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I found a good article by Andy Sernovitz, CEO of WOMMA (the Word of Mouth Marketing Association) over at iMedia Connection which talks about the differences between “honest word of mouth marketing and sleazy stealth campaigns”.
It’s aimed more at the traditional offline and corporate mega-product world, but applies equally to online marketing practices. It’s very instructive reading and I’m glad I found it:
Word of Mouth Tactics: Honest Marketing
They also have a Practical Ethics Toolkit available.
Especially interesting is the Ethical Blogger Contact Guidelines: 10 Principles for Ethical Contact by Marketers
Would love to hear any thoughts about this one . . .
-Zack
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