The times, they are a-changin’.

The mass adoption of social media and smartphones over the past few years has meant that traditional outlets such as television, radio and even websites no longer retain a monopoly on how we consume brand content.

Indeed, 70 percent of U.S. online consumers pay careful attention to the opinions published in blogs, reviews and discussion forums, and almost one-third (32 percent) trust a stranger’s opinion on products or services posted to these channels more than they trust branded ads. Moreover, the heavy use of mobile devices and tablets have meant that we’re essentially “always on”, and brands can tap into this availability with creative promotions, using video, photos and other rich media content.

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