The Online Buzz

Writing by Brick Marketing on Friday, 2 of May , 2008 at 10:38 pm

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Creating an online buzz isn’t much different then starting a buzz in your neighborhood by feeding information to the most gossipy resident. It takes a bit of patience, humor and timing to find the right mix, but it can be done.

Ty Braswell, of iMedia Strategy, believes four key elements are needed to create online buzz:

Paid Online Advertising: A clever, targeted and integrated online media plan.

Content Bartered Advertising: Exclusive, fresh and exciting content that stimulates Key Multipliers to send it to all their friends.

Viral Marketing: The hot content is wrapped in a format that makes it easy to send to others, and easy to track for the marketer.

Press coverage: The buzz on the campaign becomes so successful, journalists write about the phenomenon as it is occurring.

We all want to find the right marketing mix that will deliver results, however for an online campaign to be successful, the message needs to be released over the internet first. A radio or TV campaign can still be effective and garner results if the message is first released over the internet, but if the content is recycled after the initial exposure on TV or radio, the online results are greatly reduced.

Ty Braswell is the former vice president of new media for Virgin Records, where he managed online campaigns for artists including Lenny Kravitz and Janet Jackson. During his tenure at Virgin, he created new online models for partnerships between brands and record labels. He is now senior strategist for iMedia Strategy, the new division of iMedia Communications providing industry-wide thinking that serves to advance the business of interactive marketing & advertising

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Category: Creating a Buzz

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