“Traditional marketing tactics alone cannot effectively reach consumers. A 30-second television spot during the Super Bowl is nice, but it’s not going to turn around a failing brand—neither will a clever tweet during the half-time show. Aggressive social media marketing won’t work either. You must have a fully integrated content marketing plan or be what I call “brand omnipresent,” which means delivering value across the entire online ecosystem to fully change consumer behavior or brand perception. To do this, a consistent value message must exist across every form of content application, and all forms of media—paid, social, owned, or earned—must tell a similar story.”