Open AccessTECHNOLOGY TRANSFER IN BUZZ MARKETING
Author(s) -
Rodrigo Vinícius Sartori,
Dálcio Roberto dos Reis,
João Luiz Kovaleski,
Sílvia Gaia
Publication year - 2011
Publication title -
revista gestão industrial
Language(s) - English
Resource type - Journals
ISSN - 1808-0448
DOI - 10.3895/s1808-04482011000200004
Subject(s) - marketing buzz , competitor analysis , business , digital marketing , marketing , process (computing) , online advertising , social media , advertising , the internet , computer science , world wide web , operating system
Some innovative companies adopt Buzz Marketing strategy for brand valorization and market share growth: they plant ideas and concepts in Digital Social Networks (like Facebook, YouTube and Twitter), and, in a viral effect, users massively transform it in a gigantic campaign. At same time, what was originally planted is added with new ideas and opinions from Market – users, consumers, potential consumers, specialists, competitors and all kind of stakeholders. So, inside Buzz Marketing process arise real opportunities for Technological Innovation – and be capable to manage it requires a new understand about Technology Transfer: its possibilities under Web 2.0