Channels and tools
Buzz marketing is the strategy of getting people to talk about a brand or a product and letting the conversation spread on its own, face to face and online.
The buzz is that murmur of excitement. Emanuel Rosen was the first to describe it systematically, in The Anatomy of Buzz (2000), which studies how word of mouth travels through networks of relationships. It works when it grows from a shared experience worth telling, because word of mouth influences buying decisions more than advertising; it differs from viral marketing, which relies on a single piece of content to pass around.
An example
A surprise launch for a few guests, who tell their contacts about the event before the official announcement.
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