P2P Marketing

I just read Harmon Leon's piece in the Silicon Valley Metro on "Undercover Marketing: Secret Agents of Capitalism." An expose on the changing landscape of guerrilla marketing -- with an emphasis on stealth marketing tactics.

The goal of an undercover campaign is to generate buzz. Yes, "spontaneous" peer-to-peer word of mouth can reach consumers who isolate themselves from other forms of media. And unlike those who are cynical about the conventional media, these folks will tend to trust word of mouth.