Buzz marketing

Buzz marketing is a segment of world of mouth marketing, 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 an 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. World 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

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:

# 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).
# Seeding: Product samples are sown and distributed in different networks. This stimulates a discussion (Rosen 2000, p. 153). 
# 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).
# 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).
# 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).

Negativer 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.

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).
• 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". Newyork.

Author: Alexandra Schulze