Strategies of Buzz Marketing in Social Media Platform, its Effectiveness and Impact on Customer

Due to high use of Social Media platform, Live-stream videos are proven as successful buzz marketing activity because they provide an interactive element for consumers on social media. Buzz marketing is a strategy that creates word-of-mouth marketing with viral content, influencers, and interactive events to create buzz around the launch of a new product or service. In this paper, Strategies for Effective Buzz Marketing with use of social media are discussed and also the impact of buzz Marketing over consumers and how much Buzz Marketing is influential for the potential customers retention is also explained.

Buzz Marketing as a New Practice of Digital Advertising

Word of Mouth Marketing (WOMM) has been used for a long time and is still called the most effective marketing strategy.When many traditional-manual concepts have been displaced due to changes to the digital era, the emergence of the internet has actually added to the effectiveness of this marketing strategy. By adopting the concept of WOM into digital marketing, a profession was born as well as being considered a new advertising medium called a buzzer that carries out buzz marketing activities (the term WOM in the world of digital marketing). Using case study methodology, this research discuss the effectiveness of buzzer as a new media for digital advertising, using the buzz marketing strategy that has been used by The Scarlett Whitening brand. Buzzers are different from influencers and key opinion leaders (KOL) because buzzers are generally ordinary personal accounts or spam accounts that have no personal branding and reputation to be at stake. The use of buzzers is considered the right choice to increase brand awareness.

Library collections promotion for preadolescents using social media marketing strategies

PurposeThis study aims to explore preadolescents' opinions of the social media marketing strategies hosted by libraries to promote collections.Design/methodology/approachAn experimental Facebook page was created with posts containing interesting animations, games and book recommendations. A questionnaire survey was administered to 262 preadolescents between 11 and 13 years old to seek their opinions about the posts, and confirmatory factor analysis was used to measure their acceptance of the marketing strategies.FindingsThe authors examined the effects of five marketing strategies: word-of-mouth marketing, buzz marketing, event marketing, viral marketing and gamification marketing. In terms of sharing, word-of-mouth marketing proved the most popular, followed by buzz marketing. Participants were least accepting of viral marketing. The authors found that gamification marketing resulted in higher engagement than did event marketing. The preadolescent participants preferred engagement marketing strategies over information sharing strategies.Originality/valueAccording to the uses and gratification theory, preadolescents seek, share and engage with information in ways that differ from other age groups. With specific reference to hedonic engagement by preadolescents, the authors built a two-fold model to describe the information-seeking behaviors of preadolescents from the perspective of marketing strategies. The study findings indicate that librarians who use Facebook to promote library collections should first employ gamification and word-of-mouth marketing to build trust with preadolescent users. Event and buzz marketing will then be more effective when applied within the context of this trust.

Buzzer as the Driving Force for Buzz Marketing on Twitter in the 2019 Indonesian Presidential Election

This study aims to determine Buzzers' existence and the Buzz Marketing strategy carried out by Buzzers during the 2019 Presidential Election on Twitter. The method in this study used qualitative research with Sostac P.R Smith's analysis. As a result, 1) the Buzzer's existence in the 2019 Indonesian Presidential Election contest was formed at the end of 2018. The formation of a Professional Buzzer was carried out through a recruitment process held by several legal companies with a predetermined payment system; 2) In carrying out Buzz marketing, Buzzer has arranged plans to distribute political content. Buzzers use a variety of political strategies to amplify political messages. Then, the political messages are spread using a minimum of three or more accounts to engage in a conversation. Through systematic Buzz marketing planning, political messages that are informative, persuasive, and instructive systematically and intensely to Twitter netizens make the results more optimal. However, Buzzer still needs to formulate political content that is more attractive to Twitter netizens, such as avoiding old content that uses political narratives containing SARA elements, hoaxes, hate speech, and other propaganda.

Komunikasi Pemasaran Antimo Anak di Media Sosial

Penelitian ini dilatarbelakangi oleh perkembangan media sosial, khususnya di segmen industri. Banyak industri memanfaatkan media sosial sebagai saluran promosi. Namun, industri farmasi merupakan industri yang lambat mengadopsi media sosial sebagai sarana komunikasi pemasaran. Lambatnya industri farmasi dalam mengadopsi media sosial juga terjadi pada PT Phapros, Tbk yang merupakan produsen Antimo AnakPenelitian ini bertujuan untuk mengetahui lebih lanjut dan menganalisis proses komunikasi pemasaran Antimo Anak di media sosial dilihat dari sisi motivasinya (antecedents). Penelitian ini menggunakan berbagai konsep terkait komunikasi pemasaran seperti media sosial, social media marketing, motivasi (antecedents) yang diturunkan lagi menjadi customer engagement, viral marketing, buzz marketing, peer influence, dan online community. Pendekatan kualitatif digunakan dalam penelitian ini untuk menggali informasi lebih dalam terkait aktivitas komunikasi pemasaran Antimo Anak di media sosial melalui wawancara semi terstruktur dengan narasumber internal dan informan untuk mendapatkan hasil yang lebih komprehensif. Berdasarkan hasil wawancara dengan narasumber, dijelaskan bahwa motivasi Antimo Anak melakukan komunikasi pemasaran di media sosial adalah karena kekuatan media sosial yang bisa menciptakan keterikatan dengan pelanggan (customer engagement) dan viral marketing.

Small Businesses

Positioning and branding in the minds of the target market are imperative for any company. Small businesses find it challenging because of limited resources and budgets. Small businesses adopt a number of innovative ideas and initiatives to develop and build their brands. They focus on finding a compelling product and improving its performance, establishing brands with limited associations, and providing product and service trials for customers. They use the internet optimally to do digital communication and depend on word of mouth and buzz marketing to do cost-effective communications. They develop an integrated set of brand elements and leverage secondary brand associations. They utilize their scarce resources optimally, conduct cost-effective marketing research to analyze their customers, and focus on concentrated marketing. All these strategies and initiatives help small businesses to position and establish their brands in the minds of the target market.