Doing the buzz

Roderick White introduces Admap's focus on buzz marketing. He explains what word-of-mouth marketing (WOMM) is, and how the internet has created 'a bearpit of comment, hearsay, urban myth and expertise' that is largely out of the control of the brand managers.

Doing the Buzz

Roderick White

Marketing is so full of fashions that it is easy to dismiss new ones out of hand. You could take the view that the latest craze, for word-of-mouth marketing (WOMM), is merely an extension of something that has been around for...