Blogvertising: Opportunity (and Risk)
It appears as if there are two types of divergent ideas of blogs out there. In one camp are the passionate bloggers who do this because they love it and want to be doing it. Sites represented by BlogAds typify this passionate group. On the other side are capitalists who are using blogs as a source of revenue. Weblogs Inc., for example, has a network of sites that fit the more traditional publishing mold, as does MarketingVOX. Tony Conrad of Blacksmith Capital led a panel comprised of Henry Copland (Blogads.com), Shawn Gold (Weblogs, Inc.), and Beth Kirsch (Audible, Inc.) where they spoke to a packed house (amazing since this was the last panel on the last day) about the best ideas and opportunities, and a few risks.
read more...Interactive Broadcast Grows, Metrics Still Lag
Focusing on how marketers can capitalize on the increased adoption of broadband, LearningCraft Founder and Author Rob Graham led a panel which included Kraft’s Carol Walker, Broadband Enterprise CEO Matt Wasserlauf and Klipmart CEO Chris Young. Much of the discussion focused on the repurposing of video for the web. Kraft’s Walker cited several case studies, one of which was a campaign to promote recipes via online instructional videos which, successfully, garnered 400,000 views.
As with an earlier session dealing with marketers functioning as web broadcasters, this session was not able to answer the question of metrics. Currently, there appear to be no reliable and accurate sources to gauge the success of these broadband online efforts as effectively as marketers would like. All panelists promised it is a top priority.
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The Five Big Ideas
Not all ideas are created equal. The biggest idea at AD:TECH is freeing the brand. Consumers are already talking about you. They are manipulating your brand and if you are doing a good job they are making it their own. The world has gone beyond brand loyalty to use of a brand as an identifier in personal expression. This has an authenticity that cannot be imposed or created inorganically.
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