In a very smart article about the advent of social media, AdWeek's Brian Morrissey eulogizes the death of the campaign microsite. More and more businesses are looking for ways to connect with consumers where ever they go.
The growth of social media is causing marketers to realize they cannot expect consumers to always seek them out. Web widgets and video-sharing tools make it easy for any user to take content that formerly might have lived only on a brand site with them wherever they go. And social media sites help them share that content with friends.
"We really believe in fishing where the fish are," said Carol Kruse, vp of global interactive marketing at Coca-Cola. "The old model is to build your own site, then spend media dollars to bring them there."
Not so long ago, marketing was like the mantra in "Field of Dreams": "build it and they will come." Today, we know that we first need to understand what to build, and where to build it. The first step, as always â€" listening!
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