The most important aspect of buzz marketing is being able to create a story that consumers as well as the media will find interesting and relevant. That story can be simpleâ??but it must be visual. It can start with a product, but it must have a contagious element added in. The reason that people talked about the Palm Pilot, for example, was its “wow” effectâ??and it was visible. Some may say this is not part of marketing. Our panel disagrees.