eLab’s Knowledge Repository

eLab – Buzz marketing.ppt

Buzz marketing or word of mouth marketing are all about on thing: getting and influencing consumer insights. There are two main ideas behind these concepts:

• To find relevant and real-time information and to interpret it correctly in regard to an industry, a brand, or a business model.
• To create information and to transmit it via informal and personnal communication channels (rather than by mass media and traditional advertising).

There are also a few keys to a successful buzz marketing campaign:

• The product must be good and different: buzz marketing can only amplify existing features/qualities of the product.
• Information must be credible and people have to trust the information sources.
• Therefore, reputable experts and trendsetters must recommend the product.

Launching a buzzmarketing campaign is difficult enough, but measuring its returns is even harder. There are however several companies and solutions specializing in measuring consumer insights. Some examples:

• Nielsen BuzzMetrics offers a suite of technologies and services to measure, analyze and leverage the influential power of online consumers who share experiences, advice, opinions on everything from issues of reputation to customer service and product performance.
• Communispace builds private online communities and manages “customer conversations” with them, where businesses can have direct returns from targeted communities on whatever topic.
• Affinova proposes online “prototypes” for concept/product/package/promotion that instantly evolve according to consumer feedback.
• IC Agency provides tools and investigative know-how to evaluate brands’ positioning perceptions online and to correct this positioning if needed, notably in case of online abuse of a brand name.

Rate this / See ratings