Buzz Marketing As A Viral Marketing Tool - 1395 Words

Buzz marketing is a viral marketing tactic that is the interaction of consumers focused on maximizing the word-of-mouth potential of a particular campaign, product or service, exaggerating or sometimes modifying the original message. The emotion, excitement and brand facts are transmitted through conversations between consumers friends, family or the mass audience through word of mouth and use of social media platforms. (Rouse) Buzz marketing is a different approach to marketing than the traditional marketing strategies with use of radio, out of home, print or television. Traditional mass marketing entails advertising to the mass market with a goal of converting a portion of those consumers to a brand. Buzz marketing is all about word of mouth, and leverages, â€Å"not simply the power of the trendsetter, but also â€Å"the power of wanting to be the trendsetter†. (Walker,2004). Marketers activate buzz marketing as an effective, perceived unbiased message to gain trust and loyalty among consumers. Tremor feels that â€Å"buzz marketing is the most effective way for a message to travel through networks of real people communicating with others.†(Walker, 2004). The early starters that are originally targeted by marketers are the key to the message traveling from their internal circle to eventually penetrating the mass market. Word of mouth is not just successful when communication occurs b etween friends and family members, but acquaintances as well. To crate buzz marketers targetShow MoreRelatedDove Case Analysis1102 Words   |  5 PagesSWOT analysis: Strengths: Weaknesses: †¢ Unilever’s worldwide establishment †¢ Unconventional marketing strategy †¢ Word of mouth and Word of Mouse free publicity †¢ Campaign has a strong emotional touch †¢ Social responsibility- Dove established self esteem fund, which conducted self esteem workshops along with Girl Scouts to improve the self esteem of girls †¢ Dove’s brand loyalty †¢ Best known for functional superiority, i.e. beauty bar which does not dry the skin †¢ Changing perceptions of peopleRead MorePresentation On The 21st Of September 2016 Essay1441 Words   |  6 Pages NI0100 International Marketing Prof. Juan Daniel Celis Calvache Research report Real Time Web and Viral Marketing Alice DE VIRON Manuela COREDA Presentation on the 21st of October 2016 I. 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