While brand managers were scratching their heads on the practical use of 6 second looping videos last winter, a few brands were leaning forward to experiment.
Ten months later, a handful of brands are reaping the rewards of forward looking thinking and experimentation…
There’s a lesson here. Not all marketing will result in immediate sales. Brands can demonstrate thought leadership, a passion for experimentation, and the desire to engage with influential micro communities by rallying around emerging technology and socnets rather than going with the “wait and see” approach.
The energy, leadership and learnings from experimenting with new opportunities offer cogent lessons for brands, whether they succeed (and play into longtail sales cycles) or fail (and have little to no impact on the bottom line).
Vine turns 1 in January. It’s about time to identify the next emerging opportunity and jump on it, don’t you think?
GREG SWAN 