What is Buzz Marketing?

BY Arek Morawski

Buzz marketing, though not a new concept, is gaining popularity as an effective promotional strategy in the digital age.

In the era of social media and information overload, buzz marketing stands out as an authentic and credible method of reaching customers. Its role is to build brand awareness and reputation.

What is Buzz Marketing About?

Buzz marketing is also known as referral marketing or gossip marketing. It is defined as a form of interpersonal communication in which individuals express their opinions about a company’s actions. It involves sharing information about a particular product or service. Buzz marketing can be conducted openly through brand ambassadors or unofficially through regular user accounts on social media platforms.

Buzz marketing is a marketing strategy that discreetly promotes products or services through natural conversations and recommendations. It is a subtle form of marketing that leverages influential individuals and their social networks to spread information about a brand. In today’s world, where consumers are increasingly resistant to traditional advertising methods, buzz marketing offers a way to build trust and authenticity for a brand. Authentic recommendations from real users can have a much greater impact than standard advertisements.

Why Is It Effective?

Credibility: Recommendations from real users are perceived as more credible than traditional advertisements. Online reviews and opinions are trusted by fewer people than those conveyed through conversations. Through buzz marketing, positive emotions are generated, and it facilitates the establishment of deep and personal relationships with customers. Buzz marketing, relying on genuine experiences and opinions, naturally aligns with these values. In the digital age, where consumers are inundated with ads, credible sources of information are increasingly valued. Authentic opinions can elicit stronger emotional reactions and greater engagement. When someone we consider a credible source recommends a product, we are more inclined to be interested in it.

Authenticity: Buzz marketing often takes place in a natural, everyday environment – such as online forums, social media, or real-life conversations – making it appear less artificial and more credible. Authenticity is a fundamental element of buzz marketing. By using authentic recommendations and opinions, companies can build strong and lasting relationships with customers based on trust and respect. In today’s world, where consumers are constantly bombarded with advertisements, authenticity and credibility are key to effective communication with the market.

Niche Targeting: It allows for effective reaching of narrow audience groups. Buzz marketing is “word of mouth” communication, which is difficult to control from the company’s side. However, positive buzz marketing can bring many benefits. This is particularly valuable for products or services requiring specialized knowledge or interests. Buzz marketing allows for communication that is tailored to specific interests and needs of niche groups. This makes messages more relevant and resonates with the audience. In the face of the ever-increasing number of ads that bombard consumers daily, many people become “immune” and no longer notice traditional ads. Buzz marketing, as a subtler form of promotion, is often more accepted and less invasive. Niche targeting is one of the key advantages of buzz marketing. It enables effective and precise reaching of specialized audience groups, which are often inaccessible to traditional marketing methods. By targeting specific interests and needs, buzz marketing allows for the building of deeper and more valuable relationships with customers.

buzz marketing
Three businesswomen sitting on large Pillows in an office and talking during an informal meeting

Implementing Buzz Marketing

Success in buzz marketing requires careful strategy and an understanding of the target audience. Understanding the exact preferences, behaviors, and trends of the target audience is crucial. This allows tailoring content to their expectations, increasing the chances of organic sharing. Identifying and engaging the right influencers and maintaining message authenticity are key. Creating content that evokes emotions, is authentic, and easy to share is essential. Creativity and originality are crucial to capturing attention and encouraging community action.

Monitoring the internet is a useful tool for executing buzz marketing. This can be done on forums, blogs, microblogs, social media platforms, and news websites. Understanding who your customers are and what motivates them is crucial. Buzz marketing is based on a deep understanding of the needs and preferences of your target audience. Buzz marketing integrates well with other strategies such as content marketing, SEO, and social media marketing, creating a coherent and comprehensive brand communication strategy. Implementing buzz marketing requires the right approach, considering creativity, data analysis, and building lasting relationships. The key goal is to create content that is naturally shared by the community, contributing to increased brand awareness and customer loyalty. This strategy allows for more personalized and effective marketing communication.

buzz marketing


Buzz marketing, though requiring subtlety and diligence, can be an extremely effective strategy for increasing brand awareness and reputation. In the digital age, where consumers are bombarded with countless advertisements, subtle and credible messages can have a much greater impact. Buzz marketing is an excellent tool for responding quickly to image crises and engaging customers directly in a company’s activities. In essence, buzz marketing is an advertising strategy based on conveying information organically and discreetly through existing social networks and relationships. A key element of buzz marketing is harnessing human nature to share information about a brand. Sharing content by satisfied customers or influencers can guarantee significant attention in a short time. In summary, buzz marketing can be an effective strategy, but it requires a careful analysis of the target audience, the creation of high-quality content, and the establishment of authentic customer relationships. In the era of social media, the ability to create a viral effect through organic sharing becomes increasingly important for companies aiming to succeed in today’s competitive marketing environment.


How does buzz marketing differ from traditional marketing?

Answer: Buzz marketing relies on natural recommendations rather than direct advertising. This marketing is passed “mouth to mouth,” ensuring that the endorsement is genuine and not a paid advertisement.

How to find the right influencers for buzz marketing?

Answer: It’s important to choose influencers who align with the brand’s values and have an engaged audience.

Is buzz marketing legal?

Answer: Yes, but ethical and transparency guidelines must be followed. The law does not explicitly prohibit the use of this type of marketing. Ethical considerations in buzz marketing are crucial, as they impact the brand’s image and perception.

How to measure the effectiveness of buzz marketing?

Answer: You can track metrics such as an increase in the number of new customers or growth in service or product sales. Another indicator is the improvement in brand reputation, which can be measured through customer reviews.

Can small businesses benefit from buzz marketing?

Yes, it is a cost-effective strategy for smaller businesses as well.

Arek Morawski

Arek is our Head of Performance. For many years he has been working on projects that mainly involve performance marketing. Arek is very familiar with the area of SEO, SEM and all Digital. As a result, our agency is able to update the knowledge and tools needed for performance campaigns and activities

Hi! Are you interested in this topic and would like to discuss similar activities in your company?

Fill out the form and schedule a free 30-minute strategy call!

    Dziękujemy za wypełnienie formularza!

    Wkrótce skontaktujemy się z Tobą, by umówić zakres i termin spotkania. Na tej podstawie dobierzemy eksperta, który poprowadzi konsultacje.

    Życzymy udanego dnia :) zespół Neon Shake