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BzzAgent Case AnalysisDave Balter, the 33-year-old CEO and founder of Boston-based BzzAgent, Inc., a word-of-mouth marketing firm. It was mid-October 2005. Balter reflected for a moment on how good life was: His wife was about to give birth to their first child and his company was doing a land-office business. He was pioneering the Word-of-Mouth Marketing Revolution and people were buying in. marketing agencies before founding BzzAgent. Ever the entrepreneur, he noticed that over time, traditional media was losing effectiveness. People were turning increasingly to commercial-free satellite radio and TiVo-ing through television ads, two media channels that had once been considered the most effective at reaching audiences. And even in 816-081 Raising Capital at BzzAgent 2 print media and online where consumers were bombarded with colorful slogans and banner ads, they were tending to ignore them. TIssues: Low credibility of WOM industry. Competition with dominant substitutes. ROI

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