Buzz Drives Two-Thirds of U.S. Economy
Traditionalists are missing out on huge potential by not tapping in to the buzz marketing phenomenon, contends McKinsey & Co. strategy consultant Renee Dye in a 2001 Harvard Business Review article titled "The Buzz on Buzz."
According to McKinsey & Co.'s findings:
* 13% of the U.S. economy is largely driven by buzz (toys, sporting goods, motion pictures, broadcasting, amusement and recreation services, and fashion)
* 54% is partially driven by buzz (finance and investment products, hotels and lodging, electronics, printing and publishing, tobacco, automotive, pharmaceuticals and healthcare, transportation, agriculture, and food and drink)
* 33% is largely immune to buzz (oil, gas, chemicals, railroads, insurance, utilities)
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Was there any talk of search engines being used as part of the buzz vehicle?
No, we didn't consider the impact of search engines for the purposes of this piece.