Astroturfing
Anyone who's been a regular reader of this humble blog knows how often I write about authenticity. As a matter of fact, the posting immediately preceding this one was about that very issue.
Because of the trend of deceptive marketing tactics the term astroturfing has been coined. First, let me explain what astroturfing is. Astroturfing is planned, formal marketing activity that is supposed to look like real, grass-roots activity. See, astroturf is fake grass, astroturfing is fake grass-roots.
Go to the NewPR Wiki or to Seth Godin's site to read more about astroturfing, but the bottom line is this: IT'S A BAD IDEA! As a company that markets to kids and their moms we've long felt that being deceptive is not only wrong but ineffective. Just be real.
Posted by Spidey
4 Comments:
Good stuff - it is insidious, hopefully people can be made more aware of it and learn how to sort the fake from the real
July 21, 2006
It just takes one slip-up to lose credibility forever.
July 24, 2006
It just takes one slip-up to lose credibility forever.
July 24, 2006
Kids can smell fake from a mile away and they'll happily call you on it. There are potentially severe ramifications here. It would be worse for a company to spend tons of money on a marketing effort and have kids think it is "fake" than if they had never spent that money or done any marketing at all.
July 26, 2006
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