Sometimes brands shift marketing to social media because they want to find new ways to reach the consumer. But other times they have no other choice. Like many other government agencies, the Maryland Lottery’s budget has been slashed. Local television ads are too expensive now, so they have started to develop a social media strategy due to premier this fall. Despite the cut, they plan on raising their revenue by $23 million to $516 million. They are also planning a non-digital word of mouth campaign by selling tickets at Baltimore Ravens games. The Maryland Lottery resembles a lot of different companies that have a fraction of last year’s budget with even greater expectations. Their hand may be forced, but it is leading to innovations that may have otherwise taken years to develop. But today’s hard work will translate to a more rounded and developed marketing strategy for the long run.

The full story at The Baltimore Business Journal:
http://www.bizjournals.com/baltimore/stories/2009/07/27/daily28.html