Insider Roundup
Posted: February 21, 2012 | 14:17 ET

A weekly compendium of interesting items from the world of media, marketing and advertising.


Connected Devices Become Key to Content Consumption
eMarketer, February 17, 2012
Digital devices have undergone significant evolution over the last few years. Smartphones have evolved from text-based communication tools to multimedia hubs. E-readers and tablets have grown from cool ideas to transformative technologies. In the U.S. over the next two years, eMarketer expects more than 26 million mobile phone users to turn to smartphones, while tablet penetration will increase from a user base of nearly 55 million by the end of 2012 to almost 90 million. Read the eMarketer article

How We Should Think About Marketing: A New Model
MPDailyFix, February 20, 2012
To say that marketing execution has changed dramatically over the last 10 years is a major understatement. But why do all the models of the marketing function look about the same as they always have? This short Prezi shows marketing in today’s organizations as an interconnected and interdependent function. Read the MPDailyFix article

Brands Pinning It On Pinterest
AdWeek, February 19, 2012
Pinterest has gained mass appeal hitting 11.7 million unique visitors in the U.S. this month. While e-commerce sites and brands such as The Gap and Nordstrom have seen significant tangible benefits, Pinterest is also proving to be a powerful tool for marketers in helping brands tell their stories and syndicate and curate content. Read the AdWeek article

Is Your Brand Ready For Economic Recovery?
The Globe and Mail, February 21, 2012
“Is our brand correctly positioned for the coming economic recovery?” It’s a hot question asked by many executives and business owners. While it’s good to see businesses looking ahead again, the hard part is understanding how to shift a brand without a solid comprehension of where or how the brand is currently positioned. This is where a brand audit may be a helpful tool. Read the Globe and Mail article

Partnership Marketing: A Faster Way To Open New Doors
The Globe and Mail, February 17, 2012
Is your brand branching out to target unfamiliar industries or new demographics? On top of other advertising, social media and direct marketing tactics to make your grand entrance, partnership marketing may be another effective, and perhaps an even faster tool to introduce brands to a new audiences. Read the Globe and Mail article



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