A new strategy in marketing : buzz

Abstract

Marketers are searching the new ways of communicating with the customers. Because nowadays the customers have too much choices. They approve hardly, and they get bored easily. So the companies have to make more easy, more cheaper and more reliable communication with the customer. Because the communication between people is cheaper and easy in these days, word of mouth marketing concept have improved. Word of mouth marketing is, people speak with others arround them about a good or a service which have influence on them. They talk about that good or service, they argue about it and they make information commerce. Word-of?? mouth marketing, also known as buzz marketing and viral advertising, can be highly valued by product marketers. Because of the personal nature of the communications between individuals, it is believed that product information communicated in this way has an added layer of credibility. Research points to individuals being more inclined to believe WOMM than more formal forms of promotion methods; the receiver of word-of-mouth referrals tends to believe that the communicator is speaking honestly and is unlikely to have an ulterior motive. The main characteristic of this concept is that it is based on honesty and communication with each other. It is the company itself that make the communication with the customers in the general marketing techniques. The belief that a company can not be objective while introducing its goods and services is prelevent around customers. But in word of mouth marketing customers are buying goods and services which are already be consumed by other customers, they are sharing their experiences. If one customer be satisfied with a good or service that customer advise other people to buy it If that customer does not be satisfied he will also share that experience too. Nowadays while the advertisement expenses are too high it is seen clearly that buzz is a very important component for companies. Companies can use word of mouth marketing to give differet messages to customers about their goods and services. In this technique, the information about the company not only communicate as a buzz but also they make people move and tend them to buy the goods ans sevrices. But there is an important truth that negative informations will also be spread mouth-to-mouth in a short time and will be shared by too many people. With the emergence of internet. many web start-ups like facebook; youtube, and myspace, have used buzz marketing by merging it with the social networks that they have developed. With the increasing use of the Internet as a research and communications platform. word of mouth has become an even more powerful and useful resource for consumers and marketers. Tracking this online 'buzz' has led to the rise of a range of services and tools known as buzz monitoring as a component of online public relations. In this study. we will handle the positive and negative sides of word of mouth marketing and argue about WOMM as a marketing opportunity for companies.