The youth market still leading the charge<< Social marketers: Junior high lessons | Main | Social Marketing is Here >> Emily Riley | August 23, 2006, 03:35 PM I'm working on a new Social Marketing report about microsites, and am curious about which advertisers are willing to push beyond their brand image to force themselves into the social space. I'm somewhat of a skeptic, figuring that there aren't that many people who really want to upload pictures of their lawnmower, wax poetic about the fine scent of their detergent, etc. Of course there are some people out there willing to participate, but how many? Benchmarking needs to occur so that agencies can't just spout off random metrics with a positive spin. (e.g. "Your mini-site has 1,000 friends, isn't that great?") Speaking of social spaces, YouTube proved that the teens and tweens are still their prime audience with their launch of their first ad-sponsored content (called a brand channel, but more like a flashy infomercial) featuring Paris Hilton's new album. Brand channels work well for entertainment companies, but what about other advertisers, are they going to jump on the bandwagon? |
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