Hidden marketing is a set of measures aimed at creating a sustainable positive image of a brand , product , service or company among all target audiences (customers, consumers , partners, employees ).
The Essence of Hidden Marketing
Hidden marketing can be used as a separate method of promotion, as well as in combination with other advertising tools , PR , viral marketing .
The purpose of hidden marketing is not direct advertising of a product or service , but non-advertising promotion, when information about a new product or service is delivered to the consumer in an unobtrusive way so that consumers are not aware that they have become the target of advertising exposure.
The most common form of hidden marketing is rumor marketing (also known as buzz marketing or word-of-mouth marketing). In this case, the advertising message is distributed through the exchange of opinions about the product between consumers .
The History of Emergence and Development of Hidden Marketing
Hidden Marketing in the 19th Century
Elements of hidden marketing have been used for several centuries . It is known for certain that as far back as 1864, cognac master Shustov resorted to similar techniques to promote Armenian cognac. When the product first went on sale, Shustov hired dozens of students who went to Moscow drinking establishments and demanded "Shustovsky" cognac . If this was not found, the young people had a scandal with a fight - the information got into the newspapers , creating a viral effect . After a month or two, the whole capital knew about Shustov cognac .
- Website promotion in social networks
- Viral marketing
- Alternate reality game
- Content marketing