adtech sydney 2009 effects of transparency
DESCRIPTION
Effects Of Transparency: Cash For Comment And The Dark Marketing DebateCash for comment or dark marketing is as old as the hills but of late has bubbled over into the broader consciousness. As social media emerges we can expect to see more blurring of the ‘old rule’ guidelines.Marketers are exploring creative ways to engage consumers’ participation and brand advocacy but when is it 'cash for comments' or 'dark marketing'? Is it effective and what are the repercussions on the brand? Do we need a new set of guidelines or is it on for young and old? In the world of Web2.0, new rules of engagement are yet to be written.TRANSCRIPT
Effects of Transparency: Cash for Comment & Dark Marketing
Bio:Julian Cole
Julian Cole is aDigital Strategist at The Population ‘A Digital Communications Agency for the Social Web’
Has worked for Seek, Foxtel, Coca Cola, Dosh Wallets, Skins, Cancer Council
Writes the Top 10 Australian Marketing Blog Adspace-Pioneers
Can be found on Twitter www.twitter.com/juliancole
Identity theft
Deception vs Transparency
Coke Zero >>
WITCHERYMAN
Nike Football
Ford gives Blogger 1 week
test drive
Kmart gives 6 bloggers $500 gift
voucher
May 31, 2001
“How about a column on this new online policy of placing ads in middle of stories? …” – Marie Toshack
Bloggers value advertisements, not only for the money they can ring, but the credibility they lend to their site.
Bloggers value advertisements, not only for the money they can ring, but the credibility they lend to their site.
Paying bloggers to spruik a brand could become an accepted practice in the future, according to Forrester Research.
Paying bloggers to spruik a brand could become an accepted practice in the future, according to Forrester Research.
Cash for Comments
Future Rules of Engagement
Q&A
Thank YouFor a copy of this presentation and follow up thoughts:http://meetdavelee.blogspot.com
Panel Moderator
David [email protected]
Panel
Julian [email protected]