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.