I have been working a lot on buzz and viral marketing lately; great space and a fantastic innovation in marketing methods and practices. In fact a small revolution because the concepts of one-to-one marketing and micro-segmentation that were developed a few years ago are now usable in the field.
Influence marketing (buzz, viral, word-of-mouth...) is a great response to
the drop of efficiency of more traditional methods and I think these
methods are also particularly well suited tomarkets like teenagers and to product launches. However, I think it requires some pretty clear rules like disclosure by people participating to a buzz campaign and absolute freedom for buzz participants to say whatever they feel is adequate, fair and honest about the offering being promoted. Just an exciting field.