So many marketers are thinking about how to create buzz for their product or service but not what to do when it is over. Like other marketing tactics before, the lifespan of buzz is getting shorter. And then, what happens? You’re yet another Facebook page, yet another Twitterer… in the end, clutter. If the buzz remains just what it is and doesn’t stick or lead to action — basically: make people care — if it doesn’t do that, it’s like fireworks: boom, wow, gone, so what.
It’s more and more important to have a sensible long-term marketing strategy. Buzz doesn’t accomplish that.