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The Media Martini: Socially Awkward Marketers, The Economist Leans Back, Owned Content

The Modern Media teams’ picks of some of this week’s most interesting media stories!

1. Socially Awkward Marketers

Marketers become socially awkward as experimentation abounds,” according to IBM’s State of Marketing Survey 2012, released this week.  The study cites keeping pace with social and mobile proliferation as the biggest challenge facing marketers.  IBM Industry Solutions VP of Enterprise Marketing Management Yuchun Lee talks to Forbes about the study, and the imperative for CMOs and CIOs to partner to connect with customers across new channels. Click through the slides – the data is fascinating, whether you’re a marketer or a media company thinking about how to help marketers engage with customers more effectively:

2. The Economist Leans Back 

The assumption that “in order for The Economist to continue to satisfy our readers’ needs in the same way as it did in print we would have to find a way of repackaging the newspaper for the online environment” was …. wrong, according to The Economist managing director of Economist Digital Oscar Grut.  He posts a section of the Group’s 2012 annual report, describing the 10-year history of The Economist’s digital strategy, along with the brand’s new “lean-forward web and lean-back digital editions” strategy.

3. The Shift to Owned Content 

Brand marketers are partnering with publishers and online media to feed the need for content to mix with their own, according to this AdWeek story.  “It’s a big mind-set shift for a brand…that requires structural changes,” according to PepsiCo’s Head of Digital and Realtime NY 11 speaker Shiv Singh.

4. Social Media Policies and Workplace Trust

Responding to a tenfold increase in the number of Institute clients requesting information about companies’ use of social media — including the need for policies, best practices and examples of success, Great Place to Work Institute (a long-time Modern Media client) has launched The Social Workplace Trust Study. You can participate in the survey here, and results will be available later this year.

What’s in your media martini this week?  Cheers!