Buzz Marketing - driving brands by word-of-mouth

The idea of ‘buzz’ in marketing is hardly new, although it hasn’t always been called that. But in the last few years years, a buzz ‘industry’ has grown up, arising partly out of the mid-1990s’ practice of ‘cool hunting’ and related strategies designed to make a brand cool, and partly from the possibilities created by new media, especially the internet.

Buzz Marketing - driving brands by word-of-mouth

December 2003
New Page 1

"Word of mouth is much more credible than your most sincere salesperson. It is able to reach more people, and faster, than advertising and direct mail because it can spread...