Remember the good old days when a CMO could build a roster for his digital marketing team and fill it with search gurus and social media ninjas?
It wasn’t that long ago, but back then marketing was obsessed with channels, and more specifically, how ads could best be inserted into each of those channels.
Today, we operate in a converged media space. What we once thought of as a series of separate channels (paid, earned and owned) are really one big channel, and consumers, who see thousands of brand impressions a day, can’t remember where those impressions occurred.
While that might be troubling for an advertising model, the truth is that we live in a world dominated by content marketing. That means consumers don’t care where they find their content, and you shouldn't either, because what really matters is quality of your content operation — not the channel.