It is a type of stealth marketing that aims to promote products or services without the consumer feeling that they are being subjected to a marketing campaign. This is done through indirect methods, such as hidden content, fake comments, or activities that appear natural and unrelated to marketing, creating the impression that the recommendations come spontaneously and honestly.

Characteristics and characteristics of stealth marketing

- Indirect: The promotion is done without showing a clear intention to sell or promote, making the message appear natural.

- Focuses on psychological manipulation: It exploits consumer behaviors and preferences in an unobtrusive manner to influence purchasing decisions.

- Relies on ambiguity: It is characterized by not fully disclosing the campaign's intention, which creates greater appeal to the consumer.

- Effective on social media: It is widely used on digital platforms where the promotion can be hidden in creative and unobtrusive ways.

Benefits of stealth marketing

- Increases the credibility of the product or service because the promotion appears unpaid.

- Effective in attracting attention without arousing doubt or resistance from consumers.

- Enhances the user experience by presenting content in a natural and unartificial way.

- Allows companies to test reactions to new products or ideas without direct advertising.

Disadvantages of Ghost Marketing

- May lead to loss of trust in the brand if the consumer discovers that he or she has been deceived.

- Difficulty in measuring and controlling results, making tracking performance a challenge.

- May be unethical if used to manipulate consumers in a misleading or non-transparent manner.

- Can cause reputational damage if misused or perceived as fraud.

Types of Ghost Marketing

- Fake reviews: Posting reviews or comments that appear natural but are paid for with the aim of promotion.

- Infiltrated content: Using media or movies to display products in a hidden way.

- Ghost accounts: Creating accounts on social media to promote the product without showing a direct link to the company.

- Whisper marketing: Spreading rumors or hidden information to arouse consumers' curiosity without disclosing its source.

Arabic and foreign examples

In Arabic:

- Some brands in Arab markets use influencers to post content that appears to be a personal recommendation without disclosing the partnership.

- Cosmetic product campaigns that appear in daily videos of Arab influencers without directly indicating that they are paid.

 Foreign:

- Red Bull used ghost marketing in some of its campaigns by organizing sporting events without directly linking them to the company, which attracted the audience in a natural way.

- Apple sometimes relies on leaking news or images about its upcoming products to generate buzz without an official announcement.

 Ghost marketing is a hidden and indirect marketing method used to promote products in a way that the consumer does not feel. It is characterized by its effectiveness in attracting attention and increasing credibility, but it may carry risks if misused. It is widely used in Arab and international markets, especially on social media platforms, to direct marketing messages in an unconventional way.