Social media is on the rise and 2010 could be an even bigger year for all those involved (Facebook, YouTube etc.), but on hearing that Coca-Cola are making a huge change to their marketing policy, I thought it was worth a blog to discuss why.

After checking Twitter this morning I noticed quite a large number of people discussing this story, so decided to delve a little deeper. According to newmediaage, Coke have decided a change in marketing tactics is required, and are now focusing their long-term future on social media platforms that already exist.

But Why?

Coke, like many other giants, have always relied on campaign-by-campaign marketing tactics in which they create dedicated sites to bring together millions of people through targeted advertising. Such  immense changes in the way users now use the web, with social media sites such as Facebook, MySpace and YouTube enjoying incredible success, Coke has decided that instead of trying to entice the reader to check out a particular campaign site they now want to go to where the users are.

The death of the campaign site?

This could spell the end for campaign sites, not that I’m disappointed to see them go. I agree wholeheartedly with what Coke are doing, not because it will save them money, simply because what’s the use in trying to create a short-term community when there are long-term communities already established?

The question now is; will more and more brands follow Coke’s lead and ditch the campaign sites for social media platforms? I think so, yes – only time will tell!

Until next time,

Benjamin