Social media spreads..... People create their own content. As people co-create brands by editing youtube videos of ads and taking photos on flickr of products they are supplanting traditional brand advertising. Glossy brand messages - one size fits all- do not work well in a social media context. If you were at a party you wouldn't want to be interupted by someone shouting about a product which you did not care about, would you? The internet now is about niches. Niches of interest. Advertising has to get smaller to get bigger. Think niche. The trouble is that many ad agencies are not in a position to think niche. Big sweeping, centralized brand plans and campaigns are relatively easy to carry out. Big money, big messages, and in theory big reach. But they are not working. I saw a music festival recently which is accepting no sponsors. Brands are banned. Brand advertisers should take heed. A social media generation is here which demands more sensitivity. Your ads better be useful and relevant to them wherever they are online otherwise their will be a backlash.
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