The changing digital landscape is forcing organisations to re-evaluate their media strategy, says Robert Raiola
With the lines between paid, earned, and owned media becoming
blurred, it's crucial for marketers to find more cost-effective and
coherent means of engaging with consumers.
As a result, content
marketing has quickly become a key part of any organisation's marketing
mix, and, according to recent research, is being used by nine out of 10 marketers. So what exactly is it, and what is the opportunity for strengthening your media strategy?
