Hidden Advertising, Hidden Marketing

Hidden Advertising, Hidden Marketing

Increasingly popular is gaining such a tool for promoting goods and services as PR in the Internet. Classic schemes for promoting Internet resources in search engines and contextual advertising have shown their effectiveness, but because of the great competition they are becoming more expensive and less available. In place of classic advertising comes advertising hidden.

Today, in the Internet around the world, there are several million people who are called viral, virtual agents . The work of these agents, as a rule, lies in the fact that communicating on forums, blogs or social networks, they at every opportunity mention a particular brand and / or link to the site of the company-customer.

It is almost impossible to distinguish such advertising from an ordinary message. Information is delivered to the consumer in an unobtrusive form, in such a way that a person does not even suspect that advertising is before him. For this information takes the form of personal experience or the experience of friends and acquaintances, revealing the features of the product’s advantage.

Types of hidden marketing on the Internet.

Buzz marketing, “word of mouth” marketing, rumor marketing – dissemination of prepared information in the form of rumors. It is such a powerful tool that it penetrates even into closed communities. uses the ancient habit of a person to share information with other people;

– WOM (word-of-mouth), marketing of conversations, oral marketing, word of mouth, rumor – transfer of information from person to person (verbally, by phone, letter, blog, forum, etc.) ;

– SMM (Social Media Marketing, social marketing) – marketing in social networks;

– Guerrilla marketing – activities based on unusual, out-of-bounds, “guerrilla” ideas;

– Viral marketing is a marketing technique in which a product or service affects a person so much that he himself becomes an active distributor of information about them, “becomes infected” and, involuntarily, becomes an advertising medium;

– Hidden advertising, hidden marketing – virtual communication on various Internet sites: blogs, various forums, including thematic, communities, chat rooms, etc. Hidden marketing on the Internet has significant advantages over traditional channels: direct and rapid impact on the audience, long-term performance, efficiency, etc. An effective area for hidden advertising are social networks.

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A social network is an interactive multi-user web site, the content of which is filled by the participants of the network. The social network is aimed at building communities on the Internet from people with similar interests and / or activities. The most famous social networks are Facebook, Twitter etc. When placing such an advertisement, you can not mention either a specific company or a specific product. Usually for this purpose create several pages-accounts with a lot of “friends”, groups are formed that are directly related to the advertised product. Also, advertisers are especially attracted to blogs, which are considered as a means of promoting goods, services, companies, politicians, etc. The ability to leave comments, expressing your opinion about what was written, makes blogs a fairly visited internet site. A distinctive feature of hidden advertising in blogs is that when correctly executed, such advertising is almost impossible to isolate from the total mass of texts written by the owner of the blog.

Various studies and developments were carried out, which showed that the audience of blogs consists of those segments of the population that belong to the solvent consumer groups . At the same time, bloggers have enough confidence in what is written on blogs. This is due to the fact that they are something like a personal diary of the person who leads this blog. The effectiveness of such advertising depends on the ranking of the blog in the search engines and the number of readers.

The blogger simply shares his views and views, which creates the illusion of unobtrusiveness and trust . Of all the tools of hidden promotion on the Internet, the most popular is the work with forums. A forum is a class of web applications for organizing the communication of visitors to a website. The forum offers a set of sections for discussion. The work of the forum is to create topics for users in sections and subsequent discussion within these topics. A separate topic, in fact, is a thematic guest book. The information placed on them is unobtrusive and not limited in time. Abroad, hidden marketing has been used for a long time.

Such major international brands as Samsung, Sony, Tuborg, Ferrero, Microsoft, Nestle, PepsiCo promote their products on the Internet using virtual agents . History has long been known for many cases of mutually beneficial and successful cooperation of bloggers and brands. For example, Nokia in Canada provided new camera phones to hundreds of bloggers from Toronto and Vancouver. Of course, the company wanted to receive positive feedback, which will be read by as many people as possible. As recipients of camera phones, young fashion authors were selected who were read by at least 400 users per day. Hidden advertising in blogs, social networks, forums, etc. has a huge potential for development.

With the help of hidden marketing technology it is possible to generate interest of users to the features of the product along with its merits, adjust the communication process between people who have already used the product or service, and potential audiences, creating the necessary emotional attitude to the product or service.