The Beliscity Blog

Buzz marketing is a viral marketing technique that attempts to make each encounter with a consumer appear to be a unique, spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser.

Historically, buzz marketing campaigns have been designed to be very theatrical in nature. 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.

Although buzz marketing is not new, Internet technology has changed the way the way the buzz is being spread. Disney, for instance, is using enhanced video technology to personalize their corporate message and make viewers feel special.