SOCIAL MEDIA
“WHEN YOU RELEASE YOUR BRAND INTO SOCIAL MEDIA, YOU’RE GIVING UP CONTROL OF HOW YOUR BRAND IS PERCEIVED, AND HOW IT’S USED.”
content with their friends and followers. With such a large audience so easily accessible, many brands are taking to social media to promote their products and services in different ways.
“It’s become a hugely important marketing tool for an enormous range of businesses and it’s got some key attributes that you just don’t find with traditional media,” says Dan Smith, a director at Wragge Lawrence Graham & Co LLP in London.
“You can have direct conversations with customers, form online communities that are happy to spread the word about your brand, and respond to issues and current events in a far more agile way than traditional media will allow.”
Further, the way we usually consume advertisements is being disrupted by video recorders such as TiVo and Sky+, which allow users to fast-forward through the advertising breaks on recorded programmes. Social media encourage active engagement by users, so any advertisements on the platform may be better received.
Companies can obtain an insight into how their products and marketing campaigns are being received in real time by tracking numbers of re-tweets, mentions, follows and likes on different platforms. Smith says it’s also possible to monitor the success of marketing campaigns by reviewing customer purchases referred by social media on Google Analytics.
If they’re good, campaigns will generate quality
content that social media users will want to share, taking some of the heavy liſting out of the hands of the brands.
Earlier this year, Pepsi installed its “unbelievable bus
www.trademarksandbrandsonline.com Trademarks & Brands Online Volume 3, Issue 3 15
Diego Schtutman /
Shutterstock.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44