A new study from HubSpot, UpShot found that where traditional advertising was once a "foregone conclusion" and a focal point of all marketing efforts, companies are now "revising old formulas" and creating new ones. They find that companies are abandoning other's media platforms in favor of creating their own original channels and content.
"Marketers have been aware of the effectiveness of building relationships and trust with content since long before the Internet," said Gordon Plutsky, Director of Marketing and Research, King Fish. "Technological change has rapidly increased media channel options and the patterns of information consumption among consumers. More and more marketers are abandoning old media -- and traditional advertising -- to venture out on their own with original content."
Findings from the study include:
- 86% of respondents' companies are currently creating or plan to create original content for their customers and prospects in the coming year.
available for free download. It gets into responses about the most effective way to communicate with customers and prospects, marketing budget, in-house/outside resources, measurement, etc. 
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