_This article is by Guest Contributor Kate Trgovac, reporting on the recent “BlogOn”:http://www.blogonevent.com/blogon2005 conference in New York._
Cameron Reilly, founder of “The Podcast Network”:http://www.thepodcastnetwork.com/ moderated a great session on using “podcasting”:http://en.wikipedia.org/wiki/Podcasting as a marketing channel. Reilly started the session by asking about the panel’s experience with podcasts.
Cydni Tetro, VP Marketing, NextPage described “her company’s current use of podcasts”:http://blog.nextpage.com/ as a brand builder using 10 to 15 minute interviews with experts in their industry. They work with “PodTech.net”:http://podtech.net/ as their podcasting partner. As measurement, they track all stats regarding subscriptions and downloads, but they are not concerned with monetizing it.
Category: Kate Trgovac
_This article is by Guest Contributor Kate Trgovac, reporting on the recent “BlogOn”:http://www.blogonevent.com/blogon2005 conference._
“The Feed Frenzy: Exploring New Channels for One-to-One Marketing” discussed the use of “RSS feeds”:http://en.wikipedia.org/wiki/RSS_%28file_format%29 as a marketing channel, particularly how they fit into the mix vis-a-vis e-mail marketing. Led by “Scott Rafer”:http://rafer.wirelessink.com/, former CEO of “Feedster”:http://www.feedster.com/, it included panelists from Yahoo!, Sun and ESPN.
Scott Gatz, Senior Director of My Yahoo! (*very* cool job) shared the results (Oct 2005) of a recent study conducted by Yahoo! and Ipsos Reid. 4% of Internet users *say* they are using RSS, but in reality 31% *are* actually using RSS for content syndication. And it’s not just for geeks – the profile of RSS users mirrors the profiles of Internet users at large (though it tends to skew a little younger, a little more educated and a little more male). They subscribe to an average of six feeds and use My Yahoo! or Firefox (livebookmarks) as their primary method for reading RSS.
Following on this information, Rafer tossed out the question, “How can feeds work as a marketing channel?”
_This article is by Guest Contributor Kate Trgovac, reporting from the “BlogOn”:http://www.blogonevent.com/blogon2005 conference._
Moderated by Steve Hall, publisher of “AdRants”:http://www.adrants.com/ this panel discussed the changing nature of advertising and branding, particularly in light of social media and consumers’ growing ability to critique, comment or even produce *better* advertising than agencies. The panel included “Joseph Jaffe”:http://www.jaffejuice.com/, President and Founder, jaffe LLC; Mark Kingdon, CEO, Organic (see our “5 Questions for Mark Kingdon”:http://www.onedegree.ca/2005/07/12/five-questions-for-mark-kingdon-ceo-organic-inc; and David Rubin, Brand Development Director (“Axe Deodorant”:http://www.unilever.com/ourbrands/personalcare/Axe.asp), Unilever.
To set the tone, Hall put the titular question to the panel: So, can Advertising be social?