The Anatomy of Buzz - Part One
“How to Create Word-of-Mouth Marketing” edited and written for The Marketing Gurus by Chris Murray
The Anatomy of Buzz by Emanuel Rosen
In Brief - Part One
Today’s consumers are skeptical, and they suffer from information overload. The result: they’ll probably ignore the expensive television and print ads your marketing team creates. So how do people decide which car to buy, or which fashions fit the image they’re looking for, or what new techno-appliance is a must for their homes?
The answer is word of mouth - the recommendations of friends and the buzz that develops in the marketplace. Buzz will make a new book soar to the top of the bestseller list, turn a “sleeper” movie into a box office superhit, or have parents lining up at toy stores to buy the new prize of the season. And buzz will help you sell your product or service-if you know how to create it.
