Big players move advertising money in to online 'content1

摘要

Food and drink brand owners' marketing spend - both large and small - is moving online. Companies are using social media channels such as Facebook, Twitter and YouTube to interact directly with consumers who are increasingly using smartphones. Multinational giants such as Coca-Cola, Mars (through its Wrigley-owned Skittles brand), and Unilever via Marmite, are moving away from traditional advertising approaches, such as television campaigns, and choosing instead to use 'viral marketing' through media such as YouTube. This was probably most successfully demonstrated by Kraft-owned Cadbury's now-famous drumming gorilla.