Marketing buzz or simply buzz is a term used in word-of-mouth marketing. The interaction of consumers and users of a product or service serve to amplify the original marketing message.[1]
Some describe buzz as a form of hype among consumers,[2] 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]
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
- ^ Thomas Jr, Greg (2006-07-11). "Building the buzz in the hive mind". Journal of Consumer Behaviour 4 (1): 64-72. http://www3.interscience.wiley.com/journal/112587927/abstract?CRETRY=1&SRETRY=0. Retrieved 2009-06-08.
- ^ a b Renée Dye (2001-01-29). ""the Buzz on Buzz"". Harvard Business Review. http://hbswk.hbs.edu/archive/1956.html.
- ^ 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
- Salzman, Marian; Matathia, Ira; O'Reilly, Ann (2003). Buzz: harness the power of influence and create demand. John Wiley and Sons. pp. 246. ISBN 0471273457. http://books.google.co.uk/books?id=sf85DYe9140C. Retrieved 2009-06-08.
- Pursuing Marketing Buzz - NY Times article
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