First, let’s examine the term “buzzword.” A buzzword is a word or a phrase that becomes popular, fashionable, and is used to impress others. In addition, to “buzz” can be defined as talking excitedly, often by spreading rumors and gossip… Everyone loves gossip, right? Not necessarily.
Buzz marketing, then, is really about infecting the customer base with enthusiasm so they’ll spread the word to their friends, family and peers. This type of marketing is also referred to as ‘viral.’ It begins with a word-of-mouth promotion, which then generates the buzz it needs to take off. If something really takes off, the rewards are huge. Finding the next Grumpy Cat or Meme is a goal for many web marketers.
Targeting Influencers Who are Happy to Spread the Word
Buzz marketing itself is nothing new, but technology’s extensive and increasingly personalized reach is revamping this tried and true method.
Specifically, SearchCRM explains, “the advertiser reveals information about the product or service to only a few “knowing” people in the target audience. By purposely seeking out one-on-one conversations with those who heavily influence their peers, buzz marketers create a sophisticated word-of-mouth campaign where consumers are flattered to be included in the elite group of those “in the know” and willingly spread the word to their friends and colleagues.”
This highly influential, in-the-know individual is made to feel unique through targeted ads that appear entirely spontaneous, individual, and authentic.
Ways Mobile Marketers Create Buzz
Memes, infographics and videos are just a few popular ways buzz marketing is currently being used by mobile marketers. In order to look edgy and cool, they create content that is controversial, taboo, or otherwise challenges “the borders of taste or appropriateness,” as University of Oregon’s School of Journalism and Communication so aptly put it.
According to Bloomberg Businessweek Magazine, “The initial contact may look spontaneous, but it’s anything but. Buzz campaigns are meticulously planned and the results carefully measured. Marketers are even attempting to quantify how often their message will be passed along and how many downstream consumers they need to influence before a fad is born.”
Creating Buzz with Internet Video
According to an infographic posted Vimeo from Green Buzz Agency, 57% of all consumer internet traffic in 2014 is expected to be generated from internet video. Furthermore, if companies want a first page Google ranking, online videos are 53X more likely to get one than text pages.
Will your company create the provocative, highly targeted, subtly persuasive videos that will generate the buzz needed to send your brand trending to the top of the charts?