Here's the abstract.
Powerful new digital marketing techniques permit beer and alcohol companies to deeply penetrate into the hearts and minds of consumers, and their social networks of friends. The growing sophistication and capabilities of online marketing, increasingly integrated into the lifestyles of youthful and Internet connected consumers throughout the world, pose potential public health concerns—as well as opportunities. Marketing today has been transformed from the viewing of a single advert on television or in print, into experiencing interactive and highly personalized content that influences what we consume and purchase. Alcoholic beverage companies are winning global awards for their campaigns, including those launched in the Asia Pacific, EU, North and South America markets.
Today, a single user can be stealthily tracked and profiled throughout their “online journey”—including their visits to many websites and they actions they take--as their information is collected and analyzed. Then so-called online “behavioral” advertising takes this profile data to target an individual user more precisely.. Mobile phone and location marketing permit marketers to “geo-target” users in specific geographic areas and at defined times. Digital advertising can operate across so-called multiple platforms—following a single consumer whether they are in front of the personal computer, using a mobile device, or even soon while watching television. Super-fast computers are able to identify a single individual who might be a suitable target for an online alcohol ad—and sell them in real-time to the highest bidder.
Facebook and other social media enable marketers to go beyond the targeting of individuals to also influence and “activate” ones network of friends. The goal for much of social media marketing is to encourage consumers to do the marketing for the brand, through new forms of viral and other “peer-to-peer” endorsements. Millions of Facebook members are now regularly reached by alcoholic beverage companies.
Online marketers are increasingly relying on the use of “neuromarketing” to create ads and other content expressly designed to penetrate the subconscious minds of users. Through the use of “immersive” online content, including entertainment, digital marketers are creating new forms of story-telling designed to increase brand loyalty and sales.