POLEMICHE / PERSUASIONE OCCULTA E MARCHETTE
Buzz marketing? No, grazie
Si chiama buzz marketing . O se preferite word of mouth . O se preferite passaparola . A noi piace chiamarlo marchetta . Nel senso giornalistico, o antigiornalistico del termine.
Funziona così. L’azienda che produce la merendina “ Godimento lento ” non riesce a sfondare nel mercato solo con spot tv e radio, che poi son costosi. I giornali, per carità, ormai son moribondi. E così eccoci ai blog. Perché non lanciare il nuovo marchio sui siti più influenti? Pagando? Con un banner , recognizable as such advertising space? Of course not, or mica works.
Much better blow to the player's perception that "Enjoyment slow" is the most fashionable brand of the moment and it is for its extraordinary quality objective. Just some quotes in the blog reference, the most credible and influential in the blogosphere, and you're done. Introducing "spontaneously" the cult of pleasure, the coolest brand.
Yeah, but how do you get bloggers to talk about, well, the slow Enjoyment (copyright Biagio Antonacci )? Well, there is the ancient method: some € underhand and we know that bloggers are poor people, who arranges, does what it can. Or they reward them with something immaterial , dinner, four capons.
We are talking about the evil of buzz marketing? Yes
E 'something illegal? No.
E 'an entirely legitimate commercial if done in an intelligent and creative. There are serious companies, which try to spread the brand trying to reach the most influential opinion leaders and trying to convince them, with the strength of quality, quality of the product.
If not, and is the largest number of cases, the buzz leads to an improper mingling of advertising, publicity and information, which is ethically devastating and determines the end of credibility a blog. Because you know mica if your trust is the blogger buzz marketing. Mica know if it's pay per post . Mica know if I enjoy writing and then I get paid.
Perhaps it is useful to give an example. A Red chicory, a few months ago, we received the mail a company that offered money to write about her. Ignored. Now we get explicit proposal buzz marketing. By mail, of course, as confidential. The gentle writer puts it down like this: "Our aim is to relate the bloggers with companies selecting the blogs that we think the most interesting and innovative campaigns creating buzz online about brands, products or initiatives."
Good. Flattered to be considered among the blog " most interesting " intrigued us for " innovative campaigns Word of mouth . These join the community and to "write a post in his own hand being rewarded." Here we are.
The company specifies, for the avoidance of doubt: "You will not be never forced to publish an article, because our sole purpose is to create a transparent channel with the blogger and his readers, in full respect of the precious space to compare and manage information. "
Excellent. All right then? Not really. If I want to earn, they do not need to tell me what to write. Just log in "to our platform" and select "the best country in the style of your blog." Any good.
Actually "they" do their best to convince that this is a " small revolution of advertising " totally innocent and beneficial. There is also a code of ethics condemning "deception, infiltration, dishonesty, lo shilling , e altri tentativi di manipolare i consumatori”.
Ma l’inganno non è una sovrastruttura del buzz marketing: è il cuore stesso della strategia virale , nel senso deteriore del termine. Se io faccio un post dicendo: ho concordato con l’azienda Godimento lento di pubblicare un video che decanti le qualità del prodotto, che peraltro mi piace molto, l’efficacia sarà scarsina. Se invece metto, senza nessuna avvertenza particolare, un video in which a girl refuses the advances of the soft muscular lover to pursue the joys of Enjoyment slow, I got a good result for the company. With a single click. So much so that the agency is quick to specify that if "you will post a video remunerated according to the views received " . Voilà. All very natural, of course.
In short, we do not like the buzz , there seems to be a wrong strategy, and even at best, a pollution of the spontaneity of the site and the relationship of trust with the reader. Because, as the learned say, it ends in ' astroturfing , or in creating an artificial consensus on a product, altering the perception of the first bloggers, and then to its users.
So we say it openly: this site does not buzz, buzz does not accept fees for underground "advice" disguised by post.
If and when it decides to accept advertising, it will openly and transparently.
Among other things, having little capacity for sublimation of sex with snacks and chips, continue to despise the snack Enjoyment slow, horrible saturated fatty acids.
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