Why So Much Buzz...........About Buzz Marketing?

Lately the marketing world is obsessed with “buzz” marketing. Ironically, buzz has become a ‘buzzword’! Obviously, there is some substance to this and brands would be foolish to ignore the potential and value.

Wholly new brands have been created and launched on the back of buzz marketing (think: Susan Boyle). Traditional brands have been chastised for missing the opportunity, or worse punished for blunders in the space. (think: J&J’s blog response to the ‘Motrin Motherhood’ web ads).

But is “buzz” really new? The modern marketing era has included one constant; the power of personal experience as a motivating force for others. Now, the approach and its application have evolved and changed as technology has done likewise. These changes have increased the access, velocity, reach and ease of launching buzz. At the same time, brands have less control over the message than ever. So you have to be sure it is right before you unleash it.

As the technology has shaped this evolution, each generation of marketer embraces it as it if it were a new creation. But while, the language and terminology may be different, we are looking at a continuum. One that has grown and stretched as media has allowed. Is the publicity stunt of years ago that vastly different from a web based video or guerrilla marketing campaign?

Yes, the internet and electronic press releases has changed PR from relationship management just to get a press mention. With the web came email and with it another tool – viral marketing. “Going viral” was another major buzzword early this decade, which tapped into the notion of having customers pass on your message, somehow – usually through engaging and amusing content.

The over use of the term "Buzz" has obscured the practical and valuable role it fills. The underlying approach taps into the great power of ‘word of mouth’ endorsement. Positive WOM is the Holy Grail for marketers, customers who are so committed and engaged with your brand that they actually advocate for you. We know this is a two step process, where thought leaders or other influentials form opinions and then lead the actions of others. Athletes, celebrities or experts have typically filled this role in media advertising. Lately, we this has expanded broadly as the definition of ‘celebrity’ has changed to include celebrity chefs, reality TV personalities, bloggers, etc. The growth of blogs, social media (FaceBook,Twitter, YouTube et. al.) the increased role of smartphones and mobile media has made it so easy for buzz to occur.

Buzz may not be new, but it is a reality. In the 1990s traditional brands may have turned to buzz marketing as way to make them ‘cool’, but it has grown beyond that limited role to become a core vehicle. Do not mistake the hype as noise. Buzz – or whatever we call it – is a real and powerful element of the mix.

As always, integration of message and content is key, but is essential that brand communications plans and media approach be broad and clear.