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Marketing buzz or simply buzz —a term used in viral marketing —is the interaction of consumers and users of a product or service which amplifies or alters the original marketing message. Buzz can be generated by intentional marketing activities by the brand owner or it can be the result of an independent event that enters public awareness through social or traditional media such as newspapers.
Marketing buzz originally referred to oral communication but in the age of Web 2. In the 16th -earlyth centuries, nearly every town had its local weekly or monthly newspapers, and subscribed editions of larger publications were regularly carried by post riders to distant populations, where their key news stories from nearby county seat or capitols and far off cities were regularly read aloud in local taverns —which were much more a part of daily life than today's bars.
On a predictable schedule, these subscriptions readings would occur on various nights, giving the tavern an attraction to draw in visitors, and a gathering place for men to discuss the implications of such news. Some of the common tactics used to create buzz include building suspense around a launch or event, creating a controversy, or reaching out to bloggers and social media influencers.
Social media participants in any particular virtual community can be divided into three segments: Influencers amplify both positive and negative messages to the target audience, often because of their reputation within the community. Therefore, a successful social media campaign must find and engage with influencers that are positively inclined to the brand, providing them with product information and incentives to forward it on to the community.
Individuals are members of the community who find value in absorbing the content and interacting with other members. The purpose of the marketing strategy is ultimately to turn individuals into the third group, consumers, who actually purchase the product in the real world and then develop brand loyalty that forms the basis for ongoing positive marketing buzz.
The challenge for the marketer is to understand the potentially complex dynamics of the virtual community and be able to use them effectively. Development of a social media marketing strategy must also take into account interaction with traditional media including the potential both for synergies , where the two combine to greater effect, and cannibalism, where one takes market from the other, leading to no real market expansion.
Using controversy to generate marketing buzz can be risky because research shows that while mild controversy stimulates more buzz than completely neutral topics, as the topic becomes more uncomfortable the amount of buzz drops significantly. Two common terms used to describe buzz are volume , which quantifies the number of interchanges related to a product or topic in a given time period, and rating or level , a more qualitative measure of the positive or negative sentiment or amount of engagement associated with the product.
It is possible for firms to track the marketing buzz of their products online using buzz monitoring. Many tools are available to gather buzz data; some search the web looking for particular mentions in blogs or posts, others monitor conversations on social media channels and score them on popularity, influence, and sentiment using algorithms that assess emotion and personal engagement.
Buzz monitoring can be used to assess the performance of marketing strategies as well as quickly identify negative buzz or product issues that require a response. For example the low-carb diet was buzzing months before sales at grocery stores reflected the trend. For some companies it is important to understand the buzz surrounding a product before committing to the market. Positive "buzz" is often a goal of viral marketing , public relations , and advertising on Web 2.
Examples of negative buzz include the United Colors of Benetton 's shock advertising campaign that generated numerous boycotts and lawsuits, and the General Motors recall of cars many years after a known issue with a faulty ignition switch which they admitted had caused 13 deaths. To expand further on that research, Luo and Zhang investigated the relationship of buzz and web traffic and their effect on stock market performance for nine top publicly traded firms in the computer hardware and software industries.
As consumers increasingly expect to have access to buzz about products as part of their purchasing decisions and to interact with the brand in social media, successful companies are being driven to adopt social media marketing strategies to stay competitive. To successfully plan and implement these campaigns requires the ability to predict their effectiveness and therefore the return on investment that can be expected for the dollars expended. With the addition of new interactive and digital media technologies into the marketing industry, a significant emphasis has been put on the use of online content to generate buzz about a product, service, or company.
Many companies are also using their online presence to generate buzz by allowing users to post reviews on their sites, as well as the use of reviews posted on third party sites. This concept of online reviewing also works to generate negative buzz, and has been a topic of criticism. Online review site Yelp has been subject to criticism after allegations that business owners were paying the site to only publish the positive reviews, in an attempt to boost sales and hide negative buzz about these businesses.
Additionally, the social media site Twitter has been a game changer in terms of marketing buzz in the digital age. Companies are now creating Twitter pages as a means of personal communication with their target audience. Twitter allows businesses of any size to speak directly to their intended demographic, and allows the customer to communicate back, a feature unique to marketing technologies and methods utilized in the digital age.
Many celebrities and public figures carrying a large amount of Twitter "followers" also accept payment to tweet about products. Some notable examples of buzz marketing in the digital age include the highly successful marketing campaign for AMC's third season of Mad Men.
The TV channel created an online avatar maker that allowed fans of the show to create an online version of themselves in the s style portrayed on the show. The site experienced over half a million users in the first week and has since been updated to promote consecutive seasons.
The small budget film was originally released to only select cities. A trailer was then released to the public with the ending calling individuals to go online and "demand" the movie be brought to a city near them.
Once a city was demanded enough times, the film would be screened in theatres in that city. The success of this movie can be credited to this marketing campaign, which worked on the principle of "we always want what we don't have".
From Wikipedia, the free encyclopedia. Journal of Consumer Behaviour 4 1: ROI of Social Media: Once obsessed with viewers and ratings, the television model these days is all about buzz," Maclean's , no. Retrieved 7 April How successful growing companies stay on course". Retrieved 4 January Retrieved from " https: Consumer behaviour Viral marketing. All articles with unsourced statements Articles with unsourced statements from May Views Read Edit View history.