Marketing Factoids

  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
  • Consumers ages 18 to 27 say they use the Internet nearly 13 hours a week, compared to viewing 10 hours of TV source ›
  • more factoids ›
SEP 2007

Feeling Trashed on the Web?

How to avoid having your brand message hijacked

BusinessWeek, September 10, 2007 — You've heard the hype about viral, homemade TV ads on YouTube. You've read scathing peer-to-peer product reviews on blogs. And you've seen brands evangelized or slammed by teens and twentysomethings on social-networking sites. On Aug. 8, for example, Wal-Mart Stores launched the Roommate Style Match group on Facebook; 1,000 members joined. The idea was to market dorm furnishings to college-age audiences, but several hundred vehement comments surfaced about Wal-Mart's labor practices, hijacking the brand's message.

Category: New Media Marketing
Tags: Wal-Mart, CGM - Consumer Generated Media

Add Your Comment

(required)
(required)



(to prevent comment spam)
 


Any HTML in your comment will be removed upon submission. All comments are moderated, and it may take up to 24 hours for your submission to be approved and published. The BackPocket editors reserve the right to edit or remove comments at any time and for any reason.

Subscribe to comments on this article