Online buzz tactics marketing is usually driven or built by “influencers”, or the first adopters of a product, eager to share their ideas about the product and engage in proactively conversations about the product. These people have generally established online presences and important followers on social media platforms like Facebook and Twitter, and have the power and influence over their subscriber base. The opinions of influeancers (and their community) are more easily noticed and can have a positive effect on sales and product knowledge. Sellers aim to bring these influencers together to create a buzz for their products. Some sellers target people known as “connectors”, or big name personalities and celebrities who can instantly give credibility and exposure to a product. Sellers looking for a big leap in product knowledge will look for connectors, aimed at instant shaking of social relevance.
Social media marketing is a major component of buzz marketing. Facebook and Twitter are two of the leading social media platforms where businesses try to maintain their presence. By using these and other smaller social networking sites, businesses can interact with their customers, receive feedback, resolve issues or concerns, and promote their products and services. The culture of a rich set of shareable content and the accumulation of solid monitoring on these sites allow consumers to obtain the necessary material directly from the company and, most importantly, allows the company to maintain a real-time dialogue with its members in order to foster an environment in which customers feel valued and informed.
Why is Buzz Marketing effective?
Word of mouth marketing is generally considered the best form of marketing. This is what began social marketing and, in particular, influencer.
But what exactly does Buzz marketing do to make everyone so excited?
Complete content What you don't get with all marketing strategies or campaigns is this content that encompasses everything that works on social media, web, email, PR and events. With marketing buzz, you use your “buzz” to create something great and let users do the hard work for you. If done well, buzz marketing can help you generate organic public relations (or at least easier), social interactions and conversations, web referencing, traffic and much more.
Fear of getting lost nobody likes to be left behind. Especially not in this digital age. Buzz marketing works especially well when people think they need to participate in the conversation, whatever it may be.
We see examples all the time, just recently with the viral social challenge initiated by nothing less than Dolly Parton. The challenge is to upload four different images of themselves for four different social channels, usually Facebook, Instagram, LinkedIn and Tinder. Celebrities like Mark Wright, Chrissy Teigen and Miley Cyrus were involved in the challenge. The hashtag #dollypartonchallenge has been used more than 480,000 times on Instagram alone.
How is a buzz marketing campaign developed and used?
The concept of marketing buzz has been around for many years. Circuses, for example, used to use morning street parades to make fun of potential spectators what their elephants and clowns would do during their evening shows. The walk of animals led to a conversation between the inhabitants of the city and soon the circus would be sold. Prior to television and the Internet, circus artists had a limited ability to market their programs beyond a few posters. The most effective way to get people to buy tickets was to spread the voice through a turn, like a parade.
Over the past decade, marketing buzz has become a specialized service for marketers. Those who are experts in the concept are constantly wondering: how can we get our consumers to keep talking about our products?
An increasingly popular way is through social networks. These platforms have proliferated in recent years, creating many ways for marketers to create buzz and maintain that buzz. Businesses use established social media, such as Facebook business pages, to talk directly with consumers and have them discuss a product with each other.
Some companies also create their own social networks. Clorox, for example, developed The Clorox Lounge, an interactive website that offers contests and forums for customers to talk about their bathroom experiences. The site encourages customers to continue to come back through surveys and emails. This creates a way for Clorox to stay connected with its customers in a way that wouldn't otherwise, and creates a buzz due to its unusual theme.
Marketing services can also use external bloggers to help them in their efforts. Knowing that an interesting fact can quickly spread on social media, marketers send product samples to bloggers before they are widely distributed. They expect a mention of the product in return.
An influential blogger, for example, will discuss the new product in a blog post that his subscribers read. These subscribers, in turn, can convey the message to their friends and highlight the product on the social media sites they use.
The Difference Between Viral and Buzz Marketing
A closer look at viral marketing Viral marketing is a strategy that is primarily based on social media to spread a company's message. By effectively using viral marketing strategies, you can significantly increase the number of actions and opinions your campaigns get, thereby increasing brand awareness and public engagement.
This technique is not easy to implement. There are several prerequisites for a successful viral marketing campaign. Christopher Parker, marketing specialist at Flatfy, discusses the following principles of viral marketing:
- Call to emotions. A viral message always approaches a specific emotion, so you need to create it in a way that causes a certain feeling.
- There are no obstacles to the message. A successful viral message moves quickly across different social media platforms.
- Real-time media monitoring tools allow you to track the performance of your marketing efforts by receiving real-time alerts and customizable reports.
Key Differences:
The main difference between viral marketing and buzz is how messages reach the target audience. With viral marketing, messages gradually reach people, slowly increasing the momentum. On the other hand, with marketing buzz, messages are sent to a massive audience at once.
There is also a difference in how your organization sends its messages. While viral marketing is primarily based on social media, buzz marketing campaigns usually take place around an event where the message can reach millions of people instantly.
Although viral marketing and buzz have the same goal, choosing either of these two strategies will depend on how quickly you want your message to spread.
Ultimately, both strategies are very effective and require an effective marketing strategy.
How to create a buzz?
Is buzz marketing important? Well, when 83% of consumers rely on peer recommendations about advertising ads, how irrelevant could it be?
Focus more on people and less on the product
Although your brand or product is in the spotlight, people have a more important role to play in creating a buzz around it. The only way you can succeed in creating a buzz is to focus all your marketing communication strategies on needs, desires, interests, hobbies, etc. Use Influencer Marketing
It is a proven fact that people trust influencers more than any advertising. Using influencers for your benefit can help you get the attention of your subscribers positively.
Using the principle of scarcity
The principle of shortage is the rarity induced by the brand to create a gap between demand and supply of the product. The phenomenon is on the rise with the increasing popularity of flash sales on ecommerce websites, as it not only increases demand, but also creates a buzz around the product.
Shortage techniques
such as flash sales, time-limited offers, use or loss of offers, limited user offers, etc. can help you create a buzz around your product and increase your demand.
