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Video Social Media Continues To Change Marketing; Open-source Branding
I’m not exactly sure where viral marketing ends and social media marketing begins but clearly social networks have become focal points for marketing efforts...
...and brands are trying to create their own social networks or social media.
The WSJ has an interesting q-and-a
along these lines with Mark Kingdon, the CEO of direct-marketing agency
Organic Inc. (Clients include Daimler Chrysler)—described as “One of
the ad executives most aggressively taking advantage of social media.”
For one, he says, social media properties are challenging marketers” to
get comfortable quickly with the lack of control that they have over
where their content appears.” The second requirement is to get ready
for and encourage dialogue. Kingdon: “We are entering the period of
the open-source brand, where in order for people to feel like it is
relevant to them, they have to have a part in creating it.”
The piece opens with a stat about the first four minutes of
“Borat: Cultural Learnings of America for Make Benefit Glorious Nation
of Kazakhstan” being viewed more than 1 million times in two weeks on
YouTube and suggests that contributed to the movie’s strong opening...
Staci D. Kramer
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