AdTech Sydney 2009 Effects Of Transparency


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Effects Of Transparency: Cash For Comment And The Dark Marketing Debate

Cash 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.

Published in: Business, Technology

AdTech Sydney 2009 Effects Of Transparency

  1. Effects of Transparency: Cash for Comment & Dark Marketing
  3. Bio: Julian Cole <ul><li>Julian Cole is a Digital Strategist at The Population ‘A Digital Communications Agency for the Social Web’ </li></ul><ul><li>Has worked for </li></ul><ul><li>Seek, Foxtel, Coca Cola, Dosh Wallets, Skins, Cancer Council </li></ul><ul><li>Writes the Top 10 Australian Marketing Blog </li></ul><ul><li>Adspace-Pioneers </li></ul><ul><li>Can be found on Twitter </li></ul><ul><li> </li></ul>
  4. Identity theft
  6. Deception vs Transparency
  7. Coke Zero >>
  9. Nike Football
  10. Ford gives Blogger 1 week test drive
  11. Kmart gives 6 bloggers $500 gift voucher
  12. May 31, 2001 “ How about a column on this new online policy of placing ads in middle of stories? …” – Marie Toshack
  13. Bloggers value advertisements , not only for the money they can ring, but the credibility they lend to their site.
  14. Paying bloggers to spruik a brand could become an accepted practice in the future, according to Forrester Research.
  15. Cash for Comments
  16. Future Rules of Engagement
  17. Q&A
  18. Thank You For a copy of this presentation and follow up thoughts: Panel Moderator David Lee [email_address] Panel Julian Cole [email_address]