It’s clear by now that Groundswell technologies, especially social media, are disrupting the advertising world. You can’t read a major marketing magazine or website without at least one headline talking about how social is changing the world. Yet we still find there are many people in the interactive marketing industry on two extremes: those who think social is just another channel in the advertising mix and those who think social media will full on replace advertising.
The reality is that both sides are wrong. On one hand advertising has done a poor job of incorporating social media. For instance, why was the idea of Old Spice actually responding to the audience through social media such as big deal? Considering all of the hype over the past couple of years, you’d think this was something every TV campaign included (for the record I completely agree with Augie Ray’s assessment that the campaign was a great use of social media). On the other hand, there are still many social media “experts” who believe that paid media has no role in social media marketing. This is also wrong.
In fact, paid and earned media can have a very close relationship and should be leveraged together (along with owned media) for the best results. Here are some ways in which paid and earned media can work together:
The Forrester Blog For Interactive Marketing Professionals
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