Buzz marketing: what it is and how to apply it to your online store
Posted: Tue Dec 03, 2024 7:19 am
Have you ever thought about what it would be like if your customers were responsible for promoting your brand organically? It would work something like this: a satisfied customer shares their good experience with another, who in turn passes the message on to another, who then spreads the news to a third, and so on. Well, that's buzz marketing, which uses word of mouth to increase the reach of a message.
The goal of the strategy is to create a buzz on the internet to engage consumers, generate brand recognition, educate the market and sell. And best of all, it is a low-investment action, since consumers spontaneously become brand promoters.
So, how about sleeping with this noise? Keep reading and we’ll explain everything about buzz marketing!
What does buzz marketing mean?
Basically, buzz marketing is a strategy based on creating a buzz around a certain topic. In this context, actions are taken to get the brand on people's lips.
If we break down the term, you can better understand security and commodity brokers email list how it works. See: loosely translated into Portuguese, buzz means “buzz”, hum, murmur, rumor or something like that.
So, buzz marketing is nothing more than using this word of mouth to generate value for a product, service or brand.
See also: Everything about digital marketing and tips for your brand .
Buzz Marketing x Viral Marketing
Firstly, both strategies aim to increase the reach of actions. However, buzz marketing and viral marketing work in different ways.
You see, viral marketing focuses on campaigns that spread quickly across social media. So, the main goal is to get lots of shares so that the message reaches as many people as possible.
On the other hand, buzz marketing is more linked to dialogue. In other words, it is not enough for the consumer to simply share interesting content on their personal page.
In fact, it is necessary for the person to interact with the message in some way — whether through comments, reviews, recommendations, etc. This way, it is possible to extend the debate period and keep the brand on people's lips for longer.
Furthermore, there is the issue of reach. Despite valuing high reach, buzz marketing works with a more segmented audience. After all, instead of reaching as many people as possible, the strategy aims to reach the right people.
Worth reading: Guerrilla marketing — what it is and how to do it.
What are the advantages of buzz marketing?
First of all, buzz marketing is great for turning regular consumers into brand promoters. That is, the consumer buys from your e-commerce site, enjoys the experience and decides to spread the word far and wide.
And of course, this brings countless benefits to companies. Below, we explain the main advantages. Check it out!
Low cost
Think about it: the main medium for buzz marketing is the voice of consumers — which is free. So, investing in word-of-mouth strategies is a great way to save money on marketing campaigns.
But look: this doesn't mean you should stop investing in paid media , okay? However, you can optimize resources with high-impact, low-cost actions.
High range
Although it doesn't focus as much on reach as viral marketing, buzz marketing also has the power to generate buzz on the internet to reach more people. In practice, the strategy works like a kind of megaphone, you know?
Gain of authority
Consumers trust the opinions of other customers much more than they trust brand communications. And since buzz marketing gives consumers a voice, this movement tends to generate authority and credibility for the brand.
Learn more: How to transfer trust and credibility to your client .
What are the main Buzz Marketing triggers?
At first glance, it might seem like buzz marketing is easy, right? After all, all you need to do is offer good experiences and offer incentives to consumers to generate positive word of mouth, right? In fact, that’s not quite the case!
To create a good buzz, you need to act strategically. That’s where buzz marketing triggers come in to awaken feelings and encourage behavior. Find out!
Taboo trigger
The taboo trigger is activated when the company uses subjects considered controversial by society. For example: sex, gender identification, religion, racism, feminism, and so on.
By the way, we're not talking about illegal and forbidden topics, you know? On the contrary: in general, talking about taboos is necessary because it creates a certain discomfort and calls people to reflect.
An example of this is what Boticário did in 2015 in a Valentine's Day campaign . On that occasion, the brand brought, for the first time, homosexual couples to star in the campaign.
The ad caused quite a stir on social media, with threats to boycott the brand for allegedly “disrespecting the traditional Brazilian family.” But let’s agree that the campaign was not at all disrespectful, right? After all, celebrating diversity in love is a position of respect.
In fact, the campaign even received awards for addressing a sensitive topic without fear of negative comments on social media.
And despite the great buzz that actions of this type cause, it is worth remembering that it is necessary to be very careful when addressing sensitive topics.
The goal of the strategy is to create a buzz on the internet to engage consumers, generate brand recognition, educate the market and sell. And best of all, it is a low-investment action, since consumers spontaneously become brand promoters.
So, how about sleeping with this noise? Keep reading and we’ll explain everything about buzz marketing!
What does buzz marketing mean?
Basically, buzz marketing is a strategy based on creating a buzz around a certain topic. In this context, actions are taken to get the brand on people's lips.
If we break down the term, you can better understand security and commodity brokers email list how it works. See: loosely translated into Portuguese, buzz means “buzz”, hum, murmur, rumor or something like that.
So, buzz marketing is nothing more than using this word of mouth to generate value for a product, service or brand.
See also: Everything about digital marketing and tips for your brand .
Buzz Marketing x Viral Marketing
Firstly, both strategies aim to increase the reach of actions. However, buzz marketing and viral marketing work in different ways.
You see, viral marketing focuses on campaigns that spread quickly across social media. So, the main goal is to get lots of shares so that the message reaches as many people as possible.
On the other hand, buzz marketing is more linked to dialogue. In other words, it is not enough for the consumer to simply share interesting content on their personal page.
In fact, it is necessary for the person to interact with the message in some way — whether through comments, reviews, recommendations, etc. This way, it is possible to extend the debate period and keep the brand on people's lips for longer.
Furthermore, there is the issue of reach. Despite valuing high reach, buzz marketing works with a more segmented audience. After all, instead of reaching as many people as possible, the strategy aims to reach the right people.
Worth reading: Guerrilla marketing — what it is and how to do it.
What are the advantages of buzz marketing?
First of all, buzz marketing is great for turning regular consumers into brand promoters. That is, the consumer buys from your e-commerce site, enjoys the experience and decides to spread the word far and wide.
And of course, this brings countless benefits to companies. Below, we explain the main advantages. Check it out!
Low cost
Think about it: the main medium for buzz marketing is the voice of consumers — which is free. So, investing in word-of-mouth strategies is a great way to save money on marketing campaigns.
But look: this doesn't mean you should stop investing in paid media , okay? However, you can optimize resources with high-impact, low-cost actions.
High range
Although it doesn't focus as much on reach as viral marketing, buzz marketing also has the power to generate buzz on the internet to reach more people. In practice, the strategy works like a kind of megaphone, you know?
Gain of authority
Consumers trust the opinions of other customers much more than they trust brand communications. And since buzz marketing gives consumers a voice, this movement tends to generate authority and credibility for the brand.
Learn more: How to transfer trust and credibility to your client .
What are the main Buzz Marketing triggers?
At first glance, it might seem like buzz marketing is easy, right? After all, all you need to do is offer good experiences and offer incentives to consumers to generate positive word of mouth, right? In fact, that’s not quite the case!
To create a good buzz, you need to act strategically. That’s where buzz marketing triggers come in to awaken feelings and encourage behavior. Find out!
Taboo trigger
The taboo trigger is activated when the company uses subjects considered controversial by society. For example: sex, gender identification, religion, racism, feminism, and so on.
By the way, we're not talking about illegal and forbidden topics, you know? On the contrary: in general, talking about taboos is necessary because it creates a certain discomfort and calls people to reflect.
An example of this is what Boticário did in 2015 in a Valentine's Day campaign . On that occasion, the brand brought, for the first time, homosexual couples to star in the campaign.
The ad caused quite a stir on social media, with threats to boycott the brand for allegedly “disrespecting the traditional Brazilian family.” But let’s agree that the campaign was not at all disrespectful, right? After all, celebrating diversity in love is a position of respect.
In fact, the campaign even received awards for addressing a sensitive topic without fear of negative comments on social media.
And despite the great buzz that actions of this type cause, it is worth remembering that it is necessary to be very careful when addressing sensitive topics.