Buzz Marketing

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International Journal of Advanced Research in
Management and Social Sciences

ISSN: 2278-6236

BUZZ MARKETING: ITS ROLE IN GLOBAL ARENA
Chanjyot Kaur*

Abstract: Strangely enough in this world of sophisticated communication technologies we still realize greatly upon the views heard from others rather than going by what is being promoted popularly. The demographic paradigm has witnessed a sea of change in terms of education and thereby has resulted in higher levels of awareness and value expectations. In products like movies, organized retailing the above mentioned phenomenon is very evident wherein consumers rely greatly upon the feedback they receive from authentic sources for even testing the value delivery proposition. Therefore it has become imperative for a marketer to initiate value convincing promotions amongst the opinion creators. Key Words: communication technologies, demographic paradigm, value expectations, authentic sources, value delivery proposition.

*Assistant Professor, Department of Business Management, Govt. Mohindra College, Patiala.
Vol. 2 | No. 2 | February 2013

www.garph.co.uk

IJARMSS | 172

International Journal of Advanced Research in
Management and Social Sciences

ISSN: 2278-6236

INTRODUCTION
Strangely enough in this world of sophisticated communication technologies, we still realize greatly upon the views heard from others rather than going by what is being promoted popularly. The invention of cell phones greatly enhanced the talking capacity of the people. A lot of people talk and share information peer to peer and this phenomenon made a clear path for BUZZ marketing to flourish and like a virus mutates according to its environment, the buzz created by buzz marketing also change itself in order to meet challen ges imposed by new environment . BUZZ marketing is a very effective technique of conveying a message which needs no money but only word of mouth communication. The volunteers are first gathered to try a new product then they send to the world to talk about what they have experienced with the people they come across in their daily routine. More the people see that product being used in the public or more they hear about that product from others whom they know very well and trust, the greater is the possibility of buying that product by them.

Due to globalization, the competition is on hike in each and every field and when it comes to marketing, it’s even more difficult. Traditional marketing techniques like radio and television advertising are grown older as they are facing ignorance of the viewers. Thus a huge amount of money spent on such advertisements is being wasted where as creating a BUZZ around your product is far easier, cost effective and less time consuming. In such kind of marketing campaign, money doesn’t play a prominent role rather it encourages a curiosity amongst people who then start talking about and finally spread it to others , all it needs is innovation and creativity.

In this hi-tech 21st century, along with the advancement of technologies, people also became advanced and smarter than before education played an important role in increasing the awareness and knowledge of people .today people are expecting a lot from what they buy. The soul of buzz marketing is the quality of the product . if it is not good then the company may not be able to create a positive buzz around it rather a negative buzz will be created, that will destroy the overall image of the product and people wil l reject it altogether. Lets take an example of a new product, let it be a flavored juice, that is going to be launched by a company after few months but before that they want to create a buzz around their product for which they started giving their juice for free to people, they go to Vol. 2 | No. 2 | February 2013

www.garph.co.uk

IJARMSS | 173

International Journal of Advanced Research in
Management and Social Sciences

ISSN: 2278-6236

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