Earned vs Paid Media–The Future?

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.

Read about it here.