Jackie Huba

The mercenary "citizen marketer" on eBay

A "citizen marketer" is offering him/herself on eBay.

For an entire year, this person promises to "…preach the sermon that your product is the be-all, end-all, one of a kind, can’t live without product of the century. This campaign will include written ads, blog entries and a video ad to be displayed on the Internet or for broadcast on television. These strategies will ensure your company and product are never far from the thoughts of consumers."

The catch is: this person wants to be paid.

eBay bidder beware: Engaging mercenary citizen marketers in this type of stealth marketing will probably lead to an angry blogosphere pummeling your program.

4 Responses to “The mercenary "citizen marketer" on eBay”

  1. Citizen Marketer Auctions Him/Herself on eBay

    Ben and Jackie correctly point out that corporations should stay far away from an individual who is offering him/herself on eBay. For an entire year, this person promises to “…preach the sermon that your product is the be-all, end-all, one

  2. Nikki says:

    It helps when I post my comment to the right article. Sorry for the redundancy. I’m rather new to consumer marketing, so this may be a stupid question, but how is this offer a type of stealth marketing? I thought stealth marketing was the spread of untruths endorsed or inspired by a company. How is this offer different than a company paying its employees to market their company? It seems a little more mainstream than the “I’ll advertise your company’s name on my forehead” movement that swept eBay a while back. Help me out, I want to learn as much as possible about this marketing movement.

  3. Jackie Huba says:

    Nikki,
    First let’s define what citizen marketing is: a citizen marketer is a customer who loves a product so much that they create content (usually on the web) about the product/service/company and evangelize it to others. Often this takes the form a a blog, fan site, podcast, etc. It is by definition genuine and not paid for by the company.

    This person is suggesting that they will masquerade as an ordinary person evangelizing the product, and not disclose that they are simply doing it for money.

    It’s different from paying an employee to market your products, because it’s obvious to everyone that if someone works for the company, they are inherently biased. This is person is saying they will hide the fact they are paid and thus, will hide the bias.

  4. Nikki says:

    Thank you so much for the reply. I have a clearer understanding now.

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