Marketing automation software heavyweights Eloqua and Marketo have been clashing over social media ethics on Twitter. The dispute began with Eloqua vice president of content marketing Joe Chernov linking to a Marketo promotion that looked to generate social media shares of Marketo in part by offering prizes. Chernov claimed the promotion is in violation of FTC regulations and WOMMA ethics standards.
Jon Miller, founder and vice president of marketing for Marketo, responded by pointing to an Eloqua promotion that offered hotel upgrades in return for social shares regarding Eloqua. Both sides denied the accusations, saying their promotions contain disclosures that make them compliant with the regulations and standards. (See highlights of the debate in our Storify roundup below.)
Both companies have had a transformative impact on marketing operations, providing software that enables marketers to produce more, and higher-quality, leads online.
While the debate highlights some of the ethical complexities in web promotions today, more than anything it seems to illustrate the intensity of the competition between these two firms, both of which have seen increasing success and growth. Additionally, both companies have been champions of content marketing, practicing it in their own operations and advocating it to their customers.