has long been the way that many people find their favorite products, or learn about a new favorite movie, book or restaurant. “For years, people recognized the power of word-of-mouth in convincing, influencing, affecting consumer behavior,” says marketing professor Jerry Wind. “It has more credibility than traditional advertising.” But it’s a fairly recent development for companies to try to create a structure around the practice, to harness and direct the way that word-of-mouth spreads — and to attempt to measure its effect on sales once the ‘campaign’ is complete. “Buzzing isn’t really new. The hype about these different kinds of buzz agents is what’s new,” says Kahn.

In practice, buzz marketing can take several different forms. Some companies identify particular types of people to do their buzzing for them. Known as ‘mavens’ (for readers of Malcolm Gladwell’s Tipping Point) or ‘influencers’ or ‘early adopters,’ these are the people who naturally set cultural trends, who define what is cool before the rest of the world even realizes it exists. “Gladwell put it in terms that everyone understood, but basically there are people out there who can tell what’s cool and what’s not. We all know them — the people who tell us about great restaurants, or who have cool clothes before we do,” Kahn says. “To make buzzing really work, I do have to believe that the person I’m listening to is discriminating, that he or she knows something I don’t. Otherwise that person is not giving me anything new.” Procter & Gamble pioneered this approach on a large scale by recruiting hundreds of thousands of ‘maven’ teenagers to create buzz about new products — some as mundane as toothpaste. “P&G started this idea of manufacturing word-of-mouth,” says Wind. “They recruited a quarter million teens to talk about their products. Now they are in the process of recruiting mothers to do the same thing because they have suddenly realize that word-of-mouth is a powerful thing.”

Other buzz marketers rely less on natural trendsetters and more on ‘connectors.’ “If they really want something to spread — to see not just a slow diffusion but a big jump in awareness — you go to the connectors,” Kahn says. “Oprah is the king of all connectors. Basically these are people who have bigger rolodexes than the rest of us. They have lots of contacts in different circles, so word will spread. Fast.”

Sources: VirtualSocialmedia, Techtarget, Upenn.edu 

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