From the this article by Saul Colt: "Marketing has changed dramatically in the last few years with social-media campaigns and sponsored content as one of the most popular (and less expensive) avenues to get in front of potential customers. While this is the trend, the space is getting more saturated, and it becomes harder for a company to cut through the noise and differentiate itself. With that said, sometimes the best and most innovative way of doing that is by taking stock of your resources and leveraging your customers."