WoM, Buzz Marketing and Viral Marketing

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Definitions of WoM, Buzz and Viral Marketing

• Word of Mouth (WoM): The most powerful medium on the planet. It’s the actual sharing of an opinion about a product or service between two or more consumers.

• Buzz marketing: an event or activity that generates publicity, excitement, and information to the consumer.

• Viral Marketing: An attempt to deliver a marketing message that spreads quickly and exponentially among consumers.

Word of Mouth Marketing (WOMM)

• "Any business action that earns customer recommendation"

• Most powerful form of marketing

• Builds brands, drives sales, sparks conversations

5 Principles of WOMM

1. Credible

2. Respectful

3. Social

4. Measurable

5. Repeatable

Buzz Marketing

• Spread information to the consumer via an event, a measure or a spectacular

• Surprising or memorable action associated with a brand

• Word-of-mouth and media coverage

• Be careful with the reactions

Buzz Marketing (cont'd)

• Influencers or early adapters are initially targeted

• Social media, marketers' own social networks, outside bloggers

• Marketing managers, Market Research Analysts, Demonstrators and Product Developers

6 Buttons of Buzz

1-The Taboo 2-The Unusual

6 Buttons of Buzz (cont'd)

3-The Outrageous 4-The Hilarious

6 Buttons of Buzz (cont'd)

5-The Remarkable 6-The Secrets

Viral Marketing

• Facilitating the transmission of a message from one person to another

• Original, amusing, surprising or interesting offer to internet users

• All kinds of forms, depending on the target

• The personalisation of a message, the incentive and intuitive use

• Formats: viral video, e-mail, downloadable module, widget, white paper and study, Facebook application, audio and video podcast…

The Six Simple Principles of Viral Marketing

1. Gives away products or services;

2. Provides for effortless transfer to others;

3. Scales easily from small to very large;

4. Exploits common motivations and behaviors;

5. Utilizes existing communication networks;

6. Takes advantage of others’ resources.