Tuesday, November 18, 2008

What's All the Buzz About?

The concept of building buzz for a brand in marketing isn’t new. After all, when a marketer is trying to build buzz around a product or service, they are essentially trying to get people talking – word of mouth. Buzz can be good or bad. Red Bull essentially rose to the top this way, but Janet Jackson’s famous Super bowl performance also generated an enormous amount of buzz. The great thing about this route is that it is cheap and trusted more than any other type of marketing, no matter the nature of the message. Blogging is one tool that more and more marketers are utilizing.

Building buzz sounds easier than it is. As easy as it is for a consumer to pass on interesting tidbits about a company or product, it is just as easy for them to disregard it if it fails to catch their interest. You have to make it fun and/or interesting in order to keep people talking and writing about you. In addition, you have to follow up to maintain the interest in the demographic. Often marketers fail to do this and millions of marketing dollars are wasted. According to Saatchi marketing consultant Jon Ray, “A great way to remedy this is to build your product the best it can be, create a way to promote it that is newsworthy, couple that event with appropriate advertising and then continue to engage your consumer with branded content and relevant information on the web.”

It is important in the marketing environment today, to be innovative in order to create buzz. Some techniques that marketers use to get people talking include advertising, viral campaigns, guerilla marketing, public relations, crowdsourcing, blogging, and others. Blogging is an increasingly important tool for the Integrated Marketing Communication mix, as they are cheap and easy to maintain. Blogging has other benefits as well. Apparently, they are more “Googlelicious” than Web Sites and can offer just as much information. According to Patrick Galvin of Galvin Communications, professionals can benefit in three ways:

1. It shows existing clients/consumers as well as prospective parties added value
2. It keeps companies or professionals on the cutting edge of information
3. Blog posts rank higher than Web Site content therefore making them more visible

Remember: blogging is all about communicating. Buzz is about creating communication. By creating content that your audience is interested in and structuring it so that it flows like an interactive conversation, the buzz will come.

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