Question

Topic: Student Questions

Buzz/viral Marketing Measuring Effectivness,etc

Posted by Anonymous on 11/16/2005 at 7:25 PM ET 500 Points
Hi there,
Im a final year student studying a BA Hons in marketing and I was wonderingif you could help me as I am stuggling to finalise my research area/question for my dissertation.

I have done a lot of research into buzz marketing and also viral marketing (particuarily online viral marketing) and they are both areas of marketing that interest me greatly.

Also as they are both fairly new areas of marketing, they would be more interesting to conduct a research topic on. The only problem is that Im having trouble deciding on what exactly to do my project on, bet you have heard this before, lol!

I was thinking on focussing on a particular buzz marketing campaign or online viral marketing campaign but Im struggling to find a research question that would bring some new insight into this marketing area. I was aslo thinking of comparing a buzz/viral marketing campaign with a more tradition marketing method, etc etc...but how would I test the effectiveness of the campaigns, etc...

I need to incorporate some primary research, namely questionaires,etc, but Im really struggling for a researc question that would enable me to do this.

Many thanks in advance for your suggestions,

Babz



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RESPONSES

  • Posted by Mushfique Manzoor on 11/17/2005 at 3:42 AM Accepted
    hi there

    have tried our Resource Library? run Search with "Word of Mouth", "Buzz" etc. and you will get some good resource and guidelines. i found the following link useful.

    https://www.marketingprofs.com/ea/res_detail.asp?resID=355

    you can also check the following link.

    https://www.buzzmetrics.com

    hope this helps.

    cheers!!
  • Posted on 11/17/2005 at 10:14 AM Accepted
    hi babacdadon,

    i think you have got a very good project. i may not be of much help to you. but these are some suggestions from me.

    1. it is difficult to compare a viral marketing ( online campaighn) with that of traditional marketing. coz in the traditonal model you rarely have a basic model to measure.

    2.perhaps you could do that when you have a scheme like redemption schemes, otherwise difficult to measure.

    3.the best thing that can be done is to come up with a approxiamte figure base on trend analysis or any model that you deem fit.

    4.may be you could also look into aspects where models can give a exact idea as to what could be the impact of a particular promotional campighn.

    in todays world when marketers are coming up with budgets organizing the promotions and measuring them. the effectiveness of the campaign is measured on a relative basis as compared to previous experiences or competitors vis-a-vis sales, but dont have a perfect answer. because of this it is possible that the marketers attributes the entire sucess of the campighn to some predefined variables.

    in reality the sucess could be becasue of some other factors, and he might vouch for the similar kind of budgets for the next promotions also. in reality it is possible that the same could have achieved with a smaller budget.

    so what i am saying is this.
    if you could show path as to some models which can measure, it would be a great help to the marketers. coz marketers are not intrested in measuring the effectiveness of the campighn, they would probably do anything which would satisfy their boss.

    hope i am clear and have been helpful to you
    let me know
    sam
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