Is buzz marketing the future for all marketing?

Buzz marketing is about creating buzz around your brand, getting people to talk about it as much as they can, generate involvement and good will. Also known as viral marketing or word-of-mouth communications, different from word of mouth as we know it; this is a channel that we learn about in business schools, one that has such a short history that it's hard to say it is well established.

It has been going on though, before any advertising appeared, but the development of technology stole it's power. Now it's even stronger, integrated and using technology to claim back it's throne.



Let's think of that for a second. First of all, we all take a friend recommendation instead of believing the traditional marketing communication channels : advertising, direct marketing or personal selling. Any kind of message coming from the advertiser's part is automatically shut down by our brain. It is, of course, a natural way of reacting at today's clutter in paid communication.

Second, it is a new and involving way of creating a brand and offers you endless possibilities in creativity. You can surprise people and therefore, fight for that place in their mind with an innovative tool.

Third, not everyone knows how to use it. When I say word of mouth or viral communication, I do not restrict it to the on-line (rather disappointing) activity: people receiving messages to forward to their friends. On-line is only one medium that can be used, but I personally believe word of mouth is more effective when it spreads through direct contact. Naturally, people don't have so much time these days, so the on-line could spread it faster, but less credible. But most people have to learn how to integrate it with other communication channels and make the most effective use of it.

Still, Word of mouth marketing predicts that from 2007-2011, 92% of men and 95% of women say a friend recommendation is likely to influence a purchase. The numbers could be a bit exaggerated but the percentages are still extremely high.

US spending on buzz marketing in 2007 was 1.1bn (Word of mouth marketing), rising by 36% yearly.

US is leading the 'viral way' with companies such as Sony, Nestle, AOL and Ralph Lauren using buzz marketing. Procter&Gamble and Phillips are already using it in the UK, while Coca-Cola and Kellogg are starting themselves to experiment with it.