The rapidity of adoption of a variety of innovative online tools has every marketer on their toes. Which is a good stance to take considering that we would also describe the current online landscape as one of shifting sands. A question facing many marketers is how to adjust their brand management strategy and media buy in the context of online developments?

A few figures from The Nielsen Company Online’s Global Online Media Landscape report illustrate the changes:

There has been a massive surge in the use of online video. The availability and ease of use of inexpensive personal video technologies, the number of online sharing sites and enhanced internet infrastructure capacity has enabled this growth. (more…)