The most common objective related to a Buzz marketing campaign is to generate positive Word of Mouth (WoM). Beyond the legitimate goal to build awareness, it is interesting to analyze over time the momentum of such campaign and even more importantly what was the quality of such brands’ initiative.
- How does the brand’s buzz have been perceived by the target?
- What is the nature of the WoM indirectly generated by such campaign over time?
- Did it generate un-wanted noise around the brand?
- How it is connected with other initiatives coming afterwards?
I am launching series of short articles to illustrate across different sectors the qualitative impact of buzz marketing campaigns and their development over time.
Perception is often reality
The results of natural referencing in a Google search is a good and robust source of material for a qualitative analysis as it consolidates the majority of the content available on the web. I have detailed the methodology on the page 2 of this post.
I will cover in the coming weeks the following campaigns:
Hotel 626 (Doritos) - October 2008
Ford Kuga (Europe) - May 2008
Do not hesitate to send me topics which are relevant for your business and I will include them in my To Do List
Contact email yourfeedback_and_more@yahoo.fr
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