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This post is a detailed description of a corporate marketer’s profile and how things have changed in this role over the past six years. It used to be that things changed every decade, now it changes every two years. Your challenges are forcing you off of your comfort zone and you better get ready because there’s more coming. Read on to learn more.
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There are a lot of freely available tools for monitoring and researching the web, Google Alerts etc. However, if you want to conduct sophisticated market research and tap into the larger pool of unstructured data found on the web. On forums, consumer generated media. Free tools are inadequate for finding the data and analyzing good research insights.
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"Pepsi's Big Gamble: Ditching Super Bowl for Social Media". For the first time in 23 years–23 years!–the brand will not be purchasing a Super Bowl spot. Instead, it is sinking $20M into a Social Media program called Pepsi Refresh. The Pepsi Refresh site will allow people to vote for worthwhile community projects, and Pepsi expects to sponsor thousands of local efforts via this program.