Marketing without advertising the Ikea way

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This is the story, via Chris Matyszczyk, of how Ikea used Facebook to promote a new store in Malmö, Sweden:

It’s all very clever. And it reinforced a belief of mine that this is the main reason why traditional media are struggling all over the world. It’s not so much the decline in the number of people watching broadcast TV shows or reading magazines or newspapers that’s the problem. It’s that there are now so many powerful, cheap new ways to deliver marketing messages to consumers that don’t involve buying advertisements on TV shows or in magazines or newspapers—or even on websites.