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American Express’s OPEN Forum Blog is built around editorial content licensed from leading business authors such as Guy Kawasaki, Anita Campbell, Scott Belsky and others (more here Double Team movie full
). When a reader decides to share a particular story with a friend or a community like Techmeme, where someone posted this article by John Battelle, it’s American Express and the OPEN Forum Blog that benefit from the amplification.
Last week the OPEN Forum Blog won gold at the MIXX Awards.
Guy Kawasaki, John Battelle and Mark Frauenfelder have published content (plus bonus videos and other features) from their upcoming books and are distributing them to readers of their blogs as Adobe Acrobat 9 PDF Portfolios. Adobe did not shape or influence the content itself, but it is paying to run ads on all three authors’ sites.
The free “sneak previews,” not surprisingly, are moving like hotcakes — 1600 downloads in a week — and with each download Adobe takes a new prospective customer on a tour of Acrobat 9.
Ads on each site (like this one, running on Guy’s site) not only promote the PDF preview, they also let fans re-post the ad unit on their own sites:
And since circulating these previews benefits the authors too — they are the book-equivalent of movie trailers — Adobe’s campaign is getting extra mileage beyond the paid sponsorship. Here’s a post by Battelle on Searchblog:
(Credits: Steve Weeks and the Adobe Acrobat 9 marketing team; Yiming Roberts, Erica Milanese and Jenny Yumiba at Goodby Silverstein; and Liam Boylan, Nicole Cook, Stephanie Loleng and Lester Lee at FM.)
In the latest extension of its Epsonality campaign, which recommends printer models based on personal traits and work habits, Epson has teamed up with PopURLs on an intelligent RSS feed for DIYers, crafters, photographers, entrepreneurs and life hackers: the Epsonality edition of PopURLs.
The team at PopURLs points their technology at editorial content in those categories from across the web, and Epson sponsors a site and feed that caters to the informational needs of its core customer segments.
(Credits: Thomas Marban at PopURLs; Jordan Kretchmer, Ed Cotton, Shelly Hughes, Amy Rodier, Sankar Patel, Jordanna Howard, and Caroline Lewis at Butler Shine; and Leona Laurie, Bernie Albers, Josh Mattison and Mark Chu-Cheong at FM.)
Technorati is out with the new State of the Blogosphere report. Lots of great stuff. My favorite part: More evidence that blogs are becoming more like normal old websites:
“as the Blogosphere grows in size and influence, the lines between what is a blog and what is a mainstream media site become less clear. Larger blogs are taking on more characteristics of mainstream sites and mainstream sites are incorporating styles and formats from the Blogosphere. In fact, 95% of the top 100 US newspapers have reporter blogs.”
The pundits at OMMA are mostly upbeat (see the round up at PaidContent). TNS Media Intelligence’s Brian Wieser, SVP of industry analysis:
“contends that there will be no impact on the industry — at least in the short term. ‘The broader trend of ad dollars shifting into non-measured media marketing and new media will continue. Even given the current turmoil, there’s still room for growth, as more marketers have already begun a steady move to alternative media. So unless you get a scenario where you have a couple retail institutions combining or consumer facing effort, you won’t see an impact. If two retail banks combine, for example, we could still see an uptick in ad spend as the merged companies feel the need to execute a branding campaign. Outside of that, for the financial services firms and publications and agencies that rely on them, a bad year just got worse. But that’s not the whole market.’
I hope he’s right. But chaos across the financial markets is bound to cause nervousness among business people in every sector, and that nervousness will delay advertising start dates, shorten contract commitments, and may temporarily slow down the migration of funds to relatively new channels such as digital.
Sometimes even the best-intentioned contextual-matching algorithm screws up. Here are few more for the “humans v. the bots” file. (Thanks, Lester Lee!)
First, an “Adjustable Rate Mortgage Left You in Freefall?” banner served up alongside a plane crash article on CNN. Then PetMeds.com promotes a free shipping offer next to a Chicago Sun-Times story about kittens accidentally FedEx’d across the country. Finally a Swatch “Shake at the World” banner above CNN coverage of a major earthquake affecting Pakistan and India. Oops.
If you’re not already a subscriber to MarketingProfs, they’re offering a free trial. This week they added a marketing case study on Lenovo at the Olympics:
“CASE STUDY: Last month in Beijing, Lenovo leveraged its Olympic sponsorship to develop global brand awareness. Unique to its approach was its use of new media, which fortified its traditional marketing and created a new level of athlete and fan interaction.”
Here’s more on the Facebook app that was part of the sponsorship.