UGC Plants Seeds of Change

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LOS ANGELES New Line Cinema’s evp, interactive marketing and Vitrue’s vp, market development mixed it up on the strategy and liability of user-generated content, the wisdom of viral “seeding” and agency proficiency with digital at the Social Media Consumer-Brand Mashup at Adweek‘s Creative Conference: Mashup 2007.

When asked if agencies were ready for digital marketing, New Line’s Gordon Paddison flatly said no. Paddison said that as the business model for digital marketing efforts continues to evolve toward deriving revenue and becomes more expensive to integrate, execute and measure, it will become increasingly difficult to sell marketing programs to clients and corporate executives without better metrics.

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