Marketing buzz

Marketing buzz

Marketing buzz or simply buzz — a term used in word-of-mouth marketing — is the interaction of consumers and users of a product or service which serves to amplify the original marketing message.[1] a vague but positive association, excitement, or anticipation about a product or service. Positive "buzz" is often a goal of viral marketing, public relations, and of advertising on Web 2.0 media. The term refers both to the execution of the marketing technique, and the resulting goodwill that is created. Examples of products with strong marketing buzz upon introduction were Harry Potter, the Volkswagen New Beetle, Pokémon, Beanie Babies, and the Blair Witch Project.[2]

The term "buzz marketing" originally referred to oral communication but in the age of Web 2.0, social media such as Facebook and Twitter are also being used to create marketing buzz.

Buzz marketing works because individuals are easier to trust than organizations that may be perceived to have vested interests in promoting their products and/or services.

It is possible for firms to track the marketing buzz of their products online using buzz monitoring. For some companies it is important to understand the buzz surrounding a product before committing to the market.[3]

References

  1. ^ Thomas Jr, Greg (2006-07-11). "the Buzz on Buzz" "Building the buzz in the hive mind". Journal of Consumer Behaviour (Harvard Business Review) 4 (1): 64–72. doi:10.1002/cb.158. http://www3.interscience.wiley.com/journal/112587927/abstract?CRtitle="the Buzz on Buzz". 
  2. ^ Renée Dye (2001-01-29). ""the Buzz on Buzz"". Harvard Business Review. http://hbswk.hbs.edu/archive/1956.html. 
  3. ^ Mehta, Maneesh; Doorley, Thomas; Horvath, Michael (November / December 2005). "Future signals: How successful growing companies stay on course". Ivey Business Journal: 4. http://www.hrpao.org/NR/rdonlyres/559B3665-D4FF-4A34-A83A-771DAA23D1BE/0/FutureSignals.pdf. Retrieved 2009-06-08. 

Further reading



Wikimedia Foundation. 2010.

Игры ⚽ Нужно решить контрольную?

Look at other dictionaries:

  • Marketing Viral — Le marketing viral est une forme de publicité à la diffusion de laquelle le consommateur contribue. Depuis le développement d’Internet et la démocratisation du haut débit, on a pu voir se développer de manière exponentielle ce nouveau phénomène.… …   Wikipédia en Français

  • buzz marketing — ➔ marketing * * * buzz marketing UK US noun [U] ► MARKETING, E COMMERCE a method of selling a product by getting people to talk about it to other people, especially over the internet: »Buzz marketing needs to be used very judiciously for it to… …   Financial and business terms

  • Markéting — Marketing Le marketing (appelé aussi par le néologisme mercatique) est une discipline du management qui cherche à déterminer les offres de biens, de services ou d idées en fonction des attitudes et de la motivation des consommateurs, du public ou …   Wikipédia en Français

  • marketing — finding out what customers want, then setting out to meet their needs, provided it can be done at a profit. Marketing includes market research, deciding on products and prices, advertising promoting distributing and selling. Glossary of Business… …   Financial and business terms

  • Buzz — A buzz can be a rapidly oscillating two tone noise caused by vibration or other source, such as that produced by bees or wasps. It can also refer to a generally excited hubbub, or background noise i.e. a crowd at a sports event can buzz. Buzz may …   Wikipedia

  • Marketing plan — A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of… …   Wikipedia

  • Buzz (Marketing) — Pour les articles homonymes, voir Buzz. Le buzz (anglicisme de bourdonnement) est une technique marketing consistant, comme son nom l indique, à faire du bruit autour d un nouveau produit ou d une offre. Proche du marketing viral, il en diffère… …   Wikipédia en Français

  • Buzz marketing — Buzz (marketing) Pour les articles homonymes, voir Buzz. Le buzz (anglicisme de bourdonnement) est une technique marketing consistant, comme son nom l indique, à faire du bruit autour d un nouveau produit ou d une offre. Proche du marketing viral …   Wikipédia en Français

  • BUZZ — (engl. für Begeisterung, Gerücht) bezeichnet: im englischen Sprachgebrauch umgangssprachlich Virales Marketing ein kostenlosen PC Musikprogrammes, siehe Jeskola Buzz eine inzwischen nicht mehr bestehenden Fluggesellschaft, siehe buzz… …   Deutsch Wikipedia

  • Buzz — steht für: Buzz (Fluggesellschaft), eine ehemalige britische Fluggesellschaft Buzz!, eine PlayStation Spiel Reihe eine Spielfigur aus dem Trickfilm Toy Story den ursprünglichen Namen der Zeitschrift De:Bug Buzz ist der Vorname von: Buzz Aldrin (* …   Deutsch Wikipedia

Share the article and excerpts

Direct link
… Do a right-click on the link above
and select “Copy Link”