When does a trend become mainstream? In the world of advertising and marketing there is a persistent undercurrent of one-ups-manshippping. A few weeks back Pepsi boldly proclaimed that they wouldn’t be buying a Superbowl ad and would be investing in social media driven campaigns…
Just today a story was published on New Media Age citing Coke and Unilever will be shifting their digital microsite strategy to social communities like Facebook & YouTube. “We would like to place our activities and brands where people are, rather than dragging them to our platform…”
What’s this all leading to?
Investments in traditional digital media (if that isn’t an oxy-moron) is evolving at a rapid pace. Mega brands are now shifting their serious dollars toward social media. The trend of investing in social media is taking root in marketing mixes for the largest brands around the world and displacing traditional digital media, which is inline with Forrester’s report on 50% of marketers planning to increase their spend in social media. And where is that money coming from? They are taking the budgets away from broadcasting and microsites. The multi-million dollar allocations of Coke and Pepsi are the largest spends in social media to date and will propel the space into mainstream.
January 18, 2010 · 12:31 pm