With the advance of the 21st century, the tactics of promoting a product have become more and more diversified. However, creating a “buzz” or noise has proven to be a successful promotional technique if done correctly.

From the common vernacular, buzzing means noise or sound. Buzz marketing is done when people are talking about a particular product and/or service, thus spreading the word among others. It can be done by people unintentionally (ie talking about a new movie/new phone) or by the brand promoting the product. Before, buzz marketing relied mainly on oral communication. Today it can be done on most of the social media platforms available.

Who can create a buzz?

Almost any consumer of a product can initiate buzz marketing for the product. It can also be started by individuals talking in groups or circles of friends about an upcoming product. For example, many people start speculating and discussing new versions of iPhones long before they come out, thus creating a huge buzz, which greatly helps in increasing iPhone sales.

The best way to create buzz for a product is through influencers. Influencers are people who have a certain reputation, for example a blogger or a celebrity. Influencers can also be young people who have considerable control over their circle of friends. An influencer can introduce a new product to their fan base. As a result, the fan base (individuals) start talking about the product, thus spreading the word among other people or in a whole community.

However, with the rise of social media platforms, most businesses run their buzz marketing campaigns on popular social media platforms like Facebook and Twitter.

Techniques

The main idea of ​​buzz marketing is to get people talking about the desired product. For this, marketers are helped by something unique or controversial. An ad can be so unique that it can get people talking. Similarly, an ad can create controversy and thus cause people to argue about it. No matter what the outcome is, these tricks keep people talking about the product for quite some time and word of mouth spreads.

Positive result vs. negative result

A promotional tactic can sometimes produce a positive result and sometimes a not so positive result. The main objective of buzz marketing is to create positive influences for the product in the customer’s mind so that the buzz continues to gain more and more popularity. Studies show that buzz marketing is closely related to the awareness and image of the products among potential customers.

Unfortunately, not all results of advertising campaigns turn out to be positive. Sometimes an advertising campaign is misunderstood or misperceived by its target audience. Although, whether a positive result or a negative result creates more “noise” is a moot point. Many would argue that if a marketing is “negative” then people would tend to talk about it more.

Effectiveness

Buzz marketing can be a more effective tool compared to other marketing tactics simply because people tend to trust each other when it comes to using a product. Person-to-person communication is most effective in manipulating a potential consumer’s point of view about a particular product and purchase decisions. Especially with the proliferation of social media (ie Facebook, Twitter), a marketing buzz can be very useful once started. As these platforms are frequently used by millions of people and are purely based on sharing, a business can get effective results and reach people in all corners of the world.

future

In the era of rising social media and digital marketing, buzz marketing has a remarkable future ahead of it. Today, most of the buzz marketing is done on social networks so that all users can access and share the promotion of the product. Although buzz marketing has established itself as a reliable method of product promotion in a short time, the best is yet to come.