A response to a Dan Gillmor blog entry entitled 'Buzz-Makers: More Disclosure, Please'. In the article Mr. Gillmor comments on a newsweek article about companies giving Veeps free stuffs in the hope these famous people would generate buzz through their blogs (and electronic word-of-mouth in general), and calls for more disclosure from such practices. In the article's comments section:
I do agree with Mr. Gillmor that more disclosure needs to be made, its just that its also the public's responsibility to demand such disclosure. Its because responsible adults often fail to make such demands that Indonesians are so suceptible to cheap marketing tactics.
Subsequently I'm sure many Marketing and Marketing Communication students could remember that word of mouth is said to be the most effective marketing tool. And to think how powerful it has become now that the conversation is happening real-time worldwide on TBL's World Wide Web...
disclosure: I've been following Mr. Gillmor since Lawrence Lessig mentioned his book, 'We the Media' on his blog. I'm a fan, obviously.
addendum: I should also add that Word-of-Mouth is considered most effective because it is most trusted (eg. you'd trust a close friend's opinion more than the product maker's or a reviewer's or and advertisement). And also, that Marketing Communication is a knife (or gun, if you will). They don't kill, people do.
And while I'm at it, I'll also say that Psychology (wether social, clinical, or popular) is also a gun. Especially when used with Marketing Communications.
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