Definition

buzz marketing

Buzz marketing is a viralmarketing technique that attempts to make each encounter with a consumer appear to be a unique,spontaneous personal exchange of information instead of a calculated marketing pitch choreographedby a professional advertiser. Historically, buzz marketing campaigns have been designed to be verytheatrical in nature. The advertiser reveals information about the product or service to only a few"knowing" people in the target audience. By purposely seeking out one-on-one conversations withthose who heavily influence their peers, buzz marketers create a sophisticated word-of-mouthcampaign where consumers are flattered to be included in the elite group of those "in the know" andwillingly

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• Email marketing

spread the word to their friends and colleagues.

Although buzz marketing is not new, Internet technology has changed the way it's being used.Buzz campaigns are now being initiated in chat rooms, where marketing representatives assume anidentity appropriate to their target audience and pitch their product. Personal Web logs (blogs)are another popular media for electronic buzz marketing campaigns; advertisers seek out authors ofthe "right kind of blog" and trade product or currency for promotion. Instant messaging (IM)applications are also being looked at as a vehicle for carrying out buzz marketing campaigns witheither humans or IM bots doingthe pitching. As with all buzz campaigns, the power of the IM model relies on the influence anindividual has in an established small network -- in this case, his buddy list. Astechnology continues to facilitate the delivery of a electronic buzz marketing message easier, andsoftware applications make message deliveries easier to quantify, some advertising experts predictthat electronic buzz marketing techniques will become a standard component in all cross-mediaadvertising campaigns. Others warn that abuse of this potentially powerful electronic marketingtechnique will be its downfall.