Innovations in Marketing Technology
One of the most dynamic growth sectors in the technology space is one very close to PR firms like Topaz, as well as to marketing, advertising and PR professionals - both in corporate and agency roles. We're seeing tremendous innovation among a growing community of companies offering technology and business solutions for marketers and advertisers - it's what we at Topaz call "Marketing Technology."
That's the focus of this edition of the Topaz e- newsletter. You'll hear about the practice group we've formed to address the needs of marketing technology companies. You'll also get new perspectives into our work in a particularly exciting segment of this space: the integration of social media and fundamental public relations (or in Topaz-speak, Buzz Media and Online Communications). In addition, we've included snapshots of some innovative marketing technology companies and commentary from an expert in this area, long-time tech journalist -- and now new media guru -- Paul Gillin.
For those of us in the marketing and communications profession, it's important to keep pace with change -- and we hope we can provide some insight on this subject with this e-newsletter. We welcome your comments and questions on this, as we know there's much more to learn about marketing technology now and as we move ahead into 2008.
Thanks -- and Happy Holidays.
Tony & Paula
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Topaz Partners Launches Marketing Technology Practice
Topaz recently announced the launch of its Marketing Technology Practice, which brings together the agency's experience, contacts and services - and addresses the needs of a growing community of companies offering technology and business solutions for online marketers and advertisers.
This launch coincides with the movement among companies of all sizes to find new ways to communicate with their target audiences as we find ourselves in the midst of a major marketing shift. Topaz has a long history of work with marketing technology companies, including firms like Constant Contact (email marketing), CCBN (corporate webcasts) and Cymfony (online marketing/media analysis). Currently, Topaz is working with some of the most innovative marketing technology companies (see the article that follows). With this new effort, Topaz is focusing that experience to help current and future clients build visibility and awareness in this fast- growing and increasingly critical market.
Topaz has close relationships with the influencers that cover this space -- media and analysts like eContent, Jupiter Research, Forrester Research, DM News, MediaPost., iMedia Connection and DIRECT Magazine to name a few. We can offer a range of PR and communications services that have proven to be effective in generating coverage and awareness - services like byline article development and placement, blog relations and securing speaking opportunity at marketing events and conferences.
Read the full story
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Companies Making a Mark in Marketing Technology
As mentioned above, Topaz is working many companies offering marketing technology solutions, from email marketing service to online communities for a major broadcasting companies. Here are snapshots of our clients who represent the fast changing and expanding space of marketing technology:
Campaigner, a leading email marketing solutions provider.
Balihoo, a knowledge management solution for the media planning and buying industry.
Connexion.a captures, integrates and anlyzes marketing performance data using real-time campaign performance analytics, customer trending and strategic intelligence.
New England Direct Marketing Association (NEDMA), a regional, professional association for all those interested in direct marketing.
Prospectiv , provides online customer acquisition to leading consumer brands and operates a lead generation platform used by publishers across the Web.
Prospero Technologies enables leading brands to seamlessly integrate interactive/social media features throughout their sites.
Wilde, a provider of a wide range of direct marketing services.
Wilde Direct is a full-service creative agency, specializing in traditional and online direct response marketing communications.
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 The wild ride continues: Five social media predictions for 2008
by Paul Gillin
Developments in the area of social media have had a major impact on the marketing community -- many of the marketing technology solutions covered in this newsletter have a direct connection to social media. Here, Paul Gillin -- a long-time tech journalist and an established social media expert -- gives us his perspective on some predictions for the year ahead.
It's been a wild year on the Internet as social media has taken the Web by storm. Some people say this is a bubble waiting to burst, but I think we're in for another year of innovation, turmoil and strategic posturing. Here are five fearless predictions for 2008:
The year of social search - Google's great, but it isn't perfect. Its inherent weaknesses (the inability to search by date, for example) and the explosion of new online content spark interest in a new class of search engines that incorporate user recommendations. Projects like Mahalo and WikiaSearch are early proofs of concept, and new players pile on as prototypes show promise.
A social network privacy backlash - A scandal erupts in 2008 as news headlines tell of people being harassed, talked and fired because of information revealed in their Facebook accounts. The lurid details are shocking, and politicians quickly move to call for government limitations on social network disclosure policies. The furor prompts Facebook, which is preparing for an IPO, to scramble to revamp its service and tighten its policies. The incident becomes the first great crisis of the Web 2.0 era.
Facebook's IPO - Facebook weathers the privacy crisis and stages a successful public offering that values the company at $25 billion and positions it as the number one suitor to Google's market crown. A power struggle ensues as Facebook immediately leverages its market capital to buy up rivals and solidify its position as the most comprehensive social network. Google continues its acquisition binge (see below).
Blogosphere bust - Technorati reports that worldwide blogging activity is declining for the first time. This sparks a predictable round of tongue-clucking by people who said the whole thing was a fad all along. In fact, the blogosphere is simply entering a normal cycle of maturation in which early tire-kickers fall away. Meanwhile, more corporations launch blogs in 2008 than in any previous year.
Google buys Skype and Second Life - eBay has had enough of Skype and it sells the Internet phone service to Google for a bargain basement price of $750 million. Google is more than happy to make the purchase. It has new technology that delivers ads based upon words spoken in phone conversations. Google also moves to snap up Second Life, which has struggled to find a mission and a business model. Google immediately announces its intention to open up the Second Life program interfaces to support third party applications and to integrate virtual worlds with its Google Earth and Google Maps products.
Paul Gillin is a writer, speaker and social media consultant, and author of
The New Influencers, a Marketer's Guide to the New Social Media.
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Social Media Roundtable: Perspectives on an evolving media landscape
Online PR - or as we at Topaz call it, Buzz Media and Online Communications (BMOC) - represents an increasingly strategic aspect of marketing technology. Among the PR community, Topaz a leader in integrating social media approaches with core PR practices. In this issue, we asked Topazers for their views on the state of social media and PR. The following highlights come from team members Adam Zand, Doug Haslam, Rob Capra, Tim Allik, Todd Van Hoosear, Sandy Kalik and Tony Sapienza. You may also be interested in listening to some of our staff talk about these issues in this PODCAS T.
Q. What's the major difference between outreach to social media and traditional media targets?
A. Doug Haslam: The short answer is none. If there is a difference, it is because we have strayed from relationship building - now the #1 thought in "new media" relations - in our traditional PR. But are there differences between, blogger outreach and magazine outreach? Absolutely, but no more than there are differences between magazines and newspapers, or different magazines. Media are media, and each "target" needs to be treated individually for the best results.
A. Adam Zand: The process of outreach is not usually a direct pitch to social media. Clients and PR people will meet goals and learn in the process by participating on sites rather than pitching. This can be posting comments, leaving links and trackbacks and sharing recommendations. It is a more participatory and probably personal experience than our past efforts with traditional media.
Q. What is the greatest challenge currently facing the public relations industry in the current media landscape?
A. Todd Van Hoosear: For companies and agencies alike, the three biggest barriers are 1) understanding the ever-changing technology landscape; 2) adjusting your media and analyst outreach practices to leverage these new technologies in an appropriate manner; and 3) adjusting your corporate communications policies to reflect the increasing importance and relevance of the personal brand.
A. Doug Haslam: Integrating traditional media and new media in outreach. It has taken a long time for a lot of PR people to even recognize new media outlets (some still haven't). Now, the PR industry needs to stop treating social media (the outreach portion of it anyway) as a separate practice needing different skills. It's not a separate practice, and you don't need different skills.
Q. Being on the forefront of new social media PR techniques, which tools do you find most exciting/useful in your media relations efforts?
A. Sandy Kalik: Twitter and Facebook are interesting as PR tools. But you go where the audience is and build a network that fits your needs, wants, interests, etc. For the time being, the real-time simplicity of Twitter puts it ahead of all the others.
A. Rob Capra: Right now I like Ning.com, which allows users to create their own social network around anything they want. But I always like what's always coming around the corner. I like talk of new developments. Web 2.0? Great. But I'm already thinking about Web 3.0.
A. Tim Allik: The most exciting thing about PR these days boils down to one word: distribution. As long as a story, opinion, or idea is compelling, worldwide distribution that would have cost thousands and even millions of dollars just a few years ago is now nearly free. Blogs, podcasts, video casts, and social networks all enable anyone with a good story, some know-how and some discipline to get that story into the hearts and minds of a vast audience. The viral nature of the Web ensures that if planted, fed, and watered correctly, the story's reach and impact will grow exponentially over time.
Q. How is the marketing community adapting to the increasing influence of the Web and social media?
A. Tony Sapienza: The Web has created a world of opportunities for marketers and advertisers, enabling them to open new channels of communications and visibility with their audience. But with this greater opportunity comes a greater challenge as marketing professionals are forced to find new ways to plan, launch, manage, track, analyze and adapt new and existing marketing initiatives. This has given rise to rapidly expanding universe of marketing technologies solutions in areas like e- marketing, online optimization, marketing analytics and online advertising.
A. Todd Van Hoosear: Technology, trust and timeliness and truth are the "four Ts" at the heart of any successful corporate communications program.
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