By Dom Burch

With many brands now being forced to pay for the pleasure of plying their wares on social media channels, Dom Burch from Asda explores the intersection between traditional PR and native advertising.

Of the dozen or so predictions that caught my eye at the start of the year, one stood out as being a pivotal moment in the fledgling field of social media marketing – or 21st century PR as some of us still like to think of it.

And it was these three words: Pay. To. Play.

Even before the year was out, earned media was dying before our very eyes.

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Source: The Drum