|
Knowledge Center
Dear Fellow Marketing and PR professional,
Welcome to TNS Media Intelligence/Cymfony’s Knowledge Center. We have designed this to help marketers quickly learn what they need to know about several of the most important trends driving change in marketing and public relations planning, strategy, and execution. In each section you’ll find three tools to give you a foundation of knowledge to serve as a jumping off point to apply these new tools to your business goals:
- Fast Facts: a few of the most important statistics to quantify the importance of each of these trends
- Briefing Book: a small, select set of the most important magazine articles and white papers that define each tool, provide background on their development, and put them in the context of changing consumer behaviors and marketing strategies.
- Best Practices: a small, select set of articles and white papers that demonstrate how to use these tools for business advantage.
TNS MI/Cymfony’s goal is to make you smarter and more successful. I hope this information helps. Please send me your ideas, suggestions, and nominations for other material you think should be in here at cmo@cymfony.com.
Jim Nail
Chief Strategy & Marketing Officer
TNS Media Intelligence/Cymfony
|
|
Blogs have become the talk of the marketing world, but they are so new that many marketers still have questions about how widespread they are, what they are used for, and how companies should use them.
Blogs are one component of a broader trend called “consumer-generated media” or CGM for short. Learn about other forms of CGM and how they represent another way in which consumers are taking more control of their media consumption and purchasing behaviors.
The articles and white papers in this section will bring you up-to-speed on a number of measurement methodologies that go beyond counting clips to demonstrate PR’s effectiveness in terms even a CFO will find compelling.
As the Internet celebrates 10 years as a mainstream tool, experienced consumers are using it as a vibrant social medium. Web 2.0 is a commonly used term for this change and this section will make you smart about the far-reaching implications for companies, brands, and society as a whole.
The articles and information in this section have a range of perspectives – both pro and con – to help marketers “engage” with this important new concept.
|
