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How Social Media is revolutionizing paid and owned media

In: advertising, social media
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Social media is not just about earned media, it profoundly affects paid and owned media as well, changing how marketers spend their ad budgets, away from demographics and toward interests, behaviors, and self-directed seeking.

In a digital age, how people seek out your brand is their choice, not yours so you need a digital strategy that makes it natural and easy for people to find you given the purpose they have in mind.

In the world of digital, I believe that ultimately the future of measurement will center on ways of harvesting digital trails that are available as an exhaust of the process. Here is a great new search engine that is freely available from a company called MOAT. It scrapes all digital display advertising and associates it with the brand advertised, and where the ad was last seen.