Everyone is chasing Internet buzz. But be careful. Online hype doesn't always deliver.

The article discusses issues related to the use of online-based buzz marketing strategies. The buzz believers preach that buzz marketing will trounce traditional advertising and that its payoffs are as high as its costs are low. In fact, contrary to the notion that buzz marketing is a cheap route to exposure for small companies, most of the successful campaigns cited by buzz-centric marketers are big-company projects backed by multimillion-dollar advertising budgets.