Melissa is an analyst on the Forrester Research Interactive Marketing team where she covers social media community, technology, and organization as well as marketing on emerging interactive channels such as mobile devices and eReaders. Before joining Forrester, Melissa was the director of community strategy at Time Inc. Lifestyle Digital group, where she was responsible for community and social media initiatives across the network’s 10 titles, which include Cooking Light, Real Simple, and Southern Living. Prior to joining Time Inc. in 2007, Melissa was part of Crayon, a conversational marketing consultancy, where she managed social media projects for brands like Coca-Cola and American Airlines. Previously, Melissa held senior product and community roles at Meetup, the world’s largest network of local groups, and Bolt.com, a community of more than 10 million teenagers and young adults.
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Planning on Tablets: Is This a Medium Yet?
Date/Time: 10:15 AM
Tablets are a bright shiny object that brands and agencies have wanted to “get on board” “get in front of” and “be aligned with,” which resulted in some noble and dazzling tests over the last two years. But ultimately marketing needs operational efficiency, repeatable results and scale. Is this tablet – part app library, part DVR, part Web browser, part digital magazine – evolving into something that marketers can plan, budget and mix with the rest of the media plan? And with the success of Amazon’s Kindle Fire and Barnes & Noble’s Nook color, are these Android-powered reader platforms poised to fragment developer attention and budgets even more? Tens of millions of eyeballs and fingertips are engaged with these things every day (especially nights), but do brands really need a “tablet strategy” yet?
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