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 like wildfire"

George Silverman, The Secrets of Word of Mouth Marketing

The idea of buzz in marketing is hardly new, although it hasnt 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...

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