I would contest that digital-centric marketing can be pushed to higher levels by mixing in message builders such as promotional products to help drive business. Look to bloggers as a perfect example of how brands have leveraged branded items to push recognition through blog programs. My wife is the epitome of this, her website www.missinformationblog.com was built as a recipe/DIY site that made recommendations and reviews of certain things.
Brands would send branded merchandise to her as a thank you gift or an invitation to check out their products - and drive viewers back to their sites. Recommendation selling in the consumer products industry has increased due to mixing promo with digital to increase sales.
Want to blow up a hashtag - try a T-Shirt, you get a walking billboard for your brand and it's message. Better yet, post to Instagram someone wearing your hashtag shirt in public, then you have something cool.
Don't forget branded items folks - remember that you can't keep a banner advertisement on someone's desk every day to remind them of your awesomeness! For more info, check out this article in Forbes on Promo Items:
