Buzz is defined by Emanuel Rosen in Anatomy of Buzz as “the aggregate of all person-to-person communication about a particular product, service, or company at any point in time”.
Through our need to communicate and connect with each other, facilitated by the Internet, Mobile Phones, E-mail and numerous other ways, it’s become the number-one way to get information about flights, hotels, cars, music, cinema as well as countless other information we feel the need to have.
Many companies still do not see the benefits or the need to regard buzz marketing as part of their integrated media plan. These same people are however quite happy to quote the number of people who tell friends about their positive or negative experiences – is that not buzz marketing at work? It should be comforting to know that companies can actually not only control the process but use it to their advantage. Many actually do though not all are aware of it.
