Advocacy and Buzz Marketing

Ordinary people are publishing the majority of the content about products, services and brands, in consumer goods markets. Their advice, opinions or rants, amplified on social media, may strengthen or harm your brand.

It is important to listen to these conversations, and to engage to advocate and protect your brand.

Take DELL-EMC for instance. According to company sources, there were 5.5 million conversations about DELL on the internet during January to June 2016, and the major contributions came from forums (57%) and Facebook (6%).

The company spent a considerable amount on search advertising and a lot more, roughly about 5 times more, on advocacy.

They use Sprinklr to listen, and to engage and moderate. The company is able to respond to conversations on the net that are marked as priority, within an hour.

Buzz marketing, which is covered in the chapter New Media, is one of the ways of advocating your brand through consumers. Should you use this form of marketing, remember to follow these rules:

  • Keep the messages simple, relevant, credible and newsworthy. Only then are they likely to spread across the internet.
  • Do not make claims that you cannot support.
  • Ensure that your brand ambassadors are well informed, and that they can articulate your messages with clarity.
  • Listen to the buzz, and glean insights from it.
  • Measure the buzz, assess its impact, and apply what you learn to improve your buzz marketing efforts.
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