which is why playing by the same category communication rules (defined as typical advertising) is less likely to be successful. Challenger brands have to be 3.5x more effective to achieve the same growth as a category leader.
More balance requires more integration Earned Owned Paid Earned Paid 2009 2011 Owned
83 % get more health info online than anywhere else Pew, 2010
Over half (55%) of mobile social networkers were found to be women - not teens, who are more likely to use their devices to text . In fact, teenagers and college students combined account for less mobile social network traffic than their parents. And it's not women from the younger end of the age scale using their mobiles to socialize. The largest segment (36%) consists of 35 to 54 year olds followed by those aged 25 to 34 (34%).