Tuesday, September 14, 2010
Gatorade takes social media very seriously
The marketing people at PepsiCo, Gatorade's parent company, are taking their social media very seriously by setting up a "mission control" center in the middle of their marketing department's headquarters. This control center allows the company to monitor its brand on social network sites on a 24/7 basis. There are a number of interesting screens reported on the Mashable/SocialMedia website. Marketers like Gatorade want to monitor consumer sentiment in real time in order to evaluate the nature and level of engagement; engagement being all the rage in advertising circles these days. Engagement, you might say, is the new metric (measurement) of advertising effectiveness.
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This idea of behavioral tracking is a little bit creepy. I feel a little bit invaded when i think about Gatorade representatives sitting at a computer desk watching and listening to me talk about their product. However, the fact that advertisers discovered this type of outreach is a direct reflection of the progress made in the advertising industry. In the past, advertisements were either seen on TV and heard on the radio; nowadays people are specifically targeted to view a certain commercial or advertisement based on their likes and dislikes. Whoever came up with the idea of behavioral tracking is truly brilliant. Although this type of targeted advertising can see a bit weird or invasive, it is really beneficial to consumers. Eventually consumers wont be forced to listen or watch commercials that do not interest them because all of our likes and dislikes will be monitored. Basically, I am all for what Gatorade and other companies are trying to accomplish, i think it will bring an entire about an entire new face of advertising.
ps after watching this video, my friend and i posted about "GATORADE" each others facebook walls to see if they would track us!
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