Le marketing du buzz: comment cette stratégie de communication a-t-elle révolutionné les approches de communication de marketing, et quelles sont ses limites ?

Exposé Entreprises & gestion Communication

Date de publication :

30/03/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

8 pages

Niveau :

expert

Consulté :

1 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Buzz Marketing: Principles
Buzzing on Internet
Integrating Buzz marketing into a marketing communication approach

Résumé :

Since several years we assist to an important shift in the way company advertise their brands and products. Mentalities and attitudes toward classical mass advertisements (TV spots, billboards...) have changed in parallel with the development of new technologies such as Internet.
At its early stages, not taken seriously, Internet had become a necessary channel to advertise. Studies have shown that Internet represents a huge market as their audience is growing year after year touching on a daily basis more than 64% of the French population in 2005.
This new media is also an opportunity to answer to the reject of classical advertisements.
Lots of tools have been developed online to facilitate communication and advertisements between Companies and customers. With the development of high-speed DSL connections, Internet had become a real creative and innovative way to communicate. Complex coding languages such as Flash, Java and now Ajax (Web 2.0) are now facilitating creativity and enable in the case of Web 2.0 the creation of a dynamic online community.
Creating a community is the key point in online advertising as Internet is often assimilated as a worldwide community. To touch communities, companies have to integrate Internet in their marketing communication campaigns by using new methods. That is why we'll concentrate ourselves in this essay on the use of buzz marketing thanks to the help of Internet and more specifically by the creation of blogs and viral marketing campaigns. We'll first try to understand in details what is buzz marketing but also analyze what are the ways available to spread companies' messages through internet before viewing if integrating a buzz marketing campaign fit or does not fit into a marketing communication approach by defining its limits and risks.