So what’s one of the world’s most respected venture capitalists talking about at Ad Age Digital? Earned media.
He noted paid media’s about media and creative. Earned media’s about conversations, and also analysis. (He blogged about earned media recently if you want more on this).
He actually proposed a future scenario, soon available (along with the rest of his presentation), on his A VC blog, where overall marketing spending rises thanks to increases in spending on technology and creative, but a decrease in spending on media. He’s not even labeling this a prediction, but more of a possibility.
It’s something we think about quite a bit here, as we see how Digital Word of Mouth, social media marketing, social media optimization, new creative executions, and other services more on the marketing frontier are paying dividends for our clients.
We’ll see how Fred’s possibility plays out. We’re still big believers in media, including search and display, Web and mobile, targeted contextually and behaviorally, and many other aspects of it. But the future of media clearly will have some significant earned component for it, and it’s one we’re helping marketers embrace daily.