In this post, we will explain what buzz marketing, which encompasses this concept, the key points for a successful Buzz marketing campaign and the 2 most representative examples of this marketing technique is.

Buzz Marketing definition

A good definition of Buzz Marketing can be:

Buzz Marketing  is a marketing technique known as  “word of mouth”, “word of mouth” or “mouth-ear” which is to generate a high degree of confidence and satisfaction in consumers to get them to be transmitters of information and the recommenders of the benefits of the brand in order to  viralize the product and increase sales .

Buzz Marketing concept

The  Buzz Marketing concept can be framed within viral marketing, and its goal is to generate conversations between people about a brand or product. This “word of mouth” marketing technique is based on consumer confidence in a product or service. And it is this trust that conveys the knowledge of the benefits of a product or service through a close or known person, and not through advertising in media and other traditional marketing techniques which makes the consumer trust and end up buying.

5 Steps to an effective Buzz Marketing

1. Teaser

The brand has not yet been made public. In this phase, we will go to the most influential sector of our target to capture their interest in the product. A good example would be Gmail, which at first was a product that only a few could access, which generated expectation and cultivated the curiosity of the people so that when it came out that everyone wanted to have it. This step is not mandatory, and the Buzz Marketing campaign can be quite successful without it.

2. Confidence

It is important that we generate confidence in the consumers from this moment and throughout the diffusion of the product to improve its reception and word of mouth. For this, we will use benchmarks, important bloggers of the sector, demonstrations, etc. to increase confidence in consumers.

3. Disclosure

Introduction or exposure of the product or service to the rest of the market. In this phase, it will be important that you have correctly defined your distribution strategy to ensure that you support a possible exponential increase in demand.

4. Marketing

At this point normally your product will need the support of marketing techniques on and offline to enhance its dissemination. We can use press releases, street marketing, viral content on social networks, online advertising …

5. Control

Control and enhance the viralization of the product or service through monitoring, analysis and correction and strengthening of strategy if necessary.

WHAT WORKS IN VIRAL MARKETING?

If you want to know what works and what does not in viral marketing, do not miss our post with:

  • The best tips to get your viral content.
  • Resources to enhance the viralization of your content.
  • The best examples of viral marketing.

SEE OUR POST IN VIRAL MARKETING

6 Key Points in Buzz Marketing

To achieve a  viralization of our product through word of mouth we must take into account the following points.

1. Communication

Our means of communication is the consumer, so we must focus all our communication strategy on it.

2. Satisfaction

The degree of consumer satisfaction must be very high for it to become an “evangelist,” so if your product is not perfect superior in some aspect, this strategy is likely not to work.

3 Superiority

Your product will be evangelized when it clearly exceeds the competition. Usually, that something will be the price or the quality of the product, but there are many ways to overcome your competition. If you want to know them, I recommend reading  “Strategies of sale: How to overcome your competition.”

4. Viralization

Buzz Marketing is not incompatible with referrers, influencers, endorsement or advertising in general. In fact, supporting your  Buzz Marketing campaign with these marketing techniques will help you viralize your product more quickly.

5. Internet

As a recommendation, focus more on the internet and online media (bloggers, social networks, online advertising …) to give that boost to your Buzz Marketing. Internet and viral marketing are so related that without online strategy the viralization will never come, and if it arrives, you will not have the strategy to control it and make the most of it.

6. Measurement

As in any other campaign, you must measure with your monitoring tools what is happening to know how your strategy is working, if you must change something, what actions to strengthen, etc.

 

Disadvantages of Buzz Marketing

The negative characteristics or drawbacks that define buzz marketing are:

  1. The absence of control in interpersonal communication.
  2. High investment in product and distribution.
  3. The difficulty of viralization of the product.
  4. High dependence on the consumer.

Buzz marketing Examples

Example Buzz Marketing Apple

The best example that exists about Buzz marketing is that of the Apple brand. They have done very well since the Macintosh, and along with advertising, word of mouth has been their greatest ally.

As you can see, a good strategy of Buzz marketing is not based solely on the product or the referrers, and although it is almost impossible to carry it out without creating an experience around the product, you will not be able to do it with this either. To achieve success and cause viralization will always have to be supported in a large number of marketing actions that help and enhance dissemination.

Example Buzz Marketing Starbucks

Another example of Buzz Marketing is Starbucks. This company recognizes that its main advertising is word of mouth, but this does not come alone, to achieve this it is necessary to ensure that each product sold is an experience, and this is something that the company can control. In the case of Starbucks we see that:

  1. The client’s name is written on the glass along with a smiley face.
  2. The employees always attend you with a smile on your face.
  3. The product is of quality generally superior to its competition.
  4. The place is cozy, with comfortable places to sit and ambient music to relax.
  5. They have free wifi for customers.
  6. Reward customers with a loyalty card.

As we can see, the fact that getting a coffee becomes an experience creates that buzz marketing, making consumers upload pictures of the place, of their smiling drink and comment on both social networks and with others the great place that is Starbucks to relax and have a coffee. The phenomenon that suffers so well received by where it is that they are already present in more than 75 countries.

 

And you, have you already created your viral Buzz Marketing strategy?

It is like people to grow up playing. When you are born, you are given a rattle and a stuffed animal, when you are 3 or 4 years old, we have the first doll or the first plastic car to throw you down the stairs and make you hit the walls of the house. We continue to grow, and the game is still linked to our lives, we play in the playground of the school, on birthdays, with friends or even alone with our console. Sometimes, we are so in the game that we make the mistake of taking life as such.

But all that does not stop there, the game as life also evolves, thus reaching the working world of people. And this is where I start talking about the main theme of this post, the GAMIFICATION.

There are many who still do not know this term or that includes under his name, that is why I will start with a brief definition:

What is Gamification?

Gamification is a method that integrates different game strategies in non-recreational environments, whose main objective is to motivate and make more enjoyable the work of employees of a company.”

The gamification was born in the digital media industry in 2008; it began to be used in the education sector where teachers sought to make more bearable fun and to learn for their students. It was a tool that favored both students and teachers since what was achieved was to enrich teaching and improve academic results. Now it is in the big companies where this strategy of making work compatible with fun is being implemented.

What is intended to achieve with gamification?

It is very simple, the companies that have implemented this method are looking to motivate the work of their employees so that they are more efficient, through games in which they can get rewards, scores, be in the top of the ranking and thus get more recognition within the entity.

The gamification follows a course of three steps that also follow the traditional games with which we have grown all our lives. They are the mechanics, the process and the components of the game.

  • The mechanics of the game: consists of making the user get involved in the game in a dedicated and fun way to level up, earn points, get medals and prizes, etc.
  • The process of the game:  here are the personal motivations of each that are fed by the rewards, the prestige achieved and the recognition achieved.
  • Components of the game:  they are the avatar of the different players, the accumulated points, the badges, etc.

A company has two ways of approaching gamification, one is towards employees, and another is towards customers. What does the company want to achieve with this tool? Engagement.

The company seeks several things with this strategy, among them are to improve the brand image in social networks, optimize interdepartmental processes and retain both employees and customers.

Gamification focused on employees

Through gamification, we can motivate employees in daily work and increase their competitive spirit, which usually results in good results for the business. In return, workers will receive a unique identity, an approach to others, improvements in their learning, prestige, and recognition within the business.

Gamification focused on users

Some clear examples of gamification focused on users are those carried out by Foursquare and Line.
What Foursquare does is intensify its use with the badges that are unlocked as the user registers in more places. The more, the better.
The line uses techniques that consist of making users download and actively use other Apps, and as a reward, Line gives them stickers or coins of the application.

Why is a gamification strategy so important for a company?

Today almost all people have a very close link with our Smartphone, this means that the mobile environment offers many possibilities for a company to interact with employees or customers, with some to increase sales and others achieve loyalty, respectively.

An estimate was made, and it is expected that in 2015 more than 40% of large companies will use this technique. In this year gamification has found its place in the mobile channel since many multinationals find in mobility a new opportunity to be able to grow their business and in apps the perfect base to be able to carry out those processes that improve the performance of your employees.

Finally, I will tell you what some of the keys to knowing where the mobile channel can fit in your company are. The first thing that the company must do is identify the objectives that it intends to achieve within this type of channel, that is, that it searches with this strategy, because it considers the possibility that the world of mobility can bring positive results, etc.

The most common objectives

Objectives that entities seek in this type of expertise are:

  • Branding create or improve a powerful brand image on the internet and innovative.
  • Engagement:  provide value to clients in order to achieve their loyalty.
  • Increase in sales:  a very recent study states that 75% of companies declare that they have made more sales thanks to mobile. And it was estimated that mobile sales would be more than half of online sales in 2018 and so on for 2019.

We can conclude by saying that gamification is a very innovative activity capable of achieving very positive results for a company. It is an almost sure bet for the growth of companies, employees, and customers. Everyone gains motivation, learning, and satisfaction.

Thank you to all for reading us. Hugs!

It is well known by all the great change that the Internet meant in our lives and how it was not going to be less, marketing adapted to that new era. The Digital Marketing or Online Marketing has pursued the use of the Internet and gave us opportunities to promote a business or brand more efficiently. In the new era of the Internet, the possibility of sharing information quickly and easily thanks to social networks and further information and communication technologies was born.

For some years now, the Internet is not only allowed to use information search engines but also as a community, where there are relationships, experiences, knowledge is shared and feedback is generated with users from any part of the world. Therefore, in this introduction to online marketing, we will discuss the techniques, advantages and why online marketing is becoming the pillar of attracting customers from many companies.

In this new area, the second part of digital marketing is developed, since users have complete freedom to talk about the brand. They have the power of opinion, which was previously only allowed to the media. This happens thanks to the emergence of platforms such as social networks, blogs, corporate websites, Email Marketing, etc. Now everything has changed, and the company and client can strengthen this relationship since by increasing proximity and be able to establish direct contact with the brand, we can create the bond of loyalty that is so coveted.

Introduction to online marketing: most used online marketing techniques

Online Marketing is a set of Marketing techniques based on digital media. Among them we can find:

  • Promotion of the Web:  In the leading search engines (SEOSEM).
  • Social networks:  Take advantage of its impact by managing and optimizing networks and social media marketing.
  • Affiliate networks:  The ability to link with affiliate groups that promote our products or services from your website in exchange for a commission.
  • Email marketing:  Campaigns sending emails that are not classified as spam and that stand out among the other emails received.
  • Web design and development:  Harnessing the potential of the Internet based on the most innovative programming languages ​​and marketing techniques.

All this work, especially lately, has been facilitated by the criticized social networks with their special way of sharing content. You just have to know how to use them with conscience and squeeze them 100%. Among other collateral effects of the use of social networks we can see the example of the exponential increase of Video Marketing, which continues to grow actively flagged by the phrase “A picture is worth a thousand words.”

Introduction to online marketing Why Online Marketing?

This type of Marketing gives us the possibility to reach more people, faster and more economically. After the invasion of the Internet in our lives, we saw modified our behavior habits in society. Each movement is registered, where the individual does not find borders or distances, and this is directly influenced in the way of doing online marketing by taking advantage of these opportunities and benefits offered by the Internet.

The Internet is a gateway to an immense world, a vast range of possibilities. Apparently, everything is not invented, there is always something to learn and improve and that is why you still have to keep continually learning and evolving because that’s what the Internet does.

As technology advances new ways of doing Marketing arise are always inspired by the traditional actions of the real world. But in an orderly manner, with real-time access to an infinite number of parameters that will allow us to measure the exact effect caused by our actions, determining the cost, benefits and risk it offers us and allowing us to make strategic estimates with greater accuracy and greater efficiency.

Currently, the most successful campaigns are eMarketing and Mailing. However, emerging channels such as blogs and social networks are gaining strength, as content marketing is the new star of 2015.

Still, we should always keep in mind that a single strategy will never lead you to success. For a campaign to be successful on the internet, different strategic levels are needed or choosing in each one the most appropriate options. One option would be a central strategy that feeds other small-scale strategies. We could talk about thousands of possibilities such as the creation of a web page oriented to sales,  email marketing, search engine positioning, online advertising, etc.

A small change, great results

I am one of those who thinks: “A small change can give great results.”

It is useless to simply have a web page if it is not adequate for the interests of your business or company. It often happens that people want to be on the internet because they are, and there is little or no use in having a web page without more. Among other aspects, web design plays a key role in online marketing and is one of the key factors to make your investment profitable in an online store or web page. Some of the advantages we could obtain from the correct combination of a web page with a good online strategy would be:

Advantages of a good Online Marketing strategy

1) Increase sales:  The goal of any company is to increase their profits. Online Marketing will help you increase your sales progressively, regardless of your budget. But not only should they look at its economic benefits, but also look at the social benefits it will bring to the company, helping to create a better society.

2)  Increase credibility:  A good online presence and managed consistently, enables you to increase the likelihood of your company.

3) Increase the confidence of the client/consumer:  If your company is present on the internet, it brings spirit to the consumer and thus reaffirms the image of your company.

4) Potential customers:  Establishing conversations is one of the most practical ways to attract potential customers and increase brand awareness. To finally build loyalty.

5) Differentiation of the competition:  Online Marketing allows you to transmit the advantages of your products or services directly, differentiating yourself from your competition.

6) Image of the brand:  The presence in the Social Networks and the first positions of the search engines increases the positive image of a company instantaneously.

7) Segmentation of the public:  The ability of segmentation offered by advertising on the Internet is much more advanced than traditional advertising methods. Let’s not forget Video Marketing, and it’s a very good strategy for differentiation.

8) Controlled investment:  Online Marketing is the perfect solution for SMEs since it allows developing progressive strategies tailored to each company and measuring the results.

 

A web page is an essential part of the company and its philosophy. Before developing an Online Marketing strategy, we must be clear about the objectives we want to achieve. Only then the path to success can begin.

Relationships have always been at the center of business development, and the most natural way to establish relationships has always been to do some degree in the universities, go to specialized masters, events, etc before the drastic revolution of social networks.

In the digital world where we live, social networks can accelerate the process of building relationships. From Facebook to LinkedIn, social networks have improved the way we communicate with potential customers, stimulate connections and are our main method of search to establish relationships.

Nine times out of ten, the people in charge of the development of a company have an idea of ​​the type of company with which they want to associate for a particular initiative. Traditionally, the next step in an initial connection would be to call or send an email to the company and make a report from there. Social networks accelerate this process and now we can find the best person, determine if we have any mutual connection, know their experience (like the company’s), all before entering into a conversation.

Today we are going to shares with you some ways we can use the information available on social networks to improve our business development practices.

How social networks generate business development

1. Use social networks as lenses

Social networks provide the opportunity to see what potential partners, competitors, and customers do. Social networks are a concrete way to see how companies perform in their respective ecosystems, which can shed light on possible ways of working together (or reasons not to do so). Make sure you position yourself as an expert in your industry by sharing thoughts and content in your channels and highlight achievements and successes.

2. Modify your messages on your social channels

Each social network has a different flavor. The way people behave and connect in these is different. For example, on Twitter, we are more concise and direct, while on Facebook we have more freedom and we tend to launch marketing initiatives to show the culture of our agency. There is no universal manual for all social networks.

3. Improve relationships with employees

If you are looking to connect with someone in a particular company, see if someone in your company has an established relationship. Social networks like LinkedIn facilitate the search for mutual connections. Whether you ask a colleague to introduce you or advertise on your network, a mutual connection is an automatic advantage in the game of business development.

4. Use social networks as an additional connection point

Social networks are not only the key to the success of business development but also serve as an additional connection point for your practices. For example, once we sent an email and a voice to a prospect, but he never responded. It is natural that people are so busy that they overlook these things and forget to do something. However, we did a follow-up via LinkedIn and other digital avenues, and we managed to communicate with him much more quickly.

Whether online or not, the most fundamental element of a company’s development will always be strong relationships. At the end of the day, what matters is that you associate with a company or person with a good reputation, do things well and have initiative. Social networks are a good place to start.

Smartphones, Tablets: Mobile devices are becoming more and more important for brand management and more are added, such as SmartWatch and wearables. The development of Smart Living will also support the further expansion that we see in Mobile Health.

Mobile branding is brand management with mobile devices. The user can communicate at any time (24/7), and any place: Mobile devices accompany the user through his day – in the train, in the lecture, even in the bathroom. In contrast to laptop and PC, the smartphone is almost always present in everyday life, usually switched on and connected to the Internet. Another unique feature is that we can offer the user personalized content that suits his wishes, needs, and situation.

Location Based Branding

Location-based branding is location-based brand management. Example: The user is in a real place, where he enters and participates in a brand story. He has to do something, or he lets something happen. Very well this can be combined with augmented reality. So let’s go: allow your user to hand-me-downs through your business, navigate to specific locations, and complete tasks to receive a discount as a reward.

Tell stories in your storefront, possibly supported by an avatar, an electronic helper. At the Open House, mobile stories in the foyer tell the story of the company’s founding, in the research lab of the latest product, in the production of the outstanding quality of this product. With micro telling short stories in two to three sentences or 140 characters texts.

Situation-Based Branding

The challenge for mobile branding is to gain knowledge about the users in certain situations and the experiences that they would like to have in this situation. So far, market research relies on measurable behavior such as click counts and retention times in eShops.

Although these data provide important information on the observed behavior: Which banner is clicked more often? How long do users need to order a product? But there is some lack of insight about why people act in situations and whether they will do so again in the future.

This requires qualitative, “understanding” information about the situation. The first approaches already exist: the users are recorded and evaluated via the webcam: Does the user feel bored? Is he excited? Our stories could instantly instigate or reassure him.

Conclusion

Mobile branding and location-based branding contribute to digital branding through unlimited availability of time and place. However, we should better understand how the user feels in certain situations and what he wants.

Hotels today deliver a significant portion of their revenues to digital agents such as booking.com. Experts recommend generating as many direct bookings as possible via the hotel’s website. But how does a hotelier implement this?

Recently, an elderly lady told me about her Tuscany vacation 40 years ago: “We just drove off, and if we liked one place, we stopped at a ‘free room’ sign and stayed overnight.”

“Room free” signs can still be seen today. However, they do not have much to do with the sales strategy of a modern hotel. Because more and more people inform themselves before departure in detail on the Internet and book there. Let’s consider how online portals like booking.com, HRS, and Expedia are getting more powerful. Hotels today deliver a significant portion of their revenues to these digital intermediaries. Hoteliers need a clear strategy to compete in this market. What can such a strategy look like?

In conversation with professionals

I interviewed two experts: the distribution expert Gianluca Marongiu of the Swiss Hospitality Solutions AG (SHS) and the experienced Lucerne hotelier Ferdinand Zehnder.

For Zehnder and Marongiu, one thing is clear: The aim is to generate as many direct bookings as possible via the hotel’s commission-free website. That’s easy to say, but not so easy to achieve. The question arises: how can the relatively unknown website of a single hotelier stand up to the big portals?

Zehnder and Marongiu consider the following four tips to be crucial:

1. Create incentives for direct bookings

Each booking via online booking portals incurs commissions of up to 15 percent of the room rate. Ferdinand Zehnder explains:

“Reservations through our website are commission-free. The hotel’s website thus gains great importance for us. We want guests to book directly through our website and sell the rooms 4 percent cheaper than booking.com.”

Thus Zehnder saves the commission costs, and its guests benefit from a better offer. Gianluca Marongiu pursues a similar strategy at SHS. He recommends that his clients create attractive incentives for direct bookings. At a training course for Lucerne hoteliers, he gave the following tips:

  • Best Price Guaranteed
  • Thank you gift, for example, dinner or free breakfast
  • Stringent visual language, wording, and communication of the USP
  • Good usability with logical booking steps up to the cash register

2. Hotel websites must be mobile-friendly

“Responsive” websites are becoming more important. According to Marongiu, the search behavior of customers has changed a lot in recent years:

“Almost everyone gets informed online today. There are very few people who inform themselves offline and book offline. The online process influences over 80 percent of bookings. Guests are increasingly using mobile devices. A responsive website is, therefore, a must for every hotel. ”

3. Show presence on meta-search platforms

Meta-search platforms such as Trivago or Kayak are an excellent opportunity for hoteliers, as their hotel website on the price comparison platforms is in direct competition with the popular booking portals such as booking.com and HRS. If the hotel website wins the price comparison, commission-free direct bookings can be generated.

However, how long it will take is uncertain, Marongiu knows:

“The big online booking platforms are increasingly buying the most important meta-search platforms. In the long term, the hotel industry probably has to pay a lot for mediation via the meta-search platform (pay per click).”

4. Revenue Management: Maintain Independence

Marongiu recommends targeting the number of customers booking through an online booking platform. SHS has developed a pick-up reporting that focuses on the next six months and provides a forecast for the future booking status. At a low booking level, the hotelier resorts to an intermediary such as boooking.com. During a well-booked period, it dispenses with the distribution through the commissioned online portals.

As there are price levels in yield management, revenue levels have been developed in Revenue Management.

“So we’re not just changing the prices, but also the availability on the channels, depending on what the forecast looks like for the next few months,” explains Marongiu.

For example, a hotel does not raise prices on a high season, but can only be booked through its own, commission-free website. Thus, the hoteliers create certain independence compared to the booking platforms. Ensuring independence is also central to Zehnder: ” We have a comprehensive base and can be booked through several portals. We also manage our prices and quotas independently. We do not want to be dependent on a channel.

The airline industry as a trendsetter

The airline industry has already achieved change. According to Pocuswright, three-quarters of all airline bookings in the US are made directly through their own website. Will the Swiss hoteliers succeed in luring their guests onto their own website in order to avoid the high commissions of the online portals? Please send us your opinion.

Where the journey for the Swedish hoteliers leads, we will see in the next few years. The journey can begin, preferably right on the hotel’s website.