Marketing buzz or simply buzz — a term used in viral marketing — is the interaction of consumers and users of a product or service which serves to amplify the original marketing message, 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. Some of the common tactics used to create a buzz include building a suspense around a launch or event, create a controversy, or reach out to bloggers and social media influencers. The term "buzz marketing" originally referred to oral communication but in the age of Web 2.0, social media such as Facebook and Twitter are also being used to create marketing buzz.
Buzz marketing works because individuals are easier to trust than organizations that may be perceived to have vested interests in promoting their products and/or services.
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.
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- Pursuing Marketing Buzz - NY Times article
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