The award-winning specialists at Absolute Digital Media have investigated an activity sweeping the internet, known as “astroturfing.”
A term scorning the marketing industry, astroturfing is when companies or organisations pose as fake customers to leave positive comments and reviews. Whilst it dates back years in the form of newspaper letters or political campaigns, it now more commonly takes place on the forums and comments sections of blogs. The anonymity of the internet presents companies with an abundance of opportunities to partake in astroturfing, whilst individuals can leave comments under false identities with little fear of being discovered.
It may seem tempting, especially when it feels as though everyone else is doing it, but as Absolute Digital Media CEO, Ben Austin, explains in a recent piece published in The Marketer, the implications can be devastating.
“If customers can’t trust you to tell the truth about your own reviews, they certainly won’t trust you enough to part with their cash. A more appropriate way to gain these glowing reviews is to incentivise your real customers into sharing their opinions. Better still, you can then use this information to shape future decisions.”
The article, from which experts from across the industry have contributed, also features opinion and advice on managing a brand online, covering areas such as security, choosing the right platforms, selecting the best tools and the importance of optimising for mobiles.
Absolute Digital Media is a full service fully integrated digital marketing agency, specialising in a range of services including SEO, PPC, social media engagement, content marketing and web design. Fusing market intelligence with creativity, their aim is to deliver digital campaigns that encourage engagement, focusing on clients unique selling points, seeking out which channels are most effective to communicate them and making sure that they reach the right people at the right time.
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