buzz marketing

In the classic sense, the term buzz marketing can be equated with word of mouth. It refers to the dissemination of information and advertising messages by passing them on verbally in personal conversations.

In the world of Web 2.0, buzz marketing is a form of digital viral marketing and is no longer tied solely to personal conversation. An advertising message is scattered as a positive "buzz" in the various Web 2.0 channels, in blogs, chats, social networks, Twitter, etc. The advertiser hopes for a viral spread of the positively charged product information with the aim of creating goodwill in relation to the advertised product or service. The success of the low-budget film Blair Witch Project, for example, was based on the use of buzz marketing techniques on the Internet.