Chautauquas

Blabberings on technology, the web, mobile world, India, books, events, communities and everything else (Chautauqua: An old-time series of popular talks intended to edify and entertain, improve the mind and bring culture and enlightenment to the ears and thoughts of the participants)

Name:
Location: United States

Friday, July 28, 2006

Major firms market on Myspace

Earlier this week Lily Allen, the myspace diva, got some more attention as she performed live. In the case of Lily Allen what the users were picking up was genuinely her music. It wasn't useless content pushed to the users to try and sell something else. Marketing on Myspace is becoming a big deal. It makes one wonder how long will it take before Myspace becomes like TV where commercials are an eveyrday nuisance. The economist writes:

"MySpace seems to offer a chance for companies to take their marketing into new, potentially more lucrative territory, by becoming, in effect, members of their customers' network of “friends”. A growing number of firms have established their own pages on MySpace, to which users can link. In the process, some are getting into bed with some unlikely partners. Earlier this year, for example, Unilever, a consumer-goods giant, hooked up with Christine Dolce to promote Axe, a deodorant. Ms Dolce, who goes by the alias ForBiddeN, boasts around 900,000 “friends” who link to her MySpace page. Bleached, buxom and with impressive marketing savvy, she is arguably the most successful brand to emerge from MySpace, and has already launched a line of clothing."

It further goes on to say:

The biggest challenge—for MySpace itself, and for the firms that want to use it to promote their wares—is not to alienate potential customers by being overtly commercial. “We need to be engaging with them, not banging them over the head with brandalism that pollutes their space,” says Kevin George of Unilever. But, he says, “when you deliver 18- to 24-year-old guys content they want to engage with, they don't mind if it comes from a brand.” This theory will now be put to the test, as MySpacers' attention is fought over by brands including Procter & Gamble's Old Spice, State Farm insurance, Elexa by Trojan female condoms, and the US Marine Corps.

0 Comments:

Post a Comment

Links to this post:

Create a Link

<< Home