Apr
13
Earned Media May be Efficient, but It’s Far From Free
Posted in: Uncategorized
Fred Wilson kicked off Ad Age's recent Digital Conference urging us to focus on "earned" vs. paid media. But the manner in which employees treat customers does more to drive online love (or venom) than the best advertising campaign. That's why our entire marketing debate must shift to the tougher operational decisions we need to make to maximize earned media. And we also need to be brutally honest about the upfront investment and choices we need to get this right.
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