The Latent Marketing
This report special agents of influence of the advertising information in the latent form to target audience by means of discussions, recommendations, an exchange of opinions in forums, blogs, communities and social networks. Agents of influence are the skilled Internet users well understanding a theme set by the advertiser. They quickly find common language with usual users, are capable to convince them to get this or that product. Do not extend obviously false, illegal or discrediting competitors the information.
At competent and skilful application the latent marketing is the effective and powerful tool of advertising. According to analytical researches, 78 % of people trust opinions and recommendations of other consumers and 61 % – information in thematic blogs. Much the smaller trust is deserved by advertising in dispatches for which the user, the information on sites of the companies and traditional (direct) Internet advertising has subscribed. For a long time and with success put into practice tools of the latent marketing autodealers, insurance agents, manufacturers of pharmaceutical production and cosmetics, etc.
Example of similar work from alcoholic branch – Live vodka. In «Live Magazine» (www. livejournal.com) the community of fans of one known mark of vodka has opened. The new platform should become a dialogue place of everything, «at whom in a soul live eternal values who appreciates the present man’s friendship and good rest in a good company». The community is opened for all. Special rules here are not present, the main thing that each post was «with soul». The very first user of a resource under anybody of the vodka with the same name watches it. Once a week in community leaves the electronic newspaper – the most interesting about vodka and about everything that with it is connected.
Non-standard kinds of Internet advertising and PR
Qualitative “virus” (for example, a ridiculous videoclip, a joke, a song) on a theme anyhow connected with those or other goods \service is created. For brand “virus” it is used Product placement – technology of unostentatious introduction of the information on a brand in the basic content. Further there are “crops” on various platforms (blogs, forums, social networks). If “virus” successful it starts to extend on a network with a speed and in scales of present “epidemic”. Here only to predict to (estimate) an end result and the benefits received for a brand here it is difficult enough. In it an essential minus of the given technology.
PR in a printing press and in online.
PR-technologies (including – on-line) become more and more claimed in advancement of any goods and services. They allow in the latent form (and it is frequent – free of charge) to leave on a mullions-strong audience of the printing press and its network analogues and to popularise those or other brands. Here a good example. The alcoholic brands mentioned above cannot be advertised directly in a political press (and on very visited unspecialized sites online where the daily audience can reach 100 000 persons and more). But it is possible to write article (for example, on a theme «How to save in crisis? The main thing is to choose the checked up products …») and to publish it in one dear newspaper with circulation of 2 million copy (and on its site with attendance of 50 000 persons a day). And in article it is unostentatious and it is veiled under this most «the checked up product» very known and dear vodka mark.
Today without the information about how to increase web site traffic – your online business is in trouble. Get website traffic and increase your profit.
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