Buzz marketing refers to marketing strategies used to capture the attention of the customers and other influencers to amplify the marketing message to an extent where talking about the brand, product, or service becomes entertaining, fascinating, and newsworthy.
Buzz marketing is a subset of viral marketing and word of mouth marketing. But to understand it to the fullest, it is very important to understand the meaning of the word buzz. A buzz is a trigger which results in the word of mouth marketing. It can be an idea, a phrase, a tagline, the logo, a mascot, an advertisement, or any other trigger which makes people talk about the brand or its product.
Buzz starts conversations. It is the great/different/weird idea or a story which others are willing to share.
How Buzz Marketing Works?
A buzz can be created by a wink by a female actor, an outspoken leader, a great tagline, or an ambush marketing strategy like this:
Word Of Mouth Marketing
Word of mouth marketing starts with buzz marketing. It involves planning a buzz so well that motivated, satisfied, or impressed people belonging to your target market start spreading your message voluntarily.
Fear Of Missing Out
No one wants to feel ‘left out’ in this digital era triggered by the social media. Not having a vital information or having a feeling that one is not a part of the ‘in’ group releases enough psychological stress that acts as a threat to them. This makes the buzz easier to convert into word of mouth marketing as it has more conversational value. Plus, the social media acts as a catalyst.
Baadeer-Meinhof Phenomenon is a situation where one stumbles upon an unfamiliar word, name, or buzz, and soon afterwards encounters the same subject again, often repeatedly.
It’s the phenomenon which makes you say “I recently heard about it and now it’s everywhere”.
Buzz marketing sends you the same message through different channels which makes you experience this phenomenon quite often and the message sticks to your mind.
The meme marketing strategy is based entirely on this phenomenon.