«I am not talking about «native ads» that consumers ignore, but true
content partnerships where brands and publishers will
co-create sponsored
content for both the publisher and brand websites and the
social web (paid, owned, and earned).»
By cultivating a dedicated, active community, collaborating with their audience to
co-create the Deadhead lifestyle, and giving away «freemium»
content, the Dead pioneered many
social media and inbound marketing concepts successfully used by businesses across all industries today.