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Corporate video productions could support 'authentic' online branding Smaller brands have authenticity on their side when they come to develop online marketing strategies, an expert has said.
Corporate video productions could be a worthwhile marketing option for small brands seeking to build an "authentic" presence online.
Nicola Clark, features editor at Marketing Magazine, argued that small brands are often better placed than their larger competitors to establish an authentic voice on social networks like Twitter.
"Small brands are at a massive advantage because they are not at risk of being a faceless brand," she commented.
"If you look at big brands like Coca Cola, their Twitter feeds are staffed by a big PR agency, whereas I follow some of my favourite shops on Twitter and it's people that you know, who have a personality and there's a genuine community there."
Ms Clark suggested that big companies may attempt to create communities on social media that do not really exist.
On the other hand, smaller brands genuinely do have such communities, she said, meaning that social media offers them and their customers a "touch point".
The comments come after Sheryl Sandberg, chief operating officer of Facebook, revealed in an interview with Business Week that major brands have upped their advertising spend on the network by as much as 20-fold in the past year.
Posted by Anthony Roberts
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