Nokia is currently running a blog relations campaign to promote its new N90 phone. Brand Republic reports the Finnish brand sent the N90 phone for review to 50 bloggers with focuses as broad as gadgets and as narrow as following one of Nokia’s competitors. Nokia is also online with the Nokia Nseries N90 Blogger Relations Blog site. Where they post blogger and media information that users can repurpose and utilize in their blog postings about the N90.
Yesterday at Ad:Tech New York industry experts debated the issue, presenting different opinions. Mediapost collected the points of view in a brief article: Nick Denton, founder and publisher of Gawker Media said he can’t really point to any examples of posts that originated from ads themselves. Steve Rubel said that advertising on blogs assisted marketers in “finding the customer evangelists out there” and “empowering them with tools.” Personally I think that “do blog ads create buzz” is a tricky questions. It would be more correct to ask: do blogs generate buzz? OR how do ads on blogs perform?
A good article on Business Week investigating the micromedia model introduced by blogs. It explains why blogs produce value to advertisers, in two words: they serve niche audiences and they boost word-of-mouth. But if you’re a blogger, don’t automatically make the assumption this means you can make easy money.
In the age of consumer generated media, corporations can no longer hope to control 100% their brand message. Rather, they need to learn to listen. >Mediapost reports on the BlogOn conference quoting experts like Jeff Jarvis who said:The days of centralized ‘We own the community, we own the brand,’ are over. People do it however they want, wherever they want.”
Brands can no longer control the conversation, but can get high value from what they listen. Actually marketers should have always listened to consumers, blogging simply makes this action easier. I used to think the power of blogs was slightly overestimated, but I’m not sure the situation is still like this. I agree with Jarvis, when it comes to blogging, listening is priority number one. Of course brands can also start their own blog but it’s not easy to stay simple, direct and sincere when you run a corporate blog.
A research by DDB London found out that there is no buzz about blogging and podcasting outside of our media industry bubble, and also that people have no understanding of what the words mean.
Rich media dominate the scene of online advertising, but don’t think static banners are dead. They might be less attractive but their conservative appearance is still appreciated by certain audiences. On blogs, in particular, static ads get better results than the animated ones. As Tessa Wegert writes on ClickZ, “Static banners are also useful in contextual and behavioral advertising, where grabbing consumers’ attention is more about being relevant than conspicuous“. Keeping in mind that creating a positive user experience is priority number one, both for publishers and advertisers, the combination of rich media and static ads appears to be the best solution.
What role should blogs have in media buying? On iMediaConnection tries to answer the question. It’s interesting to read because the author, Jim Meskauskas, is not a big fan of blogs, therefore he provides an unusual perspective on the issue. My only point is don’t think about blogs just as places where you can advertise, but look & listen to what bloggers say to understand how your products are perceived and consider starting a blog yourself to engage with direct and informal relationship with your target audience. Blogs are more complex than you might think. They’re often powerful and attractive. Just don’t overstimate their importance.
MarketingSherpa’s publisher, Anne Holland, wrote an article on bloggers cutting and pasting the entire text of her publication’s content in their blogs. Apparently it’s an emerging trend and I’m experiencing it too (even if fortunately on smaller scale).
Bloggers and blogs’ readers leaving comments on the entries are the ultimate focus group. Adweek (sub. req.) explains U.S. Cellular through G Whiz carried out a market research listening to what potential college-age consumers were saying on their blogs. G WHIZ is a subsidiary of Grey Global Group specialized in targeting the youth segment. The Wall Street Journal also has a (free!) article on this topic.
A sweepstake to win the chance to ride around France and blog live from the Tour de France. In Race to the Tour awo bloggers will be selected to follow the last Armstrong’s race and the performance of the Discovery Pro Cycling Team. The initiative is sponsored by Subaru, the site has been created by R/GA. [News via Adrants]
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