The new brand mantra: "Create, optimize, bid"

05/9/2014 | ClickZ

While POE -- paid, owned and earned -- was once the social media marketing mantra, the current and growing focus on content is giving rise to COB -- create, optimize and bid, writes Chris Copeland, CEO of GroupM Next. COB involves the rapid creation of content to capture fleeting consumer attention, optimizing that content to ensure its relevance to consumers and that it can be found by them, and placing the content via bids and other media-buying models.

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