There are lots of new digital marketing white papers and reports that have come out the last few months but I have found these five to be more valuable than others. Click on the headline of each report to download the PDF. All are worth a read.
360i’s 2009 SOCIAL MARKETING PLAYBOOK
One of the best papers I’ve seen on the importance of social media and how companies and their marketers need to be engaged. Including side pieces from Jeff Pulver, Forrester Research’s Jeremiah Owyang, and Mashable’s Pete Cashmore, the playbook provides a framework for establishing a set of clear objectives, a filter for evaluating all the opportunities and platforms, an insight into the importance of having a continuous, valuable exchange with consumers, and a number of ideas on how online engagement can amplify offline campaigns.
EDELMAN DIGITAL’S SEARCH ENGINE VISIBILITY
A quick brief about the importance of PR professionals needing to better understand the role of search in managing reputations and awareness. Falling under the “Search is Marketing is Search” idea, the paper focuses on Reputational Search and Social Search and how savvy PR folk can influence and shape search results via an assortment of tactics.
MAGID MEDIA FUTURES 2009: OPPORTUNITIES IN ONLINE VIDEO
Magid produces some of the best research on online video and this latest report does not disappoint. The two biggest findings are that consumers now find short, high quality online video equal or superior to TV programming and that over half of TV viewers go online while watching TV.
FLUENT: THE RAZORFISH SOCIAL INFLUENCE MARKETING REPORT
Quick synopsis of the report is that it is not enough to market to the consumer anymore — you must also market to each individual’s social influencers throughout the marketing tunnel. The report is backed up with some great research and graphs that explain he changing marketplace.
DEMO’S ECONOMIC STATE OF YOUNG AMERICA
Not digital but a comprehensive — and sobering — economic portrait of today’s 20-somethings focusing on jobs & income, debt & savings, college access & attainment, and housing & raising a family. Get a better understanding of how the levers of opportunity and pillars of economic security that once fueled and defined America’s middle class are weakened for the Millennials. Draw your own conclusions about what this means for the young consumers.
If there are any others you loved but you think I missed, please comment or drop me a line.
Happy reading.
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