Marketing jumping on the next buzz
Buzz history
Everything comes and everything goes away especially buzz words.
In the late nineties we had the WorldWideWeb as the buzz word, which ended in with the DotCom bubble and subsequent collapse.
After the collapse the Internet became more serious.
Then in 2004 Chris Anderson made the term the long tail popular.
In 2005 Tim O’Reilly coined the term Web 2.0 hence defining all the previous as Web 1.0.
Then we had the rise and fall of MySpace where companies even bought their assets in order to keep up with the new trend.
Since 2008 the popularity of social networks like Facebook and Twitter got the trend of social media to become popular in articles, blogs and searches.
What will be next ?
Since several years the term semantic web has been lingering around but never made it to the general public.
The next trend is clearly Augmented Reality but are your potential customers already up-to-date ?
How long will social media last ?
According to Justin Kistner social media will peak in 2012, although it already shows signs of being overly used.
The highly inflated expectations are not realistic: hence the end is probably near.
Buzz marketing
Every new buzz word allows marketing having the opportunity to jump on the new current interest.
Marketing has the possibility or the task to redefine the messaging by adjusting to the current or next trend.
The questions are:
- What is the next trend ?
How to spot the next trend that is relevant for your offering ?
- When to jump on the new bandwagon?
Jumping too early and the audience or potential buyers will not understand.
- How to repackage the same offering with the new buzz?
The existing product or offering needs a face-lift in order to be rejuvenated to match up with the new buzz.
This is buzz marketing where trend spotting and timing are all important.
How good is your marketing in exploiting the next buzz ?
