chapter  14
24 Pages

Buzz marketing: the next chapter

WithSchuyler Brown

This chapter gives you a thorough insight into buzz – the word of mouth effect, the transfer of information through social networks; and buzz marketing – the scripted use of action to generate buzz.1

Back in 2003, connected marketing activities such as buzz, guerrilla and influencer marketing were still emerging practices in terms of their recognition and credibility with marketers. Since then, a lot of buzz has burned through the world’s social networks. One example is the concept of ‘metrosexuality’ that [email protected] RSCG helped spread to the world. Some of the buzz about metrosexuality can be attributed to the able minds at various marketing agencies, but most of it was spontaneously ignited by consumers themselves.