Saturday, February 16, 2008

Life of a Blog

There was a great article in Wired magazine last month on the life cycle of a blog post. As more and more thought leaders are using the web as their key communication channel, there has never been a better time for digital marketers to begin to listen and engage with the blogosphere. Once you have identified your target influencers, there are a few ways you can engage:

- build a relationship with the influencer
- advertise through the influencer

Building a relationship with a given blogger is a delicate process, open communication and honesty are necessary. The advertising landscape is beginning to take on steam where we are learning about insightful ways to advertise on blogs vs. mainstream banners.

It's a great time to be a digital marketer, as many have said before, you should already be listening to your customers and identifying who is influencing your company. Once you have a handle on the external brand, it's time to engage...

Digital Marketing Innovation

Digital Marketing Innovation is all around us today, major companies are beginning to leverage feeds, video, and blogs to the point that it's becoming fundamental marketing. Yet time and time again, innovation pilots are launched without a clear vision on several things:

1 - what is the value this innovation will bring?
2 - what is the current state, pilot state, and future state of this innovation?
3 - what are my success criteria in determining if this pilot is a success?

Now new findings will always come up with an innovative pilot, that is one major reason to constantly test new ideas, but having focus and clarity around the Why, How, and What Value will ensure quality innovation whether it's a successful pilot or not.