Food and beverage marketing has undergone a dramatic transformation in the digital age. Fast food, snack, and beverage companies are drawing from an expanding toolbox of sophisticated online and social media marketing techniques, and the next few years will see an explosive rise in new tactics targeted especially at young people. Today's marketing efforts are increasingly multidimensional—simultaneously and purposefully integrated into a range of social media and online applications: Facebook, Twitter, YouTube, gaming, and mobile communications. The goal of contemporary marketing is not simply to expose young people to ads, but rather to foster ongoing engagement —by encouraging them to interact with, befriend, and integrate brands into their personal identities and social worlds.
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