Beyond Paid Media: Marketing's New Vocabulary

Anna Capella, Italy

The world is changing. The social context is changing. Consumers are changing too and they are perceiving marketing messages in a different way. How those changes will affect media investments? Are new media challenging the traditional strategies of many companies?  Will marketers be forced to re-think and modify their marketing allocations?

These and more thoughts find their place in the article “Beyond Paid Media: Marketing’s new vocabulary”, published by the McKinsey Quarterly. (www.mckinseyquarterly.com)