Buzz Marketing
BUZZ MARKETING
INTRODUCTION
There is no doubt that the implementation of positive Buzz marketing can lead to great results for brands, products and services. This is largely due to the impact that word of mouth marketing can have when one individual spreads information about a brand across internet blogs in the technologically driven era. However, before dissecting the impact of Buzz marketing and the channels in which buzz marketing is received, it is important to understand the exact role of buzz marketing from a promotional perspective.
DEFINITION
It is fair to say that the ‘Buzz’ – created through word of mouth - represents the process by which information of a specific brand, product or service, is transmitted from one individual to the next. While this process can be set up by marketers to ensure that products are subject to Buzz, there is a belief that Buzz Marketing is completely out of a company’s control: “Buzz marketing is something that takes on a life of its own. I do not know that you can create it, but you can put your brand in a position to take advantage of grassroots opportunities” (Littman, 2008, pg 19). Littman’s diagnosis of Buzz marketing helps us gain a greater definition of the process itself. It appears that Buzz marketing is better understood as the public’s response to the qualities and functions of a product, brand or service, rather, than the deliberate plan of a marketer. Littman further suggests that Buzz Marketing is “getting the media talking and saying nice things about your brand” (Littman, 2008, pg 18).
PROCEDURES AND EXAMPLES 'marketing tactics vs beyond marketers control '
Littman’s article gives the illusion that Buzz Marketing in beyond the control of the Marketers, there has been instances where by companies have been successful in encouraging the Buzz amongst its consumers. Dye speaks of the myths surrounding Buzz Marketing, by questioning that “Buzz just happens” (Dye, 2000, pg 142). To counter
INTRODUCTION
There is no doubt that the implementation of positive Buzz marketing can lead to great results for brands, products and services. This is largely due to the impact that word of mouth marketing can have when one individual spreads information about a brand across internet blogs in the technologically driven era. However, before dissecting the impact of Buzz marketing and the channels in which buzz marketing is received, it is important to understand the exact role of buzz marketing from a promotional perspective.
DEFINITION
It is fair to say that the ‘Buzz’ – created through word of mouth - represents the process by which information of a specific brand, product or service, is transmitted from one individual to the next. While this process can be set up by marketers to ensure that products are subject to Buzz, there is a belief that Buzz Marketing is completely out of a company’s control: “Buzz marketing is something that takes on a life of its own. I do not know that you can create it, but you can put your brand in a position to take advantage of grassroots opportunities” (Littman, 2008, pg 19). Littman’s diagnosis of Buzz marketing helps us gain a greater definition of the process itself. It appears that Buzz marketing is better understood as the public’s response to the qualities and functions of a product, brand or service, rather, than the deliberate plan of a marketer. Littman further suggests that Buzz Marketing is “getting the media talking and saying nice things about your brand” (Littman, 2008, pg 18).
PROCEDURES AND EXAMPLES 'marketing tactics vs beyond marketers control '
Littman’s article gives the illusion that Buzz Marketing in beyond the control of the Marketers, there has been instances where by companies have been successful in encouraging the Buzz amongst its consumers. Dye speaks of the myths surrounding Buzz Marketing, by questioning that “Buzz just happens” (Dye, 2000, pg 142). To counter
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