Buzz marketing relies on creativity to engage consumers and spread enthusiasm through word of mouth. It can occur through various online platforms, and businesses may forego traditional advertising if the product generates enough buzz.
Buzz marketing is a form of guerrilla marketing, which is a non-traditional marketing strategy that often relies on the use of creativity to engage and attract consumers. With this type of marketing, enthusiasm for a product or service usually spreads through word of mouth. The term “buzz” refers to the excitement consumers feel about sharing the product or service with others. Chat rooms, blogs, discussion forums, social networks, and video sites are some of the vehicles by which buzz marketing occurs.
When an entrepreneur uses buzz marketing as a strategy to promote his product, he is essentially relying on the product to sell himself through a word of mouth approach. It could involve his professional contacts and people he knows personally in product demonstrations or tell unique stories about the product. Once people recognize the value of the product and find that it meets their needs in specific ways, they spread the word about the product due to their own excitement or satisfaction.
The Web makes buzz marketing possible on a massive scale. Blog owners might post reviews of a product and encourage readers to study the product for themselves. Readers of the product review may do their own research on the Internet and post questions and comments about the product on social networking sites. Chat rooms and discussion forums are common places to discuss the pros and cons of a product or service. When a product solves a problem or fills a need, word usually spreads quickly across the web.
To complement and encourage the buzz created by consumers, a business could create videos about their product or service. The video could be posted on the company’s website or on an Internet video site, easily viewable and searchable by consumers. Users eager for products can place the marketing video link in an email to friends or family who can then view it and inquire about the product themselves. Through such marketing strategies, some companies ignore traditional marketing approaches in favor of low-cost viral marketing campaigns.
With an active marketing plan, a traditional advertising strategy may or may not be necessary. A company might gauge public reaction to a product or service by first releasing it to a small number of consumers. If consumers react enthusiastically to the product or service, some companies will forego a conventional marketing plan in favor of allowing consumers to take the marketing reins. A successful marketing campaign can sometimes reduce a company’s advertising expenditures.
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