Hasta La Creative!

It’s not often we witness as rapid and dynamic a change as the one happening in paid social media today. The surge in branded and unbranded content, combined with new platform updates, is forcing brands to reconsider how they compete for consumers’ attention and the role of paid social media. Getting the levels of engagement, reach and scale marketers expect from digital marketing will require a committed investment — in both time and resources — which puts clients and marketers under pressure to demonstrate ROI.

Culture, consumer behavior and digital media are all evolving too quickly for the current assembly-line models to work ideally for paid social integration. Brands need to either house paid, earned and owned planning together, or they need to foster authentic cross-agency collaboration, with clear swim lanes for each agency. So how do we get more speed, organization and alignment?

Marketers can play a key role by using their influence in the RFP process to lead the genesis of new behaviors.

Continue reading at AdAge.com