THE WHATIS.COM WORD-OF-THE-DAY December 4, 2003 buzz marketing
______________________ SPONSORED BY: IBM What makes an on demand business, on demand? In a word, integration. Integrated people, integrated processes, integrated applications. That's where middleware like IBM WebSphere can help. See how WebSphere Business Integration delivers. On demand. Get your copy of the Business Integration white paper today. http://www.ibm.com/websphere/news/biwp ______________________ TODAY'S WORD: buzz marketing See our complete definition with hyperlinks at http://searchcrm.techtarget.com/sDefinition/0,,sid11_gci939341,00.html?track=NL-34 Buzz marketing is a viral marketing technique that attempts to make each encounter with a consumer appear to be a unique, spontaneous personal exchange of information instead of a calculated marketing pitch choreographed by a professional advertiser. Historically, buzz marketing campaigns have been designed to be very theatrical in nature. The advertiser reveals information about the product or service to only a few "knowing" people in the target audience. By purposely seeking out on-on-one conversations with those who heavily influence their peers, buzz marketers create a sophisticated word-of-mouth campaign where consumers are flattered to be included in the elite group of those "in the know" and willingly spread the word to their friends and colleagues. Although buzz marketing is not new, Internet technology has changed the way it's being used. Buzz campaigns are now being initiated in chat rooms, where marketing representatives assume an identity appropriate to their target audience and pitch their product. Personal Web logs (blogs) are another popular media for electronic buzz marketing campaigns; advertisers seek out authors of the "right kind of blog" and trade product or currency for promotion. Instant messaging (IM) applications are also being looked at as a vehicle for carrying out buzz marketing campaigns with either humans or IM bots doing the pitching. As with all buzz campaigns, the power of the IM model relies on the influence an individual has in an established small network -- in this case, his buddy list. As technology continues to facilitate the delivery of a electronic buzz marketing message easier, and software applications make message deliveries easier to quantify, some advertising experts predict that electronic buzz marketing techniques will become a standard component in all cross-media advertising campaigns. Others warn that abuse of this potentially powerful electronic marketing technique will be its downfall. _______________________ RELATED TERMS: viral marketing http://searchcrm.techtarget.com/sDefinition/0,,sid11_gci213514,00.html?track=NL-34 blog http://searchwebservices.techtarget.com/sDefinition/0,,sid26_gci214616,00.html?track=NL-34 instant messaging http://searchmobilecomputing.techtarget.com/sDefinition/0,,sid40_gci510743,00.html?track=NL-34 IM bot http://searchdomino.techtarget.com/sDefinition/0,,sid4_gci935566,00.html?track=NL-34 buddy list http://searchwebservices.techtarget.com/sDefinition/0,,sid26_gci833116,00.html?track=NL-34 ______________________ SELECTED LINKS: This BusinessWeek Online article describes buzz marketing as a stealth strategy that is fraught with risk. http://www.businessweek.com/magazine/content/01_31/b3743001.htm Alf Nucifora instructs his readers about how to "Keep Up With the Buzz On Buzz Marketing." http://www.nucifora.com/art_203.html This Internet News story explains how IMs can be used for marketing. http://www.internetnews.com/IAR/article.php/1457761 ______________________ TODAY'S TECH NEWS: IBM TO LURE EMC STORAGE CUSTOMERS IBM has launched an all-out attack on its biggest storage competitor by offering a new program that will give EMC users a simple way to migrate to IBM storage systems. http://searchstorage.techtarget.com/originalContent/0,289142,sid5_gci939569,00.html?track=NL-34 MIMAIL-L TAKES SLEAZY AIM AT ANTISPAM SITES Another variant of the Mimail worm has appeared that targets antispam sites. Mimail-L, however, implies some of the blacklist sites are selling child pornography, in addition to trying to steal sensitive user data and launching denial-of-service attacks against antispam sites. http://searchsecurity.techtarget.com/originalContent/0,289142,sid14_gci939570,00.html?track=NL-34 LINUX MIGRATION MAKES DOWNTIME DUMPS DISAPPEAR Service provider Precision Response Corp. took a leap of faith with Linux at its customer service centers, and so far it's paid off through a cost reduction of 37%, better uptime and increased server utilization. http://searchenterpriselinux.techtarget.com/originalContent/0,289142,sid39_gci939584,00.html?track=NL-34 >> Catch up on all the latest IT news at http://searchtechtarget.techtarget.com?track=NL-34 ______________________ SECRET WORD-OF-THE-DAY | What is IT? This is the process of locating the noncontiguous fragments of data into which a computer file may be divided as it is stored on a hard disk, and rearranging the fragments and restoring them into fewer fragments or into the whole file. >> See if you're right! http://searchmobilecomputing.techtarget.com/gDefinition/0,294236,sid40_gci784231,00.html?track=NL-34 _____________________ IT Horoscopes | December The stars are clear -- get your work caught up by mid-December and then you can relax and join in the holiday fun. Find out what the stars have in store for your sign this month! http://searchcio.techtarget.com/sDefinition/0,,sid19_gci919205,00.html?track=NL-34 _____________________ QUIZ | Presence Technology Instant messaging is making headway in the corporate world. Find out how much you know about presence technology in this week's quiz! http://searchdomino.techtarget.com/sDefinition/0,,sid4_gci934586,00.html?track=NL-34 _____________________ WORDS-TO-GO | Web Services This printable Words-to-Go glossary will give you a "quick handle" on what Web services is all about. http://searchwebservices.techtarget.com/sDefinition/0,,sid26_gci933806,00.html?track=NL-34 ______________________________ RECENT ADDITIONS AND UPDATES [1] sniglet http://whatis.techtarget.com/definition/0,,sid9_gci506044,00.html?track=NL-34 [2] skyscraper http://searchcrm.techtarget.com/sDefinition/0,,sid11_gci939086,00.html?track=NL-34 [3] hosted CRM http://searchcrm.techtarget.com/sDefinition/0,,sid11_gci939083,00.html?track=NL-34 [4] propagation delay http://searchnetworking.techtarget.com/sDefinition/0,,sid7_gci939061,00.html?track=NL-34 [5] TD-SCDMA http://searchmobilecomputing.techtarget.com/sDefinition/0,,sid40_gci939058,00.html?track=NL-34 ____________________________________________________________________ ::::::::::::::::::: WHATIS.COM CONTACTS ::::::::::::::::::: MARGARET ROUSE, Site Editor ([EMAIL PROTECTED]) IVY WIGMORE, Consulting Editor ([EMAIL PROTECTED]) LOWELL THING, Consulting Editor and Founder ([EMAIL PROTECTED]) GABRIELLE DERUSSY, Advertising ([EMAIL PROTECTED]) ::::::::::::::::::::: ABOUT THIS NEWSLETTER :::::::::::::::::::::: This newsletter is published by TechTarget, the most targeted IT media. http://www.techtarget.com?track=NL-34 Copyright 2003 TechTarget. 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