BzzAgent Raises $14 Mil – A Call to Arms!

A danger lurks just beyond the range of the champagne corks popped to celebrate the $14 million BzzAgent raised: the scent of money is likely to lure fast-buck pretenders who want to enrich themselves, not build a viable, respected marketing discipline. Now is the time for legitimate marketers, agencies, WOM specialists, and WOMMA to launch as second campaign to ensure WOMMA’s code of ethics is firmly embedded in the practice of word-of-mouth marketing so these scammers can’t gain a foothold.

Message to Dave Balter: Congratulations! A well-deserved recognition of the hard work and thought you have put into building a business that carefully balances the needs of both marketers and consumers. This event is one of many contributions you have made in establishing WOM as a professional, respected marketing discipline.

Message to WOMMA: The entire industry should celebrate this recognition. Let’s all raise a glass of champagne in Orlando next week. But once we’ve drained our glasses, we must redouble our efforts on the ethics front – we can be certain this kind of money will attract less ethical people who want to make a quick buck, and don’t share our commitment to building a sustainable industry over the long-term.

Message to various fraudsters, hucksters, former spammers and all forces of evil: Stay away from our industry. We will be on the lookout for you. Our Code of Ethics has already laid the groundwork that will expose your tactics and we will continue to educate marketers so that any legitimate company will steer miles away from any fly-by-night, shady tactics.

Message to my fellow WOM industry agencies, technologies, and services: If you agree, take arms against the hordes of troubles that may invade our industry, and by opposing, end their ability to gain any traction (or raise money).