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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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72. Word of Mouth: Viral Marketing and Buzz

Word of mouth, also referred to as buzz marketing and viral marketing, is the most desirable type of marketing you can hope to create. Word of mouth marketing has been a tactic savvy marketers have used for years, and the proliferation of digital media has made this tactic a primary component of many marketing programs. As we have discussed throughout this section, marketers are integrating viral marketing into social media, email marketing, and several other programs to generate excitement around a brand, promote a new product, or get publicity.

Viral marketing is facilitated by providing customers with the tools to share emails, videos, and other types of online communications with friends, family, ...

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