By Brian Summerfield

An important shift is taking place right now in the marketing world. A few months ago, research firm eMarketer predicted that total annual spending on digital advertising in the U.S. would not only surpass broadcast television ad buys in 2017, but also that the two categories would reach near-parity with each other this year — approximately $36-37 billion apiece (for more information, see “Digital Ad Spending to Surpass TV Next Year”). But online marketing and branding is much larger than paid advertising. Just about every company of note promotes itself through accounts on Facebook, LinkedIn, and Twitter, as well as…
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