Download eLab – Buzz marketing

Buzz marketing
• Concept
– To find relevant and real-time information and to interpret it
– To create information and to transmit it via informal and personnal
communication channels (rather than by mass media and
traditional advertising)
• Key issues
– Buzz marketing can only amplify existing qualities of a product
– Information must be credible and from trusted people (experts and
trendsetters)
GL-eNestlé
Buzz marketing
• Measuring/influencing buzz
– Nielsen BuzzMetrics measures, analyzes and leverages the
influential power of online consumers
– Communispace manages “customer conversations” with
private online communities on topics chosen by businesses
– Affinova proposes online “prototypes” that instantly evolve
according to consumer feedback.
– IC Agency investigates brands’ positioning perceptions online
and corrects this positioning if needed
GL-eNestlé