HOW much attention is a big annual conference for marketers paying to the growing importance of social media like Facebook, Twitter and YouTube to help reach consumers? Well, speakers are saying “fans,” “like” and “hash tag” almost as often as “touch points,” “benchmark” and “prioritize.”
By this point, it might seem that discussing social media in the marketing mix would be redundant. After all, scores of brands have already shared their track records with nontraditional media at conferences and in trade publications.
The success of the “Smell like a man, man” campaign for Old Spice was fueled by its acceptance in social media, Mr. Pritchard said, listing examples like the 140 million times that video clips for Old Spice official ones created by the company and parodies created by consumers had been viewed on YouTube.
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