People ask us “What is buzz marketing?” or “What is viral marketing?”

Great question!

Buzz or Internet viral marketing is a highly effectively form of word of mouth advertising that makes people excited or enthusiastic about information received – in a format that makes it easy for them to spontaneously pass the info along.

Traditionally, companies wishing to advertise bought space in magazines, on billboards, on television and radio and so forth. Then, as the Internet became a predominant source of information, forward-thinking companies began buying banner ads and space on web pages to tout their products and services. Then, with the advent of pay per click advertising, even more options opened up for advertisers.

Buzz marketing, though, is different from all of these types of advertising, which makes it all the more intriguing.

In buzz marketing, individuals or companies create something unique and interesting – perhaps a YouTube video or a quirky interactive quiz. Whatever format is chosen, it is generally set up to feel like a one-on-one conversation with the viewer rather than a heavy promotion piece. As people see this video, quiz or offbeat information, they begin talking about it and forwarding it to friends, family and business colleagues.

Buzz marketing / Internet viral marketing is unpredictable in format.

Your Internet viral marketing campaign can be positive or negative in its messaging and often contains images or words that are startling and unexpected. Quirky or humorous attempts in Internet viral marketing campaigns can be quite successful.

It’s important to identify online influencers – or people with knowledge, authority and contacts – to ensure that they can participate in your viral marketing campaign.

Restricting the piece of information used as buzz to a few key people in an industry or online space can be an effective technique. Everyone likes to be the first person “in the know” and, if you carefully choose who will be in the know first with your buzz, you may quickly find your viral marketing campaign being discussed in influential blogs, online forums and emails. This attention can translate into significantly higher traffic to your web site, along with increased conversions, sales and return on investment.

Hope this answers your two questions: “what is buzz marketing” and “what is viral marketing.” Here’s a question for you: what will be the next successful viral marketing campaign?

Share your thoughts below!