Social Sites, The New Watering Holes

If we’re to believe two European marketing execs, branded microsites may soon be a thing of the past.
Here’s the news from New Media Age:

Prinz Pinakatt, the Coca-Cola Company’s interactive marketing manager for Europe, said, “In some cases some of our campaigns won’t need a site. In most cases these will still exist as it’s the most obvious destination for a consumer, but it might only be a page linking to YouTube encouraging people to join the community there.
“We would like to place our activities and brands where people are, rather than dragging them to our platform,” Pinakatt added.
Cheryl Calverley, Unilever UK’s senior global manager for Axe Skin, said, “You’ll see fewer brands creating a site for one campaign and then throwing it away. Certainly we won’t do that at Unilever any more.”

Interesting. The vastness of the Internet is unprecedented in the history of media. But our capacity to keep track of it all, to be interested in the new and shiny object multiple times each day, is indeed limited.

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