Marketing buzz
Encyclopedia
Marketing buzz or simply buzz — a term used in word-of-mouth marketing
— is the interaction of consumers and users of a product or service which serves to amplify the original marketing message. a vague but positive association, excitement, or anticipation about a product or service. Positive "buzz" is often a goal of viral marketing
, public relations
, and of advertising on Web 2.0
media. The term refers both to the execution of the marketing technique, and the resulting goodwill that is created. Examples of products with strong marketing buzz upon introduction were Harry Potter
, the Volkswagen New Beetle
, Pokémon
, Beanie Babies, and the Blair Witch Project.
The term "buzz marketing" originally referred to oral communication but in the age of Web 2.0, social media such as Facebook and Twitter are also being used to create marketing buzz.
Buzz marketing works because individuals are easier to trust than organizations that may be perceived to have vested interests in promoting their products and/or services.
It is possible for firms to track the marketing buzz of their products online using buzz monitoring
. For some companies it is important to understand the buzz surrounding a product before committing to the market.
Word-of-mouth marketing
Word-of-mouth marketing , also called word of mouth advertising, is an unpaid form of promotion—oral or written—in which satisfied customers tell other people how much they like a business, product, service, or event...
— is the interaction of consumers and users of a product or service which serves to amplify the original marketing message. a vague but positive association, excitement, or anticipation about a product or service. Positive "buzz" is often a goal of viral marketing
Viral marketing
Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of viruses...
, public relations
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
, and of advertising on Web 2.0
Web 2.0
The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web...
media. The term refers both to the execution of the marketing technique, and the resulting goodwill that is created. Examples of products with strong marketing buzz upon introduction were Harry Potter
Harry Potter
Harry Potter is a series of seven fantasy novels written by the British author J. K. Rowling. The books chronicle the adventures of the adolescent wizard Harry Potter and his best friends Ron Weasley and Hermione Granger, all of whom are students at Hogwarts School of Witchcraft and Wizardry...
, the Volkswagen New Beetle
Volkswagen New Beetle
-Specifications:*Dimension:**Length: **Width: **Height: **Wheelbase: **Curb weight: *Max speed: 177–210 km/h *Acceleration : 6.5-13.2 sec-Body styles:-Engine choices:-Safety:...
, Pokémon
Pokémon
is a media franchise published and owned by the video game company Nintendo and created by Satoshi Tajiri in 1996. Originally released as a pair of interlinkable Game Boy role-playing video games developed by Game Freak, Pokémon has since become the second most successful and lucrative video...
, Beanie Babies, and the Blair Witch Project.
The term "buzz marketing" originally referred to oral communication but in the age of Web 2.0, social media such as Facebook and Twitter are also being used to create marketing buzz.
Buzz marketing works because individuals are easier to trust than organizations that may be perceived to have vested interests in promoting their products and/or services.
It is possible for firms to track the marketing buzz of their products online using buzz monitoring
Buzz monitoring
Buzz monitoring is the keeping track of consumer responses to commercial services and products, to establish the marketing buzz surrounding a new or existing offer...
. For some companies it is important to understand the buzz surrounding a product before committing to the market.