Big Data means to support Buzz Marketing actions


What is buzz marketing? In the strict sense of the term, buzz marketing is creating noise around a product, service, company or brand. For example you can recruit consumers, preferably proactive volunteers who influence their peers, and help them to try your products in good condition before pushing them to talk about their experience.

The buzz is one of the most powerful forces in the market, and knowing how to master this important marketing channel is critical. Word of mouth is more credible than most sincere seller; it affects more people, faster than advertising, direct mail or even a website.

It is this credibility which gives to the Word of mouth part of its power. But be careful, it also obtains its credibility because it can be negative, in which case the marketing finds it is not easy to control.

The buzz became a basic weapon in the marketing kit, and it is used more frequently. The best buzz relates to products or services, which consumers like to talk. Make available a great product, and your customers are happy to tell their friends, colleagues and family, and generate word of mouth you want. Buzz or rumors: what's the difference? The rumor is information with hidden or unknown origin that spreads widely without being checked. The buzz breaks out without any advertising investment. A rumor is a "subject", while the buzz is a "medium".

The buzz targets to capture the attention of customers and media, and ensures that speaking about your brand is fun, exciting and rewarding. This requires knowing how to launch and sustain conversations. As with any advertising campaign, the buzz campaign is based on a strong idea. This idea must meet a need expressed or unconscious, it must be attractive and original, catch the attention, generating a need or pleasure. To start a buzz we must follow the following steps. 1) Identify the key people (influential in their communities) may be vectors of the message. 2) Valuing these people through a personal experience that flatters their ego to make them eager to spread the message. 3) Encourage the message out by providing, information and means for feeding the buzz. Vectors can be a network, a group of related or maintained people.

In this type of approach it is necessary to identify and exploit different types of actors. Innovators, these people have an open mind to accept new ideas far away from traditional aspects of fashion. Marketing should not give them much attention because they are a minority. The "early adopters", they are always in search of novelty, they are attracted to risk. They adopt or create novelty and transmit to the bees (early majority). But beware, they are attracted by exclusive rights, specific offers, they like to feel among the privileged. Bees, they are the heart of the buzzing and they can supply large-scale chain information within the targeted community. We need to get the bees to talk about their experiences, and share their findings with others. Key people for exchanges are the "connectors" that have a complete address book or "mavens" who are experts in the field, and are opinion leaders. There is also the general public, which when touched can cause a snowball effect and finally the laggards that we have not to care of, because they are attached to traditional things and are not open to new ideas.

We should distinguish from the traditional buzz and buzz digital. Traditional buzz techniques are for example, product placement, distribution of samples, animation events of discovery, especially in the street and sponsorship. The key element in the traditional buzz is the contact and the relationship between vectors and products, so that the vector can observe and keep in touch with the people targeted. What’s the vector has to do, is talk about the product, idea, service: this is how to buzz. The digital buzz, also called viral marketing is a technique that allows using the internet very rapid dissemination of ideas, news and product information. Two methods can be used for example to spread an idea we can send a funny or surprising message and it will circulate rapidly among Internet actors, or offer to Internet actors via a good grip to visit an interesting site, and invited them to register to be part of a valuable information campaign / action.

To conduct buzz operations we should at least have operational tools (document repository, database, campaign management, survey…) and decision applications (customers profiling, segmentation, reporting on actions ...). If operations are developed on the web, especially via social media, Big Data analytical applications (clickstream analysis on the web, networks, texts, sentiment analysis...) can be very powerful to understand the market, identify the various stakeholders and to drive actions.

To go further on Teradata Aster Big Data solutions and references, in particular on the Buzz Marketing domain, you can usefully consult the following link: http://www.asterdata.com/solutions/social-network-analysis.php


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Tags: Big, Business, CRM, Data, Intelligence, Marketing, Media, Mining, Science, Social, More…Teradata, Warehouse


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