Page 276 - (DK) The Business Book
P. 276
274
MAKE YOUR
THINKING AS FUNNY
AS POSSIBLE
GENERATING BUZZ
IN CONTEXT
Using online
FOCUS communities and
Word-of-mouth marketing Word-of-mouth The best ideas
marketing is the social media, “catch on” and
KEY DATES most effective. marketers can spread quickly.
Early 1970s US psychologist generate buzz
for their product.
George Silverman pioneers the
study of WOMM. He noted
the persuasive power of peers
within research groups testing
new pharmaceutical products.
lthough the catchphrase how to do it on purpose,” he
1976 UK biologist Richard is contemporary, the idea believed, though he was certain
Dawkins articulates how A of “generating buzz” is a that word-of-mouth marketing was
trends spread through a long-standing concept in sales. In a valuable, calling it “manna from
natural process of imitation. sophisticated market populated by heaven.” He also knew the power
savvy consumers who no longer of a good laugh. “The best ideas
1997 The spread of the
trust most of the messages come as jokes,” he mused. “Make
webmail service Hotmail
presented by advertisers, word-of- your thinking as funny as possible.”
becomes one of the first
mouth marketing, or WOMM, has
examples of online
become a vital tool for anyone in Spreading the message
viral marketing.
business. The strategy is to use the In the 21st century, WOMM
2012 Beverage manufacturer consumer’s own voice—the words strategies are predominantly used
Red Bull sponsors Felix of the ordinary person—to do the online via social media. Modern
Baumgartner to make the selling, rather than the voice of marketers are able to purposefully
highest-ever skydiving jump, the big brand or the omnipotent spark word-of-mouth campaigns
which attracts 8 million views mass communicator. within online communities, but
Back in 1973, Madison Avenue they also understand the impact
of the live feed on YouTube—
advertising legend David Ogilvy of Ogilvy’s advice about using
a social-media record.
recognized that ad campaign humorous, quirky, and offbeat ideas
jingles, catchphrases, and fashions to get a reaction. Today, people still
could “catch on” and become part share their firsthand experiences
of social culture. “Nobody knows with friends, but they also share
