Marketing szeptany obecny jest w globalnej sieci od wielu lat, jednakże dopiero w ostatnich kilku podejmowane są próby zamknięcia go w ściśle określonych ramach. Cel? Wykopanie nieprzekraczalnej przepaści między tym co etyczne, a tym, nad czym należy spuścić zasłonę milczenia.
Zanim przejdę do rzeczy, krótkie wyjaśnienie dla osób, które nie miały dotychczas styczności z tzw. WoMM-em (Word of Mouth Marketing). Zadaniem „marketingowych szeptów” jest prowokowanie do rozmów o produktach, kierowanie internautów na pożądane przez siebie tory dyskusji oraz udostępnienie im materiału – tzw. „contentu”, na temat którego będą mogły być prowadzone rozmowy.
A piszę o tym wszystkim dlatego, ponieważ 27 marca odbędzie się w Warszawie konferencja, na której zostanie podjęty – chyba po raz pierwszy z takim rozmachem w Polsce – temat prowadzenia działań z zakresu marketingu szeptanego, jego postrzegania przez klientów, agencje reklamowe oraz przede wszystkim przez konsumentów. Organizatorem spotkania „Taka konferencja rze muwie WOMM” jest Maciej Budzich, autor bloga Mediafun. Oprócz niego wśród prelegentów znajdą się: Natalia Hatalska (Hatalska.com), Piotr Waglowski (prawo.vagla.pl), Mariusz Woźnicki (Harder & Harder) oraz Michał Wolniak (Heureka).
Dyskusja zostanie podzielona na dwa panele:
1. Jak branża PR postrzega marketing szeptany (Norbert Kilen, Sebastian Łuczak, Marek Wróbel, Maciej Makuszewski).
2. Marketing szeptany – etyka, kodeksy i przyszłość branży (przedstawiciele agencji reklamowych i branży interaktywnej).
Podczas konferencji mają zostać również zaprezentowane pierwsze rezultaty opracowywanego pod patronatem Międzynarodowego Stowarzyszenia Reklamy IAA Kodeksu Etyki Marketingu Szeptanego.
Taka konferencja rze muwie WOMM
Wstęp jest wolny, należy jednak wcześniej się zapisać oraz poczekać na potwierdzenie od organizatora. Wszystkim zainteresowanym tym tematem polecam lekturę bloga Mediafun (Taki mamy marketing szeptany, że nawet szeptem wstyd o nim mówić oraz You talkin’ to me? czyli konferencja o marketingu szemranym).
Pozostając w konwencji tytułu konferencji stwierdzam, rze hyba bendzie śę dźało…
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