In the not too distant past the phrases ‘long-term brand building’ and ‘social media’ would not have been uttered in the same sentence. But the tide is turning. Once seen purely as a short-term, performance play, the way marketers are now using social means its role is evolving.
Social is a crucial element of Aldi’s brand-building arsenal, for example. So much so, it took home the Marketing Week Award for Long-Term Brand Building Excellence this year – the first time a brand has ever won the prize for social activity.