With social media on the rise and traditional paid ad venues on the decline, agencies and marketers will have to develop effective strategies to reach consumers via "earned media," such as Burger King's "Whopper Sacrifice" effort on Facebook, which generated 234,000 participants, Union Square Ventures partner Fred Wilson said. "The total amount of money flowing out of marketers' pockets to agencies won't decline and will likely go up, but the mix is headed for important changes," Wilson said.

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