{"id":27918,"date":"2016-05-04T15:09:57","date_gmt":"2016-05-04T13:09:57","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=27918"},"modified":"2023-02-27T14:15:08","modified_gmt":"2023-02-27T14:15:08","slug":"buzz-marketing-tra-innovazione-e-passaparola","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/buzz-marketing-tra-innovazione-e-passaparola\/","title":{"rendered":"Buzz Marketing tra innovazione e passaparola"},"content":{"rendered":"<p>Le campagne di <strong>buzz marketing<\/strong> vengono sempre di pi\u00f9 utilizzate per la comunicazione di messaggi di vario genere: si tratta di una variante del viral marketing, del quale assorbe il carattere innovativo abbinandolo al tradizionale passaparola.<\/p>\n<p>Alla base del successo di una strategia di questo genere c&#8217;\u00e8 la fiducia: \u00e8 necessario, pertanto, costruire un <strong>rapporto fiduciario<\/strong>. Come noto, un consumatore tende a comprare un servizio o un prodotto se questo \u00e8 stato segnalato o recensito in maniera positiva da una persona che conosce. \u00c8 opportuno, attraverso il buzz marketing, sollecitare questa <strong>propensione all&#8217;acquisto<\/strong> non sottovalutando, d&#8217;altro canto, l&#8217;effetto opposto: un giudizio negativo fa calare la propensione all&#8217;acquisto.<\/p>\n<p>La <strong>blogosfera<\/strong> e, soprattutto, i social network negli ultimi anni hanno agevolato e al tempo stesso complicato il lavoro di chi si occupa di buzz marketing: per paradosso, quanto pi\u00f9 alto \u00e8 il numero di persone che si riesce a raggiungere con una certa comunicazione, tanto pi\u00f9 \u00e8 difficile tenere sotto controllo le reazioni di tutte loro, ed \u00e8 impegnativo monitorare le eventuali schegge impazzite.<\/p>\n<p>Non bisogna commettere l&#8217;errore di pensare che il buzz marketing e il <strong>viral marketing<\/strong> siano la stessa cosa: si pu\u00f2 sostenere, invece, che il primo sia una parte centrale del secondo, il suo fulcro, poich\u00e9 corrisponde al <strong>passaparola tra un utente e un altro<\/strong> e presuppone la diffusione di un messaggio, che potrebbe essere stato generato s\u00ec in modo virale, ma anche in maniera tradizionale.<\/p>\n<p>Quali sono le voci che bisogna ricomprendere all&#8217;interno della concezione di buzz marketing? Tutto ci\u00f2 che fa riferimento al concetto di <strong>consumer generated media<\/strong> o, per usare una terminologia meno tecnica, ogni genere di passaparola che i consumatori mettono in pratica, sia quando lo fanno spontaneamente sia quando lo fanno perch\u00e9 sono stati influenzati da qualcuno. Fino a qualche tempo fa, lo strumento di riferimento era il blog, che consentiva di raggiungere il cosiddetto <em>sciame<\/em> in breve tempo (intendendo con <em>sciame<\/em> un gruppo di utenti accomunati da interessi simili rispetto a un certo prodotto, a un certo tema o a un certo servizio). Ora con i social network la platea si \u00e8 allargata, e questo &#8211; per paradosso &#8211; rende tutto pi\u00f9 complicato, perch\u00e9 \u00e8 probabile che ci si rivolga a persone che non hanno troppe passioni in comune.<\/p>\n<p>I vantaggi garantiti dal buzz marketing sono, dunque, molteplici: i costi sono quasi inesistenti a fronte di una <strong>capacit\u00e0 di persuasione<\/strong> molto elevata, mentre i tempi di propagazione sono minimi. Ma per una strategia efficace e di successo \u00e8 bene non sottovalutare gli aspetti negativi che potrebbero derivare. A volte, infatti, il buzz marketing pu\u00f2 andare a discapito di un&#8217;azienda, perch\u00e9 uno stesso tema pu\u00f2 generare <strong>argomenti a favore e non<\/strong>.<\/p>\n<p>Per interpretare il buzz marketing in modo corretto, bisogna pensare che nel momento in cui si scrive un post su un blog o su Facebook quel post offrir\u00e0 il fianco a una discussione e susciter\u00e0 un dibattito: bisogna essere pronti ad affrontare quel dibattito, essendo consapevoli delle proprie ragioni e usando quando possibile l&#8217;arma dell&#8217;ironia. Si tratta, in altri termini, di abbassarsi, di scendere dal piedistallo e di avere il coraggio e la voglia di <strong>confrontarsi con i propri lettori, con i propri follower<\/strong> e con i propri fan.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le campagne di <strong>buzz marketing<\/strong> vengono sempre di pi\u00f9 utilizzate per la comunicazione di messaggi di vario genere: si tratta di una variante del viral marketing, del quale assorbe il carattere innovativo abbinandolo al tradizionale passaparola.<\/p>\n","protected":false},"author":4,"featured_media":27945,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[281,205,221,301,325,35,48],"class_list":["post-27918","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-brand-reputation","tag-comunicazione","tag-fidelizzazione","tag-networking","tag-recensioni","tag-social","tag-web-marketing-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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