Marketing has a long history of change. There are many reasons why. Sometimes it is a new technology. Buyer criteria could change. Or there was just a need for something new. Today we are witnessing another major transformation. Today’s marketing strategy shift has been building over the past few years. Artificial Intelligence or AI has amplified the disruption.
One repercussion – and an opportunity – is to adapt what I’ll define as a marketing strategy shift from “paid” to “earned” programs (borrowing from PR jargon). Those taking advantage of this shift can boost the attention, engagement, and trust of target audiences. This includes customers and prospects, partners, and employees.
Continue reading Now Is a Great Time for a Marketing Strategy Shift From Paid to Earned