Three key applications for brand monitoring

[Posted by Peter Kim]

As you may know, I've been following the brand monitoring market for a couple of years and since publishing the Q3 2006 Forrester Wave on the space, it's clear that the market has shifted.  That's why I plan on updating the Wave in Q3 2008.

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Podcasts From Forrester

ClaireschooleyBy Claire Schooley

We're doing podcasts at Forrester now, and I'm the internal resource for how to get them done. Here's what we've learned so far:

Post new podcasts on a regular basis. Decide on a schedule — twice a week, every week, every two weeks and stick to it. Listeners look forward to new material on a consistent basis. Consistency helps you gain and maintain an audience.

Name your podcast. Consider a contest to identify a good name. At Forrester we are still working on a name. Any ideas? In the meantime, you can name the podcast after your company like we have — Forrester Podcasts.

Identify upbeat music. Start and end each podcast with three-to-five seconds of music. Use the same music each time to give your podcast an identity, like NPR's All Things Considered. Do you have in-house musicians who might enjoy creating your theme music?

Keep podcasts short. Six-to-twelve minute podcasts are ideal. If the topic takes longer, break it into two or more podcasts and let listeners know this podcast is the first of a two- or three-part series.

Plan a podcast format that fits the topic. Vary the format depending on the topic and the presenter but keep the music and podcast name consistent. Here are some formats we've tried:

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Umbria acquired by J.D. Power

[Posted by Peter Kim]

Congratulations in order this morning to Janet, Howard, and the rest of the team at Umbria.  The brand monitoring firm was acquired today by J.D. Power & Associates, the customer satisfaction research company.

The significance of this acquisition lies in the acquirer -
McGraw-Hill/JDPower is different type of company than Nielsen and TNS -
and will use brand monitoring differently.  One thing in common -
another brand monitoring brand name disappears.  Umbria will be folded
into their new parent company, while Buzzmetrics/Intelliseek have
disappeared into Nielsen Online and Cymfony now operates as part of TNS
media.

I have a short research piece publishing soon for Forrester
clients.

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