Buzz Marketing - driving brands by word-of-mouth
December 2003"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...
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.
