Interesting article in AdAge.com quoting Fred Williams, partner with with Union Square Ventures. He says earned media is THE future and it has huge implications.
“There are still a lot of marketers out there buying their media when they could earn it, and earn it a lot less expensively,” he said at the Ad Age’s Digital Conference in New York.
While overall spending on marketing may go up, traditional-media outlays are declining, and spending is growing on the creative and technology necessary to implement social campaigns on Facebook, Twitter and MySpace. Agencies have to find a way to continue to make money in this
What do earned-media campaigns look like? A lot like Burger King’s “Whopper Sacrifice” effort on Facebook, which resulted in 234,000 “killed” friendships; like Disney’s building a following for the Jonas Brothers online and not on the radio; or like the gourmands behind the Kogi BBQ trucks in Los Angeles, which have 14,000 Twitter followers who are alerted when the Korean taco truck is in the neighborhood.