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Thought Leaders Summit: The Buzz on Word-of-Mouth Marketing (Part 1 of 2)

Your brand, products and services all benefit when people are talking about you in positive terms. Word-of-mouth can be a wonderful tool to add to your marketing arsenal. Of course, it's not new, so how has word-of-mouth marketing—also known as buzz marketing—evolved into the 21st century? How does it differ from viral marketing or customer evangelism? And how do marketers use buzz marketing strategically?

MarketingProfs recently convened a Thought Leaders Summit to get the answers to these questions and more. On hand were Dave Balter, founder and president of BzzAgent and founding member of the Word of Mouth Marketing Association; Luanne Calvert, founder of Mixed Marketing; Ben McConnell and Jackie Huba, authors of Creating Customer Evangelists: How Loyal Customers become a Volunteer Sales Force; Jim Nail, principal analyst with Forrester Research; Jerry Needel, vice-president of client services at BuzzMetrics; and Emmanuel Rosen, author of Anatomy of Buzz. What follows is their collective wisdom.

What is buzz marketing?

Emmanuel Rosen, author of Anatomy of Buzz, defines buzz as "all the person-to-person communication about a brand." More specifically, all your company's activities and efforts geared to stimulate positive person-to-person communication about your brand, products and services.

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