"I do see a shift from paid media to earned, but it’s not that overall marketing will decrease but that the money will shift to content production, social mediations, social networking and clients adding resources they didn’t have before. But marketing budgets shouldn’t come down."

Nice to see media people (in this case Carat’s Doug Ray) standing up for content and the relationship with paid ads

Why Your Media Plan Needs a Content Component | Media - Advertising Age

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