Social media tends to be soloed in companies and/or fragmented across many agencies, leaving marketers wondering how it impacts their marketing mix and business outcomes. We view social media as the central nervous system, coordinating and connecting important functions of an organization.
Experts feel the days of smaller agencies dominating the digital space is over, as large ad holding companies and PR firms will expand their efforts – gobbling up smaller fish in their wake. According to eMarketer, the aggregate ad spend this year will be $2.5 million – with social media a $55 billion slice of that pie and growing the fastest.
Recent deals in the social media space include New Media Strategies, a unit of publisher Meredith Corp., by Chrysler Group LLC; and 360i by Kraft Foods – part of Japan’s Dentsu Inc. The Facebook page for Oreo cookies is overseen by 360i, which created the "World's Fan of the Week" promotion.
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