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Clayton Reid: Paid Social reached the “tipping point” Paid social and influencers are taking over.

How blurred are the lines between paid and earned media in social? When it comes to delivering impact at scale, Clayton Reid makes the point that some form of paid social is key.

Clayton, considered one of the travel industry’s top minds in marketing and strategic planning, has worked with companies around the world for over two decades, is responsible for MMGY Global’s overall vision and leads the company’s $60 million marketing communications practice across six countries and 10 offices.

In this segment,  Clayton and I discuss the degree to which paid social in both boosted posts and influencer engagement is now a requirement for marketers seeking to influence public opinion and behavior.

In the full length interview, Clayton and I discuss issues relevant to travel and travel marketing; topics include the current state of the industry, changed travel behaviors due to COVID-19, whether the “staycation” is here to stay, advice for marketers as they enter the cookie-less era, and other topics relevant to travel marketing. We also discuss how the sister agencies under the MMGY Global umbrella brand and differentiate themselves.

If you are a travel marketer or in an industry that has been upended over the last couple of years, this podcast is for you.



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