11. Ethical Bribe: Relevant Content Matters

It might sound like an oxymoron, but it really isn’t. The ethical bribe is used by marketers to persuade consumers to take action or change opinions by sharing relevant content within social channels. The persuasion can include the repositioning of a product or brand, or it can help build (or protect) the reputation of a product, a brand, and in some cases, a CEO. It can be the introduction of a new product, new uses for an old product, a new innovation, or a phase-out of an old product.

A marketing campaign is nothing if not tactical. It typically asks the consumer to take action, such as joining a community, liking a Facebook fan page, following on Twitter, downloading a white paper, or subscribing ...

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