The Mission of Buzz

Finally, a site dedicated to the art of creating a Buzz – just for technology firms of all shapes and sizes. We begin our quest at the very heart of defining “Buzz Marketing.”

According to, Buzz Marketing is “a viral marketing technique intended to make each encounter with a consumer appear to be a unique, spontaneous personal exchange of information, instead of a calculated marketing pitch choreographed by a professional advertiser.”

A very solid definition indeed. But does it go far enough? Does it make you think of the wide range of new, emerging and yet-to-emerge channels we as marketers can enjoy?

I’d say no.

So where can you find the dish on new channels, new ways to use the blogosphere, new RSS techniques, new rich media advertising uses – just for technology marketers?

NOWHERE – and that is my quest! To unearth and hunt down the “hot” marketing plays, drag them back and RANK them. To give them a Buzz Factor (HIGH, MEDIUM, LOW) or expose them as the dreaded, overrated Buzz KILL that they are. I might be wrong about some – and I invite your comments. But hey, someone has to cast the first stone. So sit back, relax, sign up for an RSS feed to this site (see link) and let’s explore the Buzz together.

2 comments to The Mission of Buzz

  • Rob Mann

    I’ve been thinking about buzz marketing in terms of working analogies that can stimulate insight and thinking. While walking along the sea near my home, I started to view buzz marketing as the waves that hit the shore and gradually make progress in eroding the shore. Sometimes the waves progressively get higher and higher on the beach as they slowly make inroads. In this case, the conditions result in gradual erosion. Then, some strong waves come on and make crashing inroads. On rare occasions, the tsunami hits the shore with monumental results. My gut feel: they same conditions can be said about the impact of buzz marketing. Sometimes it will ebb and flow with gradual impact (TiVO, DVRs, etc.). Sometimes, we see major waves (iPods). Then every few years, we see the tsunami (i.e., the internet, home computing).

  • Rob Leavitt

    Great initiative, Paul. We can definitely use a more focused discussion on how the new “buzz” approaches and tools can work best for tech firms. Obviously there is a lot of great discussion already going on about buzz marketing, but a great deal of it is more focused and appropriate for consumer marketing than for business-to-business tech firms.

    It’s actually a bit surprising to me that relatively few of the larger tech firms have yet really invested in the newer approaches. Of course IBM and Microsoft and Sun and some others are actively blogging and the rest, but the vast majority of tech marketing still follows the the old broadcast model, even if in the guise of one-to-one or relationship marketing. The real shift to focusing more on stimulating and facilitating conversation than pronouncing from on high has barely taken hold. Hopefully your new blog will push a few more folks to make the shift more quickly!

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