The article Social Media Breeds Edvertorial in Women's Wear Daily doesn't really break new ground in terms of the shift towards social media and content marketing.
But the fact that Women's Wear Daily has such an article shows that social media has reached the mainstream.
I really enjoy the opening paragraph:
"Bold color may have been the new black on spring runways, but when it comes to the influx of designers creating branded content on the Web, editorial is the new advertising."
Also interesting is the view that the shift to brands creating content creates new opportunities for journalists. Key quote:
Editorial-style content from brands is nothing new — it’s just become a more integral part of marketing in the social era and a fresh way for a company to position itself. And, as magazines cut staff or shutter altogether, the new editorial focus of fashion brands is providing a soft — and sometimes lucrative — landing spot for journalists and editors.
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