Excellent piece that clearly outlines the challenges and opportunities to overcoming the key obstacles of education and measurement central to integrating digital and traditional media campaign strategies. To that end, what do you recommend are the best resources available for educating or learning more about new and digital media and the metrics available?

Excellent article! None of these statistics surprise me – especially the one about women being better multi-taskers. :-)

The only thing here that is alarming is that agencies think they can avoid the inevitable while upstart marketers are eating their lunch. The pace of digital platform growth is so alarming that this is obviously a “do it wrong quickly” moment. The biggest cost to any company is that of being absent or reticent to dive in.

There are no reliable ways to measure the effectiveness of print ads or press releases (just metrics for measuring the aggregated effects of campaigns), so I think citing a lack of digital measurement capabilities as a reason to avoid integrated campaigns indicates disingenuousness or cluelessness. Obviously, we’ll be able to measure nearly EVERYTHING online eventually. And sooner rather than later.

By the time the analytics tools are available for new platforms, those who’ve been blazing the trails with new methodologies will already be way ahead of the game. Those who sat on the sidelines whining about a lack of statistics (when they never really had those for old-school marketing anyway), will be hanging a “for lease” sign in their windows.

@CarriBugbee

I've seen first hand how my small business clients are able to gain ground on much larger competitors through the use of integrated marketing strategies across Online, Offline, and Mobile campaigns. In my experience, every brand is vastly different, and therefore has a unique ideal marketing mix which is constantly in motion. The secret to uncovering response & impression statistics is to create, launch, and track a series of tests across multi-media in a cost-effective way, and see what works for that particular brand at that moment. Once that is known, then marketers can invest more into a strategy that has proven to work. Pretty straightforward, and they don't have to wait for generalized statistics to come out that may or may not apply to their brand.

I don't know how long the agency world will take to catch up to this idea with more sophisticated campaign management tools & processes than our platform features for our small business clients, but where their is rapid change, there is opportunity for a smaller organization to capture market share.

Great post!

Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass' favor.

The Zune concentrates on being a Portable Media Player. Not a web browser. Not a game machine. Maybe in the future it'll do even better in those areas, but for now it's a fantastic way to organize and listen to your music and videos, and is without peer in that regard. The iPod's strengths are its web browsing and apps. If those sound more compelling, perhaps it is your best choice.

If you're still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you'll know which is right for you.

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I'll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

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Hands down, Apple's app store wins by a mile. It's a huge selection of all sorts of apps vs a rather sad selection of a handful for Zune. Microsoft has plans, especially in the realm of games, but I'm not sure I'd want to bet on the future if this aspect is important to you. The iPod is a much better choice in that case.

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