Industry news - BrandWrites April 2014


Paid promotions: the next frontier of social media marketing?

Previously, social media marketing focussed on media that was “owned” and “earned”, meaning that content, apps and other social platforms were key. Brands could promote their social pages simply through mentions within their main marketing and advertising processes. If users felt that a brand had something worth selling, that brand could “earn” further media coverage through various social media outlets such as Facebook likes or retweets on Twitter.

Due to the ever growing presence of social media today, competition has become fierce and brands will need to evolve their strategy in order to maintain their presence. This however, is not without its challenges; it’s more difficult for brands to target within social communities and yet this is the next chapter of social media marketing. This new “paid” chapter seeks to motivate the loyal audiences within social networks and will lead to more detailed and advanced advertising.

These stages, “owned”, “earned” and “paid”, are no longer separate tools. They have become the three frontiers of social marketing and combining these will set the tone for any brands wishing to maintain their market presence.

This is a new and exciting time for both brands and marketers; however it will be a continual process that will demand investment.

Find more at:

The maker product movement– big brands get involved

The collective term for independent inventors and designers, “the maker movement”, has fascinated many popular brands with promises of rousing the imagination of consumers.

In a world dominated by mass production and generic products, the maker movement inspires a new generation of brand identity. The movement provides consumers with an emotional pull towards these products due to the products’ personal, handcrafted nature – something that big brands often lack.

There are however logistical challenges for large companies wishing to work with one-man operations. It is therefore important to find an efficient way to organise the relationships, whether through shared workspaces or through online platforms. Major brands need to ensure that there is no disconnect with their brand identity if they work with independents. There must be a mutual overall message conveyed to the consumer.

For examples of brands already cashing in on the movement, read more at:

We would like to thank Lindsay Gibbons for her contribution.