The Drum Awards for Marketing - Extended Deadline

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By Stephen Lepitak, -

March 23, 2015 | 1 min read

Asda’s senior director of marketing innovation and new revenue spoke to The Drum’s Lynn Lester about his views on how brands can scale their social media marketing without spending a fortune.

Burch talked about how difficult it was to scale content for free through social media channels, and claimed that there are efficiencies away from simply spending money on advertising.

“It’s about great content. If the content is not engaging then it doesn’t matter how much you do to promote it," he stated.

Cut-through can be gained by targeting influencers across multiple platforms or talk about brand relevancy rather than follow social media buzz, he explained, before also discussing how to target and work with millennials and influencers, having scaled a YouTube channel for Asda within 12 months to 140,000 subscribers - without having spent anything on marketing it.

The full video interview can be viewed about.

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