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What’s The Best Way To “Get Smart” About Paid Digital Media?

Paid media has always been a little bit of a puzzle to me.  Maybe it’s because I started out in one-to-one sales?

The idea of paying to get in front of a lead defeated the purpose of hiring a sales or marketing team. Then again, that’s when my audience ranged from a couple dozen to a couple thousand distinct, recognizable targets.

Flash forward a few years and when you play in an arena with millions of potential targets, all scattered about across thousands of potential touch-points and I think I’m starting to understand. In fact, after a year or two of playing B2B social media “whack-a-mole” with a couple clients with tiny budgets – I’m ready to branch out and see what Paid Media has in store.

I’ve already started exploring eConsultancy, MarketingProfs and reading the paid media news of TechCrunch and Mashable but would love to know – what are your favorite  resources to “Get Smart” about paid digital media?


Three Sources of Statistics to Aid Year-End Digital Planning

This year, instead of waiting till the last-minute, I’ve been keeping my eye out for statistics that can help make my case for an increased role for digital in 2012 planning.  I wanted to share three of the best I’ve found to help if you find yourself in similar situations.

The Edelman Trust Barometer (PDF)

Conducted every year, the Edelman Trust Barometer looks at who and what consumers trust.  The study not only covers trust by source but also by industry and country.  I find Trust Barometer statistics are really effective in putting the role of traditional media in perspective vs. online influencers.

WOMMA’s Word of Mouth Infographic (JPG)

Though it’s really an aggregate of data from five sources including the Wall Street Journal and Experian, data from this infographic is perfect if you need to build a case for word of mouth marketing.  Highlights include the tonality and impact of brand conversations on purchases.

Pew Internet & American Life Project’s Usage Over Time Spreadsheet (XLS)

Call me hopelessly geeky but there’s a certain rush I get when researchers offer up spreadsheets of data directly to users.  It means you can play with and cut the data as you need it and there’s no better source than the Pew Internet & American Life Project.  My favorite is their Internet usage study where you can slice and dice the data to help build your case that specific digital channels are growing with specific demographics.

Enjoy and use these statistics with intelligence!  If you know of others I may have missed, please by all means leave a link to them in the comments.  I would love to get a running list going.

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