Making the most of those online tags

But the real survival of a marketing tool like this depends on its relationship with Facebook. “MySmark is a new product trying to integrate with Facebook’s Open Graph,” says Farronato. “They recently changed the rules for being integrated with them and now all companies need to be in a position to do a lot of maintenance, which leads to extra cost. This is a challenge for us.”

For UCD Michael Smurfit Graduate Business School digital marketing expert Dr Laurent Muzellec, the ideal scenario for a company of this size would be a buy-out.

“Their survival is linked to their ability to get some partnership with Facebook,” Muzellec says, “but if it does become very popular, Facebook could simply develop the same tool. Or they could buy them out, which would be the best solution for them.”