Those ‘sly’ marketers

By Steve Outing

We had a power outage in parts of Boulder County yesterday, and the Boulder Daily Camera covered it in a news story (if a bit late, since the Sunday crew apparently hasn’t been trained in web publishing). The very first user comment about the story appears to be from a sly marketer for a company that makes backup generators:

“Disasters, Hurricanes, Tornados, Wind Storms. We’ve all seen the after-effects, entire communities without power. I’ve read that on average 3.5 million people lose their power in the US each week! We just bought a generator from [company name removed] that now will ensure our family has the power needed when faced with these unexpected outages. With back-up power, our home now stays well lighted, secure, keeping our food cold and fresh and our air conditioning working. Our generator will also keep our sump pump working to protected the basement from flooding.”

Good grief. The wording is so obviously from the company’s marketing department. (No, I haven’t confirmed that. But it seems obvious, and at least one other commenter came to the same conclusion.) Traditional marketers are struggling with how to engage in online conversations and get a grasp on “social marketing.” This is so clearly NOT the way to do that. (They’d have done better by being honest about it. The wording above is embarrassing.)

Author: Steve Outing Steve Outing is a Boulder, Colorado-based media futurist, digital-news innovator, consultant, journalist, and educator. ... Need assistance with media-company future strategy? Get in touch with Steve!

One Response to "Those ‘sly’ marketers"

  1. Matt Swanson
    Matt Swanson 9 years ago .Reply

    I’ve found that these types of “comments” tend to be automated and come from bots. They key on certain phrases in the news and post on the stories. I’d bet that if you search on some part of that comment you will find the same wording on other power outage related stories on the web. Unless of course the deleted company name is a local merchant to you.

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