Internet marketing services should beware of "bandwagonism"
by ClickThrough | 23 Dec 2009
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Online PR professionals and digital brands have been warned to beware of "mindless bandwagonism" in the wake of the recent success of the Rage Against The Machine social media campaign.
According to Stuart Aitken, editorial manager with the Internet Advertising Bureau, the fact that the American rock band beat out X Factor winner Joe McElderry to the Christmas number one spot has implications for future social media campaigns.
However, he observed that those in the online marketing services industry and others must still approach these strategies in the appropriate way.
"Brands must not simply expect the medium to deliver whatever the task," he said, adding that the repercussions of this eventuality may only be fully understood next year.
The battle between the X Factor star and the US rockers began after a couple, Jon and Tracy Morter, launched a Facebook protest against the TV show's reign at the top of the charts for the last four Christmases.
In the end, Rage Against The Machine beat Joe McElderry by 50,000 sales.
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