I get excited when I see what’s happening with the evolution of social media marketing. The biggest challenge remains how to monetize it and measure the marketing ROI. Procter & Gamble is taking a big step forward in that effort.

Brand Week reported that the Cincinnati-based giant is launching a campaign targeting You Tube fans asking them to submit videos giving their tag line ideas for the new Wintergreen Ice toothpaste.

It’s a brilliant example of the new age of advertising … where digital marketing and social media are allowing the consumer to drive the content as opposed to the advertisers.

And this will allow P&G to measure ROI on many levels. And that’s what excites me.

Think of ways you can apply this example to your business. What would you ask your customers to do?

Here’s a link to the Brand Week Article.