Indeed, in the 21st century, we ignore buzz at our own peril, three new books on the the subject say. In contrast to Gladwell's more scholarly tome and Godin's fast, flashy approach, Rosen packs his 303 pages with research and strategy. His book may be drier, but ultimately it's a more useful read for marketers. Rosen, a former marketing exec for Niles Software, argues that influencing the zeitgeist is no longer the province of a handful of powerful opinion leaders making their views known. The marketer's job is to ferret out these networks and take maximum advantage of them.
Positive buzz can send new-product sales soaring to dizzying heights.
For example, 3Com ignored traditional marketing methods with its PalmPilot. Instead, it turned the product into a hit by underpromising and overdelivering. Similarly, instant-messaging software grew like wildfire because, as more users signed on, the service's value increased to everyone who jumped on the bandwagon. Rosen cautions that nothing kills buzz faster than disappointment. The company mounted a smart, high-profile ad campaign.