Talk about the latest buzz phrase, ‘earned media’, and typically one of the first things marketers think about is social media and its ability to make brand messages go viral. Social media is a growing and important channel for brands to create Word of Mouth, but does it offer brands the biggest opportunities for harnessing consumer power? Whether we’re sitting watching TV ‘en famille’, chatting in the school playground or talking around the water cooler, if there’s a great (or terrible!) new TV advertising campaign (David Beckham for H&M, anyone?), then this can also stimulate a hearty debate about the merits of the campaign or the product it’s advertising.

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Publishers have had to stay one step ahead of the digital curve. Here are the top five lessons that offer marketers a snapshot of thinking that will help them to shape their marketing, now and in the future