Advertorial vs. recomandare pe blog
De cele mai multe ori o recomandare venita din partea unei surse apreciate de public (prieten, ruda, site, persoana influenta, lider de opinie etc.) are o valoare mult mai mare decat un anunt publicitar la acelasi produs/serviciu. Fireste ca daca recomandarea este realizata la un produs/serviciu cunoscut, promovat si prin publicitate, e mai usor sau bine.
Blogul are in sine “atasata” ideea de “comunitate” – inteleasa ca grup de oameni care citesc acel blog in mod regulat (evident cu “miscari de personal” firesti). O persoana are un anumit public. Nu cumva insa daca o companie doreste sa promoveze un produs/serviciu va avea rezultate mai bune daca se va intalni cu acel blogger sau va vorbi (la telefon ori utilizand emailul) si va discuta posibilitatea unui anunt tip recomandare/recenzie pe al sau blog? Intelegerea poate avea si implicatii financiare – o suma platita acelui blogger, poate implica oferirea gratuita a unui produs (gen telefon nou ori chiar masina daca se considera potrivit ori… cosmetice sau orice altceva).
Insemnarea de azi porneste de la o situatie remarcata de Raluca Zamfir si prezentata pe al sau blog aici. Asa dupa cum se remarca, se face trimitere la o insemnare de pe blogul lui Catalin Tolontan – un material scurt, publicitar, al unei banci. Daca initial, spune Raluca, era lasata activa optiunea de comentarii – aparand se pare unele mai putin “dragalase”- optiunea in cauza a fost dezactivata. Sa demonstreze cumva acele comentarii reticenta cititorilor de bloguri (fie ei la randu-le bloggeri, fie simpli cititori) la publicitatea nemascata? Sa fie un semn ca orice companie ar trebui sa se indrepte spre alte modalitati, adaptate online-ului?
Posibilitati ar fi: un banner de exemplu pe site si o recomandare. Sau o recenzie. Sau… – idei cu siguranta mai sunt. Nu incerc aici sa critic pe cineva, sau sa judec vreo abordare. Nu este locul meu si nici sarcina mea asta. Consider insa ca pe orice modalitate de promovare trebuie implementata cu cap: utilizand mijloacele aflate la dispozitie adaptand continutul insa.
Intr-o situatie in care cel ce scrie pe blog accepta publicitate – in acel format – si el isi asuma si reactiile si impactul pe care masura il are asupra sa.
Insemnari similare
prostia nu vine de la continutul in sine sau pozitionarea lui topografica 🙂 prostia vine din alta parte zic eu. fiind blog legat de sport unde comenteaza ultrasii si fiecare post are 500 de comentarii e cam ciudat sa intrebi “ati auzit de produsele milleniium bank?” plus ca posturile lui tolo sunt de 2 categorii. cele legate de fotbal cu sute de comentarii si cele legate de media cu cate 10 comentarii. pai ce se astepta sa comenteze aia 500 la millenium bank? era clar ca o sa vina zoso! daca risti asa, iti asumi consecinta. ar fi trebuit sa scoata comentariile, in the first place.
Si asa aflam mai multe detalii despre comentarii – nu stiu, asa cum am precizat, despre cine era vorba, cine ce comentase. De la un moment dat, nici nu mai este important. A fost un exemplu – probabil nu singurul de la noi cu o situatie de gen – prilej pentru a dezbate chestiunea. Cu siguranta ca agentia a tinut cont de mai multe aspecte inainte de a selecta acel blog pentru un text publicitar. O formulare de tipul “Aveti cunostinta despre produsele” probabil nu ar fi functionat, insa o insemnare de tipul: am analizat oferta si mi s-a parut interesant ca… prin comparatie cu altele etc… O evidentiere a punctelor tari ale bancii – puse la dispozitie de reprezentantii bancii sau agentiei – sau o recomandare a unui tip de credit… se puteau face in multe feluri. Dar acum nu acest fapt este important.
Am incercat aici insa, intr-un fel, sa realizez un material care sa foloseasca in final atat tinerilor, cat si celor ce lucreaza in agentii sau companii si citesc aceasta insemnare sau blogul meu in sine. In final, din orice, invatam – sau asa ar fi de dorit.
speram sa citeasca si tolo 🙂
Notiunea de blog mi se pare cumva incompatibila cu ideea de a dezactiva optiunea de comentarii. Este adevarat ca pe blogul sau fiecare face ce vrea. Pe de alta parte, ideea de comunitate in jurul unui blog s-a creat tocmai prin acest dialog dintre blogger si cititorii sai. A bana comentariile echivaleaza cu un “ciocu’ mic” adresat cititorului.
Pe de alta parte, companiile care decid sa-si faca reclame pe bloguri stiu cu siguranta ca se expun si unor comentarii mai putin magulitoare (asta e, nu putem fi pe plac tuturor). Daca cenzuram comentariile negative pe bloguri, ele vor aparea pe forumuri, pe alte bloguri. Mi se pare insa ca printr-o astfel de masura un blogger isi pierde din credibilitate.
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