Media Content is key.  Look it at the most successful companies out there.  They have all weighed a good percentage of their budget on creating media content and placing it.  As Multi-Media Specialist who has worked as a Commercial Producer/Director/Editor, Creative Director, and Ad Photographer for over 25 years, I guarantee that companies need great talent to get an affective message to the public, to get the consumer off their butt and to the computer and/or shop location and purchase.  It is essential expecially these days in times when there is just enough money to go around.  People still want to spend but they need information. The combination of social media and viral marketing adds to the equation.  Installing potent content into the market brings the clients to you, confident and happy to open their wallet.