Buzz Marketing definition
Often shortened to just ‘buzz,’ buzz marketing involves building strong, runaway excitement around a product or service that is predominantly driven by close interaction with consumers and users. Buzz campaigns typically utilise word-of-mouth marketing to spread the message – users recommend products and services to their friends and relatives who in turn spread a positive message to their own social circles.
Companies like buzz marketing because consumers have no vested interest in promoting products or services so the buzz is ‘real’ – it’s a good testimonial that the company can use when debating further courses of action.
Buzz marketing has really come into its own recently because of the widespread take-up of social media – this not only makes it easier for people to review and talk about new products and services but also allows companies to more easily track the ‘feedback’ they’re receiving. Trying to analyse the relative success of buzz marketing is known as buzz monitoring.