The following is an excerpt from my July 27th article, Disruption in the electronic payment space: What do Visa, Odell Beckham Jr., and Drew Brees have to do with it?, as published at VentureBeat.com.
“As marketers we used to think of owned, earned, paid being discrete buckets, and now we acknowledge because of [mobile connectivity] they are completely blended,” said Lara Balazs, senior vice president of North American marketing for Visa, in an exclusive interview with VentureBeat.
As most companies recognize, the marketing world has changed drastically over the past decade. No longer can a company rest on owning the traditional TV, print and radio media space, because consumer attention is now drawn just as heavily to non-traditional outlets such as social media and on-demand video.
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