Wednesday, May 23, 2007

Netseeding defined

Definition: a non-branded Internet commercial and guerrilla marketing tactic made famous by the recent Bridezilla wig-out clip on YouTube.

“You plant your seed on the net, you nurture it, you watch it grow and then, hopefully, you watch it become a phenomenon that everyone’s talking about, which is exactly what happened with the wig-out video,” Burnout Productions producer Robbie McNamara told the CBC this past February.

Ethical marketing practice or not? That is the burning question.

What I know for sure is that media consumers today are becoming increasingly cynical (not to mention frustrated) about the deceptive practices of modern marketers.

Which makes me wonder: sure, the YouTube incident got everyone talking – but what was the actual benefit to the brand in question?

Did the hair product’s 15 minutes of fame translate into a stronger brand – or did it simply flag the company as a bunch of tricksters who will do anything to make a buck?

Public relations is first and foremost about building relationships with audiences, not duping them into buying a product or idea.

Building brand longevity takes time and trust; only an ethical approach to communication can achieve this in the long run.


Good News Journalist said...

Great Post Kerry.

My friend Mark Dice uses netseeding all the time to advertise his website

He gets tonnes of traffic to his site, because of his crazy videos on uTube!

Kerry Ramsay, Professor said...

Would your blog post be one example of that netseeding in motion?

Erin Bellwood said...

There has also been a good idea of netseeding that has also happened on uTube. The Dove real image ad that a Toronto base marketing firm developed for Dove that was also put on uTube.

The ad featured the process of making an image on a billboard. They used a women that looked like a bum taken off the street made her over. They then photoshoped her image to be unrealistic, which ended up the final Billboard image.

Unlike the crazy Bridezilla example the Dove ad campaign has a positive idea surrounding its branding efforts. Even though their motives are the same to get many people to see their product the Dove ad seems a little less unethical then that of the reality tv show.