Despite having different motives, marketers and media companies have long been joined at the hip. Marketers have relied on media companies for coverage, and media companies have relied on marketers for new content ideas. Social media has undoubtedly challenged traditional media companies, and the resulting media fragmentation has simultaneously made it harder for brands to reach consumers as well. The result has been an even tighter relationship between the two parties, with content serving as the cornerstone. However, the marriage between the two parties runs much deeper than just that. Below are some of the other challenges each has been… This story continues at The Next Web
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