In the world of corporate marketing the most talked about article in recent weeks has been "The Rise of the Digital CMO" in the Harvard Business Review blog site, by Jake Sorofman, a research director at Gartner. The piece is designed to be provocative -- and it does just that from its very first sentence: "Fact: When it comes to marketing spending, analog still outstrips digital by a factor of three to one." There's no disputing hard numbers, but you can argue their context. The reality is that, seven and eight figure marketing budgets aren't the appropriate measurement when thinking about digital marketing. Billboards and airplane advertorials may still have their place in the marketing mix, but the innovative approaches employed by both the most progressive enterprises, large and small, prove that measuring a solid earned media strategy is not done exclusively through the traditional marketing budget.