Marketing is evolving to fit the mobile marketplace, but not as quickly as it should. As social media feeds tend towards a single column, the most effective marketing will be inserted organically into those feeds. Banner ads may seem cheaper, but the cost-to-impression payoff is far greater for those ads that, in a Facebook or Twitter feed, seem less like an ad and more like the recommendation of a friend.

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How The Trend Toward ‘Native’ And In-Stream Ads Will Finally Unlock Big Brand … – Business Insider