From Twitter to Youtube, Brands Get Creative

Get ready for marketing via social media — the sequel.The next hot TV show, music or fashion video is coming soon from a brand nearyou.  Content is not only king, it’smultiplying rapidly and is in the hands of growing numbers of people — much tothe joy, the chagrin and even fear of brand marketers who are learning from andleveraging these networks, executives said. Whether it’s a tweet from TommyHilfiger, a new program on A|X TV, or a consumer’s thoughts on a Burberrytrenchcoat posted at Burberry’s artofthetrench.com, content is engagingenthusiasts, spreading theday’s news, creating spur-of-the-moment parties, sportingevents and volunteer efforts — even sparking some purchases. Also, socialmedia’s growingpower to sway buying decisions of “friends” and strangers alike continuesto shake up the fashion world. Shoppers now have a need-to-know mentality whenit comes to designers and brands. Somewhere, someone is watching. Always.
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