chapter  13
11 Pages

Myths and promises of buzz marketing

WithStéphane Allard

Myths and misinformation abound in the world of buzz marketing. People say it’s cheap. It’s not; it’s cheaper. Others say word of mouth, viral and buzz marketing are all the same.They’re not; they’re different. Some say you have to have an exceptional product to harness the word of mouth effect.You don’t. Critics say you can’t measure buzz.You can. Others say that word of mouth marketing is risky. In fact, it’s no more risky than any other type of marketing.