{"id":56333,"date":"2022-10-28T08:00:42","date_gmt":"2022-10-28T06:00:42","guid":{"rendered":"https:\/\/blog.euncet.com\/que-es-el-buzz-marketing-ventajas-y-desventajas\/"},"modified":"2024-03-20T11:44:37","modified_gmt":"2024-03-20T10:44:37","slug":"que-es-el-buzz-marqueting","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/que-es-el-buzz-marqueting\/","title":{"rendered":"Buzz Marketing: Genera conversa amb la teva marca"},"content":{"rendered":"<p>De totes les classes d&#8217;estrat\u00e8gies de m\u00e0rqueting que existeixen, poques poden produir un efecte m\u00e9s gran en poc temps i ressonen tant amb els temps que vivim com ho fa el <strong><em>buzz marketing<\/em><\/strong>, que torna a cobrar import\u00e0ncia en les estrat\u00e8gies de les empreses gr\u00e0cies a factors com les <strong>xarxes socials<\/strong>. No obstant, no es tracta d&#8217;una cosa nova.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #222222;color:#222222\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #222222;color:#222222\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-el-buzz-marqueting\/#Molt_amb_molt_poc\" >Molt amb molt poc<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-el-buzz-marqueting\/#Una_campanya_autentica_i_participativa\" >Una campanya aut\u00e8ntica i participativa<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-el-buzz-marqueting\/#La_naturalesa_viral_d%C2%B4un_producte\" >La naturalesa viral d\u00b4un producte<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-el-buzz-marqueting\/#Buzz_Marqueting_vs_Marqueting_Viral\" >Buzz M\u00e0rqueting vs. M\u00e0rqueting Viral<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-el-buzz-marqueting\/#Perills_a_tenir_en_compte\" >Perills a tenir en compte\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-el-buzz-marqueting\/#El_millor_moment_per_estudiar_marqueting\" >El millor moment per estudiar m\u00e0rqueting\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>El buzz marketing \u00e9s una tipologia de m\u00e0rqueting que t\u00e9 com a objectiu <strong>generar una conversa<\/strong> al voltant d&#8217;un determinat <strong>producte<\/strong>, <strong>servei<\/strong> o <strong>marca<\/strong>. El tamb\u00e9 anomenat popularment \u201cm\u00e0rqueting de boca a boca\u201d <strong>busca crear una mena de brunzit constant<\/strong> (de l&#8217;angl\u00e8s <em>buzz<\/em>) del qual \u00e9s dif\u00edcil escapar arran de l&#8217;entusiasme pel producte. En aquest article descobrir\u00e0s algunes <strong>claus<\/strong> per dissenyar campanyes amb impacte a la societat i coneixer\u00e0s alguns exemples hist\u00f2rics d&#8217;empreses que van aconseguir els seus objectius gr\u00e0cies a una original proposta publicit\u00e0ria.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Molt_amb_molt_poc\"><\/span>Molt amb molt poc<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Encara que actualment les estrat\u00e8gies de buzz m\u00e0rqueting solen estar molt lligades a les accions en xarxes i a la viralitat, existeixen i s&#8217;apliquen des d&#8217;abans de l&#8217;aparici\u00f3 d&#8217;aquestes.<\/p>\n<p>Un dels exemples m\u00e9s c\u00e8lebres en la hist\u00f2ria del m\u00e0rqueting \u00e9s la repercussi\u00f3 que va generar la <strong>campanya<\/strong> de la pel\u00b7l\u00edcula de terror <strong>The Blair Witch Project<\/strong>, l&#8217;any <strong>1999<\/strong>. Els encarregats d&#8217;aquesta campanya van fer servir a favor seu un <strong>Internet<\/strong> primitiu en qu\u00e8 encara no era possible discernir qu\u00e8 era ficci\u00f3 i qu\u00e8 no ho era per fer creure al p\u00fablic que la cinta estava constru\u00efda a trav\u00e9s d&#8217;enregistraments trobats a la vida real.<\/p>\n<p>El resultat va ser un \u00e8xit rotund: la cinta va tenir un pressupost de <strong>60.000 d\u00f2lars<\/strong> i va aconseguir una recaptaci\u00f3 a taquilla de gaireb\u00e9 <strong>250 milions de d\u00f2lars<\/strong>. L&#8217;expectaci\u00f3 que va generar l&#8217;enigm\u00e0tica campanya, a m\u00e9s, va generar una onada d&#8217;obres semblants que van conformar el g\u00e8nere del found-footage i va provocar que aquesta hagi estat recordada en l&#8217;\u00e0mbit de la publicitat fins a l&#8217;actualitat.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-62452 size-full\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/10\/Diseno-sin-titulo-15.jpg\" alt=\"Buzz Marketing\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2022\/10\/Diseno-sin-titulo-15.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2022\/10\/Diseno-sin-titulo-15-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2022\/10\/Diseno-sin-titulo-15-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Una_campanya_autentica_i_participativa\"><\/span>Una campanya aut\u00e8ntica i participativa<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Per aconseguir que el p\u00fablic objectiu senti la necessitat de parlar sobre el nostre producte, la nostra campanya ha de tenir certes caracter\u00edstiques. La principal t\u00e9 a veure amb l&#8217;<strong>autenticitat<\/strong>, i \u00e9s que l&#8217;audi\u00e8ncia ha de pensar en un primer moment que el que est\u00e0 veient o escoltant ha passat de manera <strong>genu\u00efna<\/strong> i t\u00e9 un objectiu m\u00e9s enll\u00e0 de vendre un producte al mercat.<\/p>\n<p>Un altre element clau que cal tenir en compte \u00e9s la <strong>participaci\u00f3<\/strong> del consumidor. Les millors campanyes de buzz marketing impliquen el p\u00fablic en el que est\u00e0 passant a trav\u00e9s d\u2019experi\u00e8ncies, creaci\u00f3 de contingut en xarxes socials o concursos.<\/p>\n<p>Un exemple important d&#8217;aix\u00f2 \u00e9s la campanya <strong>The Subservient Chicken<\/strong>, en qu\u00e8 <strong>Burger King<\/strong> va publicar un dels seus sandvitxos de pollastre creant una p\u00e0gina web on els espectadors podien donar ordres a un pollastre gegant que retransmetia un v\u00eddeo a trav\u00e9s d&#8217;una webcam en aparent directe, entre moltes altres accions. Tot i tractar-se d&#8217;un muntatge, l&#8217;audi\u00e8ncia va creure que les seves decisions tenien un impacte en temps real i va difondre la web de manera massiva.<\/p>\n<p><iframe title=\"subservient chicken\" width=\"400\" height=\"300\" src=\"https:\/\/www.youtube.com\/embed\/K0KjqQZquys?feature=oembed&#038;enablejsapi=1&#038;origin=http:\/\/blog.euncet.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<h2><span class=\"ez-toc-section\" id=\"La_naturalesa_viral_d%C2%B4un_producte\"><\/span>La naturalesa viral d\u00b4un producte<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>No obstant aix\u00f2, com en tota campanya de publicitat, el pes m\u00e9s gran el sost\u00e9 el <strong>producte<\/strong> en si mateix. Una acci\u00f3 de m\u00e0rqueting no \u00e9s veritablement exitosa si no aconsegueix <strong>transmetre una idea al consumidor<\/strong>, i \u00e9s per aix\u00f2 que moltes vegades \u00e9s el propi producte o servei el que aconsegueix generar una onada d&#8217;expectaci\u00f3.<\/p>\n<p>En els darrers anys, un dels casos que m\u00e9s han sonat \u00e9s el de l&#8217;empresa desenvolupadora de videojocs japonesa Nintendo i el llan\u00e7ament del seu joc per a m\u00f2bils <strong>Pokemon Go<\/strong>, una app que prometia poder capturar monstres virtuals en localitzacions reals gr\u00e0cies a la realitat augmentada.<\/p>\n<p>La idea innovadora va causar sensaci\u00f3 a molts pa\u00efsos i va fer que moltes persones es descarreguessin l&#8217;aplicaci\u00f3 fins i tot abans que aquesta estigu\u00e9s disponible de forma legal als seus pa\u00efsos. El joc, llan\u00e7at el 2016, va generar el 2022 uns ingressos de gaireb\u00e9 <strong>800 milions de d\u00f2lars<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-62458 size-full\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/10\/Diseno-sin-titulo-17.jpg\" alt=\"B\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2022\/10\/Diseno-sin-titulo-17.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2022\/10\/Diseno-sin-titulo-17-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2022\/10\/Diseno-sin-titulo-17-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Buzz_Marqueting_vs_Marqueting_Viral\"><\/span>Buzz M\u00e0rqueting vs. M\u00e0rqueting Viral<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Tot i que comparteixen similituds en la seva concepci\u00f3, el buzz marketing no \u00e9s un sin\u00f2nim directe de <strong>m\u00e0rqueting viral<\/strong>, ja que el primer viu <strong>m\u00e9s enll\u00e0 de les pantalles<\/strong> i les xarxes i <strong>es tradueix en conversa al m\u00f3n real<\/strong>, un gran avantatge del buzz marketing. Moltes vegades aquest impacte tamb\u00e9 acaba tenint <strong>un efecte m\u00e9s durador en la cultura<\/strong>.<\/p>\n<p>D&#8217;altra banda, el m\u00e0rqueting viral est\u00e0 m\u00e9s centrat en la capacitat de <strong>propagaci\u00f3 massiva<\/strong> i r\u00e0pida que ofereixen les plataformes digitals i, per tant, els continguts de les campanyes solen estar dissenyats tenint en compte la pr\u00f2pia naturalesa de les xarxes. Per aquests motius, el m\u00e0rqueting viral pot suposar una part important d\u2019una bona estrat\u00e8gia de buzz marketing, per\u00f2 no englobar-la en la seva totalitat.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Perills_a_tenir_en_compte\"><\/span><strong>Perills a tenir en compte\u00a0<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Una bona estrat\u00e8gia de buzz marketing pot tenir un gran retorn, per\u00f2 no \u00e9s or tot el que llueix. Un dels grans <strong>inconvenients<\/strong> d&#8217;aquest tipus de missatges \u00e9s que s\u00f3n <strong>dif\u00edcils de controlar <\/strong>des de la pr\u00f2pia marca, cosa que provoca que de vegades aquests es puguin interpretar de manera no intencionada per l&#8217;empresa.<\/p>\n<p>Tamb\u00e9 pot passar que l&#8217;audi\u00e8ncia no percebi la campanya com a genu\u00efnament aut\u00e8ntica i aix\u00f2 faci perdre <strong>credibilitat<\/strong> a la marca. En el pitjor dels casos, una campanya de buzz m\u00e0rqueting mal efectuada podria arribar fins i tot a promoure <strong>informaci\u00f3 falsa<\/strong>, fet que posa sobre la taula la q\u00fcesti\u00f3 dels <strong>l\u00edmits \u00e8tics<\/strong> de la publicitat.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-62455 size-full\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/10\/Diseno-sin-titulo-16.jpg\" alt=\"Fake News \" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2022\/10\/Diseno-sin-titulo-16.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2022\/10\/Diseno-sin-titulo-16-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2022\/10\/Diseno-sin-titulo-16-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"El_millor_moment_per_estudiar_marqueting\"><\/span><strong>El millor moment per estudiar m\u00e0rqueting\u00a0<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El paper del m\u00e0rqueting en el funcionament de les marques \u00e9s cada vegada m\u00e9s vital, i \u00e9s per aix\u00f2 que \u00e9s imprescindible que aquelles persones que vulguin dedicar-s&#8217;hi professionalment comptin amb una formaci\u00f3 actualitzada i completa a l&#8217;esquena. Amb aquest objectiu al cap, l&#8217;escola de negocis catalana Euncet Business School acaba de presentar el seu <strong>nou <\/strong><a href=\"https:\/\/www.euncet.com\/ca\/graus\/grau-marqueting-innovacio-i-tecnologia\/\" target=\"_blank\" rel=\"noopener\">Grau Universitari en M\u00e0rqueting, Innovaci\u00f3 i Tecnologia<\/a>, que preparar\u00e0 els futurs professionals en el disseny de campanyes eficaces i amb resultats tangibles.<\/p>\n<p>D&#8217;altra banda, si el que t\u2019interessa \u00e9s el Management i els aspectes m\u00e9s operatius del m\u00f3n dels negocis, el <strong>nou <a href=\"https:\/\/www.euncet.com\/ca\/graus\/grau-empresa-innovacio-i-tecnologia\/\" target=\"_blank\" rel=\"noopener\">Grau en Empresa, Innovaci\u00f3 i Tecnologia<\/a><\/strong> podria ser la formaci\u00f3 que faci enlairar la teva carrera professional. Si cerques una <strong>formaci\u00f3 transversal<\/strong> en qu\u00e8 convergeixin tant el m\u00e0rqueting com l&#8217;empresa, tamb\u00e9 et podria interessar el <a href=\"https:\/\/www.euncet.com\/ca\/graus\/doble-grau-empresa-marqueting-innovacio-i-tecnologia\/\" target=\"_blank\" rel=\"noopener\">Doble Grau<\/a> que engloba ambdues disciplines. Per acabar, si ja has cursat una formaci\u00f3 universit\u00e0ria i t&#8217;agradaria aprofundir encara m\u00e9s en el m\u00e0rqueting des del punt de vista de la transformaci\u00f3 digital, et recomanem informar-te sobre el <a href=\"https:\/\/www.euncet.com\/ca\/masters\/tecnologies-aplicades-al-marqueting\/\" target=\"_blank\" rel=\"noopener\">M\u00e0ster en Tecnologies Aplicades al M\u00e0rqueting<\/a> d&#8217;Euncet.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>De totes les classes d&#8217;estrat\u00e8gies de m\u00e0rqueting que existeixen, poques poden produir un efecte m\u00e9s gran en poc temps i ressonen tant amb els temps que vivim com ho fa el buzz marketing, que torna a cobrar import\u00e0ncia en les estrat\u00e8gies de les empreses gr\u00e0cies a factors com les xarxes socials. No obstant, no es [&hellip;]<\/p>\n","protected":false},"author":24,"featured_media":62449,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[454],"tags":[],"class_list":["post-56333","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marqueting-comunicacio-i-vendes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Buzz Marketing: Genera conversa amb la teva marca | Blog Euncet<\/title>\n<meta name=\"description\" content=\"El Buzz Marketing \u00e9s una de les estrat\u00e8gies m\u00e9s efectives en publicitat i consisteix en generar una conversa sobre el teu producte.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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