Buzz marketing

Buzz marketing is a segment of word of mouth marketing and describes the dissemination of information by recommendation, which has evolved through the use of online media. Buzz marketing aims to capture the attention of consumers and is used as a conversation starter. It is a new method of trying to attract consumers after classic advertising models have received more and more criticism (Rosenbloom 2000). In the conventional sense, it is advertising, but by personally passing from consumer to consumer, information can be passed on more effectively because a feeling of trust is created (Bhattacharya, Gaurav, Ghosh 2019).

General information

Word of mouth marketing, online marketing and buzz marketing are three important conditions for successful viral marketing campaigns. Buzz marketing is thereby necessary to generate attention. Basically, buzz marketing and word of mouth marketing describe the same phenomenon: when people pass on information to others. In buzz marketing, however, this happens because of a previous buzz marketing campaign, and in word of mouth marketing, there must have been no campaign at all beforehand. The way and extent to which buzz spreads among people differs for each product and customer group (Rosen 2000). When information about products comes from people in the environment, they are often trusted more than a spokesperson or commercial from the company itself. Word of mouth can be carried out either by consumers who are convinced of the brand, by employees of the company, by paid personalities or by agencies. In general viral marketing has basically gained in importance through the rise of the internet (Bestari et al 2021, p. 390). Through the use of online media, information is rapidly spreading around the world (Summers 2012).

Functionality and application

Buzz marketing is grounded in the verbal exchange that results from a buzz, enabling the rapid dissemination of mass information (Bhasin 2020). A particularly favorable application for buzz marketing is the promotion of a new or as yet unknown product. Buzz marketing can be used to attract targeted attention before the launch. Through the recommendations of the buzzers, the product is considered an insider tip even before its release and is eagerly awaited and coveted. Buzz marketing is also suitable for kicking off a marketing campaign before the launch of new product lines. Only a few companies succeed in constantly generating new buzz around their products (Kraus et al 2008a).

Buzz Marketing Tools and Methods

There are many ways to use buzz marketing and take advantage of the world of mouth marketing:

1. The involvement of influential people: When information about new products is shared through influential people, it often spreads faster. Some people have more influence than others. Companies have to find the right people for them (Rosen 2000, p. 43).
2. Seeding: Product samples are sown and distributed in different networks. This stimulates a discussion (Rosen 2000, p. 153).
3. Concept of scarcity: When people feel it is difficult to obtain a product, it makes it more valuable to them (Cialdini 2000). The point is not to disseminate all the information at the beginning but to reveal it little by little (Rosen 2000, p. 172).
4. Use of celebrities: It is the same concept as with other influential people, only that celebrities pass on information to more people. This is mostly a one-sided action (Rosen 2000, p. 47).
5. Online campaign (Virals): Viral marketing campaigns come in many forms; they are usually off-the-wall and eye-catching. It can also happen that a company is made fun of and the ad was created by the company itself (Sauer 2005).

Negative Buzz

With buzz marketing, the feedback expressed may not always be positive. A negative buzz can have fatal consequences for companies. Therefore, at the beginning of a campaign, you should always see how the initial feedback turns out and, if necessary, react to the criticism expressed.

Examples of Buzz marketing

• Social media campaigns: Companies can use social media platforms such as Instagram, Twitter, and Facebook to create campaigns that generate buzz and draw attention to a product or service. This can involve creating a hashtag, running competitions or giveaways, and engaging with customers on a personal level.
• Influencer marketing: Companies often use influencers to help spread the word about their product or service. Influencers have large followings and are seen as experts in certain fields, such as fashion or beauty, and they can help to generate a buzz around a product or service.
• Event marketing: Companies can use events as a way to generate buzz. This could be a launch event, a product demonstration or a promotional event. Events are a great way to get people talking about a product or service, as well as giving people the chance to experience it for themselves.
• Word of Mouth: Word of mouth is one of the oldest and most effective forms of buzz marketing. Companies can use word of mouth by encouraging customers to spread the word about their product or service. This can be done through social media, by offering incentives or discounts, or simply by asking customers to share their experience with others.

Advantages of Buzz marketing

Buzz marketing has many advantages that can be beneficial to businesses. These advantages include:

• Increased Visibility - As more and more people become aware of a particular product or service, it creates a buzz and an increased visibility for the company. This creates a higher chance of potential customers being exposed to the product or service and possibly leading to more sales.
• Lower Cost - Buzz marketing is generally much cheaper than traditional advertising, making it an attractive option for companies that are looking to cut costs.
• Increased Trust - When people hear about a product or service from a friend or family member, they are more likely to trust the opinion, making it more likely for them to purchase the product or service.
• More Engagement - Buzz marketing encourages more engagement with customers, as they are more likely to share their positive experiences with their friends and family. This in turn leads to more sales.
• Improved Brand Awareness - As more and more people become aware of a particular product or service, it creates a buzz and an increased visibility for the company. This creates a higher chance of potential customers being exposed to the product or service and possibly leading to more sales.

Limitations of Buzz marketing

Despite its advantages, buzz marketing also has some drawbacks. These include:

• It is difficult to control: Buzz marketing relies on the opinions of consumers and is difficult to control as decisions are taken by individuals and not by the company. It is also difficult to track the effectiveness of the marketing as there is no way to measure the impact of a conversation or recommendation.
• It is expensive: Buzz marketing is often more expensive than other forms of marketing as it requires a large amount of resources to create the buzz. The cost of creating content and the cost of distributing it can add up quickly.
• It is time-consuming: Buzz marketing is a long-term process and it may take months or even years to create the desired effect. This means that it is not a suitable strategy for companies that are looking for quick results.
• It can be damaging: If buzz marketing goes wrong, it can have a damaging effect on the reputation of the company. If the message is wrong or if it is distributed to the wrong audience, it can backfire and cause more harm than good.

Other approaches related to Buzz marketing

Apart from Buzz marketing, there are several other marketing approaches that aim to capture the attention of consumers and create conversations. These include:

• Influencer Marketing: This approach involves working with a well-known individual in the industry to promote a product or service. Companies use influencers to create content that is shared across social media platforms and drive engagement among their target audiences.
• User-Generated Content (UGC): UGC involves using content created by customers as a form of marketing. Companies can use this content to create deeper connections with customers and increase engagement, as well as build trust.
• Social Media Marketing: Social media marketing involves using social media platforms to reach out to target customers. Companies use this approach to create content and promote their products and services.
• Experiential Marketing: Experiential marketing is a strategy that focuses on engaging customers through live experiences. Companies often use experiential marketing to create memorable and impactful experiences for their customers.

In summary, along with Buzz marketing, there are several other approaches that companies can use to capture the attention of consumers and create conversations. These include influencer marketing, user-generated content, social media marketing, and experiential marketing.

Buzz marketing — recommended articles

Incentive marketing — Below the line advertising — Influencer marketing strategy — Hunger marketing — Benefits of social media marketing — Types of advertising — In store marketing — Promotion mix — Advertising message

References

• Bestari, D. K. P., Saudi, M. H., Sinaga, O., & Setyadi, A. (2021). The influence of Experiential Marketing, Guerrilla Marketing and Buzz Marketing in the formation of Consumer Purchase Intention in the JD]. ID Marketplace. Review of International Geographical Education Online, 11(6).
• Bhasin, H. (2020). What is buzz marketing? Types, tips, examples, advantages. Marketing Management Articles
• Bhattacharya, S., Gaurav, K., & Ghosh, S. (2019). Viral marketing on social networks: An epidemiologicalperspective. Physica A: Statistical Mechanics and its Applications, 525, 478-490.
• Kraus, S., Harms, R., Fink, M. and Rößl, D. (2008a). ‘Entrepreneurial marketing: innovatives und unternehmerisches marketing für KMU und gründungsunternehmen’, in S. Kraus and M. Fink (Eds.): Entrepreneurship: Theorie und Fallstudien zu Gründungs-, Wachstums - und KMU-Management, WUV, Vienna.
• Rosenbloom, R.S. (2000). Leadership, capabilities and technological change: the transformation of NCR in the electronic era‘; Strategic Management Journal, Vol. 21.
• Rosen, E. (2000). The anatomy of Buzz, HarperCollins Publishers, London
• Sauer DA (2005). "Are you sick of viral marketing". New York.

Author: Alexandra Schulze