Buzz marketing: How has this communication strategy revolutionized marketing communication approaches, and what are its limits?

Résumé du document

Internet has become a necessary channel to advertise. Studies have shown that Internet represents a huge market. This new media is also an opportunity to get rid of classical advertisement strategy. Quite a number of tools have been developed online to facilitate communication and advertisements between Companies and customers. With the development of high-speed DSL connections, Internet has become a faster and an innovative way to communicate. Complex coding languages such as Flash, Java and now Ajax (Web 2.0) are now facilitating creativity. Creating a community is the key point in online advertising as Internet is often assimilated as a worldwide community. To reach communities, companies have to integrate Internet in their marketing communication campaigns by using new methods.

Extraits

[...] They want to share their information and opinions with the rest of the world and try to impose their thinking to others. But some of them are also connectors and early adopters that represent the best target to seduce. Hence, this channel and specially bloggers represent a real opportunity for companies because once people have tested your service or product; they will spread easily and in few seconds the information on their blogs. This is the best publicity a company could have. [...]

[...] I Buzz Marketing: Principles When we talk about buzz marketing, we're actually talking about an old marketing technique. Buzz marketing can be defined as the new generation of an old powerful marketing technique called word of mouth. The ancestor of buzz marketing was very common for promoting a product or a service. Everybody is doing word of mouth by for example advising our family, friends to go see a specific movie or to eat to a specific restaurant. By doing word of mouth we're actually promoting something because we enjoy it and want everybody to discover it. [...]

[...] These kinds of blogs permits to offer a more creative and interactive way for illustrating the actual marketing campaign, whereas blogs from individuals are in most cases opinion givers. In the case of corporate blogs, it has for main goal to make the World Wide Web interested on their brand and talking to their brand on different website or blogs . As a result if we take this precise campaign (subservientchicken.com/), more than web pages are available on Google. But blogs are not the only way to buzz a specific company, product or services. [...]

[...] If you take the concrete example of www.youtube.com, it had become a real revolution in the way people are blogging. More than expressing by word their opinions they now offer video with sound to their blogs without any technical experience. This is a real advantage for companies that are now able to see their products widely broadcasted all around the word. The most recent and the more illustrative example is for the Nintendo Wii launched few weeks ago. If we connect to Youtube website and make a Nintendo Wii research we can see that there are results knowing that each video have been viewed in times in average. [...]

[...] The other main category is the connectors and the maven. Those persons are essentials in a buzz marketing campaign. Malcom Gladwell was one of the first to cite the term of connectors in his book: tipping Point”. What Malcom Gladwell defines as a connector is a person that knows a lot of people in different social and economical groups. These persons could be described as friendly people who enjoy contact and being with other. For them people they just met are not stranger but friends. [...]