Ogilvy North America is partnering with Technorati to offer clients blogs, vlogs, videos, photos, and other online user-generated media. The hope is for their clients to better understand the blogosphere and improve in building their brands.
Ogilvy has previously worked with Cisco, IBM and SAP using blogs. The company will use the Technorati Conversational Marketing System to offer tools and strategies that will allow clients to syndicate content, participate in online conversation as well as build relationships with online communities that have a connection with their brands.
Ogilvy client Marianne Samenko, Director, VP, Brand Communications, Consumer Digital, Kodak, has expressed interest in Techorati’s services. “Technorati will help us understand what is going on in the blogosphere, which will be tremendously useful to our brand.”
The advantage Ogilvy clients will have by becoming involved in the blogosphere is the feedback they will receive concerning their products or services. Technorati VP of Marketing Derek Gordon compared it to a never-ending focus group.
“The voice of the customer is a vital and growing part of the marketing mix,” noted Carla Hendra, co-CEO of Ogilvy North America. “By partnering with Technorati, we can offer our clients an innovative engagement point with the Live Web. Key to this is defining measurable ways to integrate blogs and other citizen media on behalf of brands, and understanding how to listen and respond to the voice of each and every audience segment.”
While the partnership seems strong enough what will the blogosphere reaction be? As more marketers and companies move into the blogosphere will the original purpose of the blog be diminished?
On Ogilvy choosing to partner with Technorati Peter Hirshberg, Chairman and Chief marketing Officer at Technorati said, “Our Conversational Marketing System enables this game-changing method of audience engagement because we have a unique relationship with citizen publishers and our index of Live Web media is, frankly, unparalleled.”
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Mike is a staff writer for murdok. Visit murdok for the latest ebusiness news.
