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Buzz marketing

Buzz marketing. Concept To find relevant and real-time information and to interpret it To create information and to transmit it via informal and personnal communication channels (rather than by mass media and traditional advertising) Key issues

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Buzz marketing

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  1. Buzz marketing • Concept • To find relevant and real-time information and to interpret it • To create information and to transmit it via informal and personnal communication channels (rather than by mass media and traditional advertising) • Key issues • Buzz marketing can only amplify existing qualities of a product • Information must be credible and from trusted people (experts and trendsetters)

  2. Buzz marketing • Measuring/influencing buzz • Nielsen BuzzMetrics measures, analyzes and leverages the influential power of online consumers • Communispace manages “customer conversations” with private online communities on topics chosen by businesses • Affinova proposes online “prototypes” that instantly evolve according to consumer feedback. • IC Agency investigates brands’ positioning perceptions online and corrects this positioning if needed

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