Mediaboss Marketing

Is word-of-mouth information on the Internet trustworthy or to be taken with a grain of salt?

The operator of a popular website collecting presumably honest consumer commentary about restaurants is endeavoring to gain consumer trust and ensure planted stooges aren't unleveling the playing field.

Kakaku.com Inc., which runs the site Taberogu, said in January it found 39 companies that had been paid by certain restaurants and shops to talk them up and asked that such mercenary practices cease.

Pretending to be a satisfied consumer posting complimentary comments is a classic example of stealth marketing, a practice that has gained greater traction in the online world.

Following are questions and answers regarding stealth marketing:

What defines stealth marketing?

Stealth marketing is an attempt to dupe consumers into believing that what they see posted are honest comments from their peers, not paid propaganda disguised as input from ordinary folks.

Generally, if restaurants, shops and other establishments pay people to write something positive about them on the Internet, that constitutes stealth marketing.

When did stealth marketing in its current form start?

The actual term was coined probably around 2006 in the United States, when Edelman, a large public relations firm, reportedly paid bloggers to travel across the country and write positive commentary about one of its clients, Wal-Mart Stores Inc.

Original post:
Caveat emptor: Not all 'word of mouth' blogs unpaid