Kellogg’s: top digital marketing advice
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Brands no longer have to rely on TV networks, radio stations or newspapers to get the word out about new products via ads. The Internet has changed all that and now brands can reach and build their own audiences. They have the means, thanks to the Web and social media, to broadcast messages themselves, and they can create their own mini-networks through the assets they own. But marketers have learned in the past few years that branded content still needs paid media to truly resonate. Just ask Old Spice; that campaign took off thanks to a combination of paid and earned media, as did the Evian Babies videos on YouTube.