Coca-Cola and Unilever are shifting their digital focus away from traditional campaign sites and towards community platforms, such as Facebook and YouTube, as social media begins to dictate their marketing activity in 2010.
The FMCG giants are moving away from sites created on a campaign-by-campaign basis in favour of investment in existing communities. While both companies will continue to create campaign sites for certain brands in the immediate future, they have said the long-term future lies with social media on platforms populated by their target consumers.
From New Media Age 14 Jan 2010