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Article: Package-goods players warm up slowly to the social-media scene; Kraft, Coca-Cola, P&G dip cautious toe into Twitter and Facebook.(Kraft Foods Inc.)(Procter & Gamble Co.)
- Article from:
- Advertising Age
- Article date:
- April 13, 2009
- Author:
CopyrightCOPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: EMILY BRYSON YORK
Kraft and coca-cola spend millions of dollars to blanket the airwaves with expensive TV ads touting cheese and soda, but when it comes to social media, the marketers and their consumer-package-goods brethren are busy playing catch-up to consumersand other categories.
Oh, the reasons uttered for why these titans of marketing are slow to adapt to a social world: No one wants to be friends with toothpaste; marketing-mix models reinforce tried-and-true paid-media tactics; conversations don't scale for companies that need to move millions of products a year. But as consumers flock to the services, the behemoths are trying to tackle ...
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... ... publishers to tailor social media experiences to the needs ... leader in distributed social media, Demand Media& ... services for integrated social media and currently powers ... Discovery Communications, Kraft, the NFL, RealNetworks ...
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