Buzz Marketing (Semi-extended Outline)

My goal in this outline is to define a clear structure of the final paper I will write about Marketing Word of Mouth (Buzz Marketing). I wont get into depth of each point but I will express the concerns I can have about the final project. This structure could be sensitive to changes if I think it is convenient while I write the final paper.

1.     Introduction

a.     The need of not conventional ways of marketing

In today’s world, consumers are saturated with publicity, and spots, and there is so much information they can reach that there is sometimes some skepticism created around the conventional ways of marketing. This is when buzz marketing appears. The key factor that involves this technique is simple: TRUST. This is the sensation transmitted when someone close to us gives us the opinion they have about a product.

This is why in buzz marketing the relations between people, users and consumers are not just important but also necessary. Furthermore this is the main way of communication and transmission of information.

b.     What is Buzz Marketing?

The Buzz Marketing is a technique based on the rumor extension or the exchange of information from a person to another one. This information is usually recommendations and also general information someone can give us but in a more informal way than in the communication media or traditional marketing. The Marketing Word of Mouth is normally referred to spoken communication, but Internet dialogs, like blogs, chats or e-mails are also sometimes included

c.     Why is Buzz Marketing so effective?

There are different studies that indicate the importance that have the recommendations of family members, friends or experts when a consumer is thinking of buying a product or service.

2.     Body

a.     Spreading the Buzz

The success of a Buzz Marketing Campaign depends on two main factors:

                                               i.     Its just necessary a credible and simple idea to provide consumers a reason to talk about your product or service

                                             ii.     Find the adequate spreading media to start it and extend the buzz quickly

To create a buzz, marketers have to find prospects capable of starting a chain reaction and that they feel comfortable talking about to product and the company. Then, they have to boost “interested opinions” with “alternative” media and using the right language. Finally, providing a “flow of information” between influential persons and potential consumers is also a key factor.

b.     The incompatibility of Buzz Marketing with other Marketing Techniques

Obviously Buzz Marketing has an effect that is that it can’t work without the dispensing of other strategies or marketing techniques. This is why in some countries companies pay people to talk or spread the information.

This is where technology comes into the field as it also has importance in this communication or marketing techniques. Today, bloggers are getting more and more significance when they talk about a product or give their opinion about it. As we have already said, the Internet is the main actual way of transmitting information.

c.     Buzz Marketing among college students

I still have to do more research about this point. Anyway, college students are a specific and wide segment that have many points in common (regardless of their diversity) and are the best target for this technique. We have to have in the top of our minds that college students are the segment of the population that are more into innovation and (usually) also have a wider social activity among their group of friends, known people, or class mates, sharing opinions and concerns which is the fastest way of using this technique.

In this point I have some concerns about how much specific information I can get and if I should try testing this technique spreading a buzz.

d.     Examples of Buzz Marketing techniques

In the paper I will put some examples of companies using buzz marketing or publicity campaigns that have focused in this technique. I will also share some links to interesting posts or podcasts of authors as Mark Hughes talking about the topic.

3.     Conclusion

a.     An old technique that marketers now are taking advantage of

Buzz Marketing is a communication technique that does not come from a new concept. In a natural way has always been manifested as an exchange of opinions or recommendations among consumers and know marketing experts are taking advantage of them to develop elaborated messages to achieve a wider diffusion and publicity of their products.

b.     What I have learned from this study

                                               i.     Learning about the technique itself

                                             ii.     The advantages marketers can take from them

                                            iii.     How to best apply it among college life

My concern in this point is if I will really learn the best way of taking advantage of this technique and use it among college students. My really concern actually is if I will stay among the ways students already use the word of mouth or I will really understand the best way to spread the buzz.

c.     Application to Customers Insights

How understanding this technique and especially among the college students can offer a deeper understanding of customer insights and how can marketers use this to improve the customer experience. In this way also how companies can use this information to build a better brand image and awareness.