“Owned Media” Topic at IAB Social Media Marketplace

Increasingly, advertisers are having to create web site content that not only
sells their products, but engages their consumers despite — not
necessarily because of — their products, panelists at the IAB Social Media Marketplace in NY this week said in an article by Meghan Keane on econsultancy.com. Footwear makers might not be in the publishing business, but they still have to produce content for their web sites that not only sells their product but engages their consumer audience, Cary Savas, director of client services at EVB said. Many speakers at the event were proponents of "owned media."

While social media is often seen as a cost free marketing channel,
that old maxim that you get out what you put in certainly applies, the panelists said. But
more than simply putting effort into a social media strategy, success
can often be gauged by where and when it is executed."If you're able to create this long term
engagement, then the opportunities to monetize that channel you've
created are pretty incredible." Rahim Fazal, CEO at Involver said.

econsultancy.com

Related:

> Social Media Discussed by Plugged In Panel