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	<title>Lean Back 2.0</title>
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		<title>Are CMOs ineffective at telling their own story?</title>
		<link>http://www.economistgroup.com/leanback/advertising/are-cmos-ineffective-at-telling-their-own-story/</link>
		<comments>http://www.economistgroup.com/leanback/advertising/are-cmos-ineffective-at-telling-their-own-story/#comments</comments>
		<pubDate>Wed, 22 May 2013 15:14:56 +0000</pubDate>
		<dc:creator>Samantha Silberberg</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[C-Suite]]></category>
		<category><![CDATA[CMO]]></category>
		<category><![CDATA[EIU]]></category>
		<category><![CDATA[SAS]]></category>

		<guid isPermaLink="false">http://www.economistgroup.com/leanback/?p=4008</guid>
		<description><![CDATA[Last week we posted about the gap between how CMOs view their role and how the rest of the C-suite perceives marketing. This week we explore how CMOs feel about their power to influence marketing strategy. This research is based on the Economist Intelligence Unit&#8217;s report, &#8220;Outside looking in: The CMO struggles to get in [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>How content marketing built Bogota&#8217;s tallest skyscraper</title>
		<link>http://www.economistgroup.com/leanback/advertising/how-content-marketing-built-bogotas-tallest-skyscraper/</link>
		<comments>http://www.economistgroup.com/leanback/advertising/how-content-marketing-built-bogotas-tallest-skyscraper/#comments</comments>
		<pubDate>Thu, 16 May 2013 13:28:14 +0000</pubDate>
		<dc:creator>Sean McManus</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Crowdfunding]]></category>
		<category><![CDATA[Prodigy Network]]></category>
		<category><![CDATA[PSFK]]></category>

		<guid isPermaLink="false">http://www.economistgroup.com/leanback/?p=3988</guid>
		<description><![CDATA[Commercial real estate has long been a tricky business, with legal structures and financing schemes so complex that only investment banks, multinational companies, and the super rich able to get in on the action. But not anymore. Online videos, social media&#8211;the rise of multi-platform content marketing&#8211;is for Rodrigo Nino, the chief executive of Prodigy Network, [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>How companies worldwide view CMOs</title>
		<link>http://www.economistgroup.com/leanback/advertising/how-companies-worldwide-view-cmos/</link>
		<comments>http://www.economistgroup.com/leanback/advertising/how-companies-worldwide-view-cmos/#comments</comments>
		<pubDate>Wed, 15 May 2013 13:11:47 +0000</pubDate>
		<dc:creator>Samantha Silberberg</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[New business models]]></category>
		<category><![CDATA[C-Suite]]></category>
		<category><![CDATA[CMO]]></category>
		<category><![CDATA[EIU]]></category>
		<category><![CDATA[SAS]]></category>

		<guid isPermaLink="false">http://www.economistgroup.com/leanback/?p=3965</guid>
		<description><![CDATA[This is the first in a series of posts featuring research and reporting from the Economist Intelligence Unit (EIU) about the future of marketing. Over the next few weeks, we will bring you insights from an EIU report, &#8220;Outside looking in: The CMO struggles to get in sync with the C-suite,&#8221; sponsored by SAS. Chief [...]]]></description>
		<wfw:commentRss>http://www.economistgroup.com/leanback/advertising/how-companies-worldwide-view-cmos/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<title>A quick-fire interview with Lisa Gevelber</title>
		<link>http://www.economistgroup.com/leanback/advertising/a-quick-fire-interview-with-lisa-gevelber/</link>
		<comments>http://www.economistgroup.com/leanback/advertising/a-quick-fire-interview-with-lisa-gevelber/#comments</comments>
		<pubDate>Wed, 08 May 2013 14:59:38 +0000</pubDate>
		<dc:creator>Sean McManus</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Google]]></category>
		<category><![CDATA[Lisa Gevelber]]></category>
		<category><![CDATA[Think Insights]]></category>

		<guid isPermaLink="false">http://www.economistgroup.com/leanback/?p=3946</guid>
		<description><![CDATA[Google recently launched &#8220;Think Insights&#8221; an interactive hub for marketing executives. Lean Back 2.0 talked to vice president of marketing to get the inside story. What sparked &#8220;Think Insights&#8221;? Our new culture is about combining data with opinion. Google has tons of research that helps understand consumer behavior. We decided to open it up to [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>When multi-platform includes a martini</title>
		<link>http://www.economistgroup.com/leanback/journalism/when-multi-platform-includes-a-martini/</link>
		<comments>http://www.economistgroup.com/leanback/journalism/when-multi-platform-includes-a-martini/#comments</comments>
		<pubDate>Wed, 01 May 2013 13:58:56 +0000</pubDate>
		<dc:creator>Sean McManus</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Journalism]]></category>
		<category><![CDATA[Bombay Sapphire]]></category>
		<category><![CDATA[Transmedia]]></category>
		<category><![CDATA[Tribeca Film Festival]]></category>

		<guid isPermaLink="false">http://www.economistgroup.com/leanback/?p=3907</guid>
		<description><![CDATA[Last month, in a content marketing coup, Instagrammer Sam Horine photographed letters from the Tribeca Film Festival logo in quirky places around New York City, encouraging fans of the festival to find and share them. Along with dozens of splashy parties and movie premiers, Tribeca also screened an interactive film/video game hybrid with Ellen Page [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Welcome to the Lean Back 2.0 relaunch</title>
		<link>http://www.economistgroup.com/leanback/advertising/welcome-to-the-lean-back-2-0-relaunch/</link>
		<comments>http://www.economistgroup.com/leanback/advertising/welcome-to-the-lean-back-2-0-relaunch/#comments</comments>
		<pubDate>Wed, 24 Apr 2013 16:49:36 +0000</pubDate>
		<dc:creator>Sean McManus</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[CMO]]></category>
		<category><![CDATA[McKinsey]]></category>

		<guid isPermaLink="false">http://www.economistgroup.com/leanback/?p=3876</guid>
		<description><![CDATA[It&#8217;s been four years since McKinsey published an article titled &#8220;the consumer decision journey&#8221; arguing that the linearity of the classic marketing funnel was over and recommending a more sophisticated approach to reaching and influencing consumers&#8211;one that reflected the &#8220;circular journey&#8221; of their decision-making process. New digital &#8220;battlegrounds&#8221; required marketers to create conversations with customers [...]]]></description>
		<wfw:commentRss>http://www.economistgroup.com/leanback/advertising/welcome-to-the-lean-back-2-0-relaunch/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Publishers&#8217; long-term success lies in small business marketing</title>
		<link>http://www.economistgroup.com/leanback/new-business-models/publishers-long-term-success-lies-in-small-business-marketing/</link>
		<comments>http://www.economistgroup.com/leanback/new-business-models/publishers-long-term-success-lies-in-small-business-marketing/#comments</comments>
		<pubDate>Wed, 27 Mar 2013 13:23:58 +0000</pubDate>
		<dc:creator>Steve Pogorzelski</dc:creator>
				<category><![CDATA[New business models]]></category>
		<category><![CDATA[advertising]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[publishing]]></category>

		<guid isPermaLink="false">http://www.economistgroup.com/leanback/?p=3867</guid>
		<description><![CDATA[With decreasing print ad revenue, traditional publishing companies have been forced to adapt to market forces and find new sources of income in the digital era. Publishing and media companies have explored and experimented with offering marketing services to small and medium-sized businesses (SMBs). Now, publishers are committing to this change and putting money toward [...]]]></description>
		<wfw:commentRss>http://www.economistgroup.com/leanback/new-business-models/publishers-long-term-success-lies-in-small-business-marketing/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Real-time marketing is Madison Avenue&#8217;s next big challenge</title>
		<link>http://www.economistgroup.com/leanback/social-media/real-time-marketing-is-madison-avenues-next-big-challenge/</link>
		<comments>http://www.economistgroup.com/leanback/social-media/real-time-marketing-is-madison-avenues-next-big-challenge/#comments</comments>
		<pubDate>Thu, 21 Mar 2013 13:36:01 +0000</pubDate>
		<dc:creator>Barry Lowenthal</dc:creator>
				<category><![CDATA[Social media]]></category>
		<category><![CDATA[advertising]]></category>
		<category><![CDATA[gatorade]]></category>
		<category><![CDATA[oreo]]></category>
		<category><![CDATA[pepsi]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.economistgroup.com/leanback/?p=3861</guid>
		<description><![CDATA[For a long time mass marketing has focused on one-way communication: brands talking to consumers. Even most direct marketing, while more targeted than mass marketing, operated in the one-way conversation paradigm. There were exceptions, such as telemarketing, that involved reaching customers and prospects on the phone (hence two-way) and customer intercepts at places like malls. [...]]]></description>
		<wfw:commentRss>http://www.economistgroup.com/leanback/social-media/real-time-marketing-is-madison-avenues-next-big-challenge/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>How YouTube&#8217;s updated platform has successfully embraced emerging consumer behavior</title>
		<link>http://www.economistgroup.com/leanback/social-media/how-youtubes-updated-platform-has-successfully-embraced-emerging-consumer-behavior/</link>
		<comments>http://www.economistgroup.com/leanback/social-media/how-youtubes-updated-platform-has-successfully-embraced-emerging-consumer-behavior/#comments</comments>
		<pubDate>Wed, 27 Feb 2013 15:41:00 +0000</pubDate>
		<dc:creator>Tomos Evans</dc:creator>
				<category><![CDATA[Social media]]></category>
		<category><![CDATA[brands]]></category>
		<category><![CDATA[content marketing]]></category>
		<category><![CDATA[TV]]></category>
		<category><![CDATA[YouTube]]></category>

		<guid isPermaLink="false">http://www.economistgroup.com/leanback/?p=3850</guid>
		<description><![CDATA[When the latest YouTube redesign was launched in December 2012, it was greeted with surprisingly little discussion. A vocal handful of users complained about the revised search and increased importance of subscriptions, while restrained welcome was given to the cleaner design. But conversation quickly faded, and few questioned the motivation for the update and who [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Inside the Dow Jones R&amp;D department</title>
		<link>http://www.economistgroup.com/leanback/new-business-models/inside-the-dow-jones-rd-department/</link>
		<comments>http://www.economistgroup.com/leanback/new-business-models/inside-the-dow-jones-rd-department/#comments</comments>
		<pubDate>Mon, 25 Feb 2013 15:06:48 +0000</pubDate>
		<dc:creator>Emma Gardner</dc:creator>
				<category><![CDATA[New business models]]></category>
		<category><![CDATA[dow jones]]></category>
		<category><![CDATA[innovation]]></category>
		<category><![CDATA[R&D]]></category>
		<category><![CDATA[Wall Street Journal]]></category>

		<guid isPermaLink="false">http://www.economistgroup.com/leanback/?p=3806</guid>
		<description><![CDATA[It&#8217;s a classic variation of the &#8220;innovator&#8217;s dilemma&#8220;. Large, legacy publishers recognize that their business models are changing dramatically, yet they can&#8217;t afford to shift resources into developing the risky new technologies that may&#8211;or may not&#8211;rescue their companies. To address this dilemma, publishers have started experimenting with a new solution: innovation labs. In the past few [...]]]></description>
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		<slash:comments>0</slash:comments>
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