Q: Is Regulation Needed In Grassroots Marketing?

Introduction

Upon constructing this blog, we set out to explore the impact of new forms of advertising on society, particularly the effects of grassroots advertising. Through our research, we discovered that in addition to providing a venue for individuals to communicate recommendations on an amateur level online, grassroots marketing has also allowed companies to pose as amateur advertisers or regular consumers. As a result, the online user relates to the other supposed amateur user, establishing a level of trust and influencing the behaviors of consumers.

Research

In conducting our research, we provided arguments that addressed the potential implications of regulation in grassroots advertising as well as the effect of a lack of regulation. We structured our analysis in a debate format, which allowed us to engage with the discourse surrounding this topic. We used the comments section as a forum to support and critique evidence found on the subject .

Conclusion

Through case studies, readings, and historical precedents, we realized that with the prevalence of guerrilla marketing, the amateur user is subject to online scams. Confusion arises as the line between the “amateur” blogger and the paid advertiser is skewed. In such an environment, we reasoned that grassroots marketing should be monitored by legislation aimed to protect the consumer from deception and manipulation. However, we believe that it is also important to assure that regulation does not harp on the First Amendment rights. We think that this can be done with legislation that explicitly outlines transparency and accountability within the grassroots media environment. It is with such accountability that amateur users will be expressly aware of the potential agendas impacting the advertisements that are being marketed to them.

Besides legislations, marketers or advertisers may be encouraged to follow guidelines created by associations that promote good grassroot marketing, or word-of-mouth marketing. It is important to inform marketers about good practices of grassroot marketing and provide a strong community to support each other. Word of Mouth Marketing Association (WOMMA) is the official trade association for the word of mouth marketing industry with many supporting firms that promotes good relationship between companies and consumers by following strong ethical guidelines. WOMMA is a good resource for small businesses or start-up companies to be smart about their choices of advertising and maintain its success through honesty. Associations or communities that recognize the importance of good practices of advertising for effective results can influence or impact other businesses.