NY Times reports about the growing trend of media properties supplementing traditional forms of advertising with sponsored content, which I think is a better form of monetizing content than traditional ads...
Ultimately, marketers cannot be “insular,” said David Edelman, a global digital marketing strategy division leader at McKinsey. That might mean “bringing in talent or expertise from agencies or forming the right media partnerships and content agreements,” but marketers are now faced with “the journey and experience the consumer has [instead of a product focus only.] It’s a huge shift and it’s a big shift in thinking about budget allocations.”
You can always bring in outside people to help with things like design, public relations and SEO, but your CCO must know how to create and disseminate the kinds of stories that will help drive business...
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Joakim Baage's insight:
Its advertising is comprised of traditional inventory like banners and background takeovers, as well as newer products like sponsored video series – Vox added its own in-house agency earlier this year to help with that effort.
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