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Major Brands Boost Online Spend In The U.K.

A theme at a conference organized by the Chartered Institute of Marketing's Food, Drink and Agriculture group is that marketers like Coca-Cola, Mars and Unilever are boosting spend on Facebook, Twitter, YouTube and other channels to target consumers on smartphones. The companies are spending less on traditional media to boost digital efforts. Rather than TV ads, they are using viral marketing.

Speaking at the conference, Emma Wilson, integrated marketing communications director for Coca-Cola in northwestern Europe said, "We need to fundamentally change our thinking, and think about multi-screen formats."

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