Meerkat-Minded? How Brands Should Approach New Platforms
On the other hand, with the proliferation of new formats these days, marketers risk spreading themselves too thin and looking like they're trying too hard if don't show some restraint. After all, does it really help your brand to be on Yo?
With well south of 1 million users at this writing and a robust new competitor named Periscope (more on that later), most can probably take their time. Or not. Historically, many brands that colonized new technologies and formats have benefitted from the association by solidifying their image as an innovator with its finger on the pulse of the Zeitgeist.
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It took only few days for brands to jump on board. By the time SXSW Interactive rolled around on March 13, Starbucks, J.C. Penney, and Red Bull had already launched programs on Meerkat. Even though the efforts drew very small audiences-210 people tuned in for Starbucks's not-so-enthralling livecast of coffee roasting-brands fearing they might be left behind might sensibly ask if they needed a "Meerkat strategy."
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