Marketers will soon need more than a clever tweet to stand out

02/18/2013 | Adweek

Quick-thinking Twitter reactions to events, such as Oreo's moves after the Super Bowl blackout, are getting a lot of attention as brilliant marketing, but that may change as more marketers take up the practice, experts say. "From now on, brands are going to have to do a lot more to stand out because the pool of real-time participants is going to get crowded," says Shama Kabani of The Marketing Zen Group. Starbucks' use of a snowstorm to run a promotion -- turning Twitter into a call-to-action -- may be the sort of moves marketers have to make to distinguish themselves on social media, writes Christopher Heine.

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