Social media is killing off the ad campaign

10/6/2011 | Advertising Age (tiered subscription model)

The conventional advertising campaign could soon be a thing of the past, Eric Wheeler writes. Social media is forcing marketers to look beyond top-down, time-limited campaign strategies and seek out lasting two-way engagement. "Suddenly, it's no longer about the 'campaign.' Rather, it's about understanding the social influence of your own loyal consumers," Wheeler writes.

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