direct sales
Direct selling consists of single-level marketing (in which a direct seller makes money by buying products from a parent organization and selling them directly to customers) and multi-level marketing (in which the direct seller may earn money f ...
of a product and focuses instead on vagaries such as
marketing buzz
Marketing buzz or simply buzz—a term used in viral marketing—is the interaction of consumers and users of a product or service which amplifies or alters the original marketing message. This emotion, energy, excitement, or anticipation about a p ...
,
brand identity
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create a ...
and
publicity
In marketing, publicity is the public visibility or awareness for any product, service, person or organization (company, charity, etc.). It may also refer to the movement of information from its source to the general public, often (but not always) ...
.
Examples
Well known examples of murketing include the launch of
Red Bull
Red Bull is a brand of energy drinks of Austria, Austrian company Red Bull GmbH. With 38% market share, it is the most popular energy drink brand as of 2019. Since its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwid ...
, which spent millions of dollars promoting stealth events and competitions that had little to do with their actual product.Branded New York Times Book Review. By FARHAD MANJOO Published: July 27, 2008
Pabst Blue Ribbon
Pabst Blue Ribbon, commonly abbreviated PBR, is an American lager beer sold by Pabst Brewing Company, established in Milwaukee, Wisconsin, in 1844 and currently based in San Antonio. Originally called Best Select, and then Pabst Select, the curr ...
similarly attempted to cultivate an apathetic image by deliberately not trying to sell or brand their product, knowing that doing so would have alienated their brand-weary potential customers. The use of viral videos, often unattributed or only indirectly attributed to a brand or company, is also considered a "murketing" technique.Au, Wagner James Should Companies Quit “Murketing” Viral Videos? . ''Gigaom.com''. Jun. 26, 2008.
Usage and etymology
The word ''murketing'', a
portmanteau
A portmanteau word, or portmanteau (, ) is a blend of wordsRob Walker. He also often named it ''murketing'' as "The Marketing of No Marketing." Murketing first appeared in the work, Walker's 2008 book ''Buying In: The Secret Dialogue Between What We Buy and Who We Are.'' He claims to have come up with the word while on assignment for ''
Outside Magazine
''Outside'' is an American company and magazine focused on the outdoors. The first issue of ''Outside'' was published in September 1977.
History
Outside founders were Jann Wenner (the first editor in chief), William Randolph Hearst III (its first ...
'' in
Cuba
Cuba ( , ), officially the Republic of Cuba ( es, República de Cuba, links=no ), is an island country comprising the island of Cuba, as well as Isla de la Juventud and several minor archipelagos. Cuba is located where the northern Caribbea ...
in order to describe the "murky marketing" displayed by Red Bull’s sponsorship of a kyteboarding contest. The word is now used in marketing and advertising circles as well as with media critics who use the term to point out deceptive marketing tactics.Murketing is a New Word. Let’s Use it Correctly. ''WillVideoForFood.com'' Traditionally, a company that spots a sudden market opportunity responds by gearing ads toward the new customers.