Lauren Drell

Thanks to the Internet, marketing has evolved over the years. Consumers no longer rely on billboards and TV spots - a.k.a. outbound marketing - to learn about new products, because the web has empowered them. It's given them alternative methods for finding, buying and researching brands and products. The new marketing communication - inbound marketing - has become a two-way dialogue, much of which is facilitated by social media.

The Behind the Social Media Campaign Series is supported by Oneupweb, a relentless digital marketing agency focused on search, social, and design for mid-to-enterprise level brands. Download our free digital marketing magazine, The Merge, and our bonus one-of-a-kind cookbook.

If you're buying a car, do you check Facebook? Or do you read up on Kelley Blue Book values and scour the company website for every spec, from horsepower to miles per gallon? What about music - do you check Top 40 radio charts or scope out what your Facebook friends are actually listening to on Spotify