-
In the post-destination web era the secret to breaking through won't be advertising. A new study from ARAnet in conjunction with Opinion Research Corporation confirms what PR execs have known for years – we are far more likely to take action when reading online articles that include brand information (51%) compared to search engine advertising (39%) or banner ads (25%).
Unfortunately, digital marketing is still wired for the destination web era. To succeed going forward we have to change our thinking. "Earned media" through direct public engagement in the venues where our consumers spend time will become the only way to truly influence a behavior change. The greatest advantages will go to the first movers who embrace this shift. It's not too late.
