This reminds me of other Technorati announcements of late. I am hopeful that this initiative will not drive brands to launch a plethora of ineffective blogs, pasting the Technorati icon all over their online properties and crowing they “get� conversational marketing.
Technorati will be joining forces with Ogilvy, one of the world’s preeminent advertising agencies, to offer Ogilvy’s clients a new way to tap into dynamic Live Web media called Conversation Marketing. Ogilvy North America Co-CEO Carla Hendra joined me on stage last night where we discussed how Ogilvy creatives and account teams will use Technorati’s conversational marketing products to build relationships between brands and conversations relevant to those brands. This will result in the the creation of destination sites, new forms of advertising and communities of interest.
For bloggers and other citizen media creators it means new forms of distribution and awareness as brands increasingly enter the web as media sites and hubs of live web conversation. As we developed this product line it was clear that the best way to advance the state of the art was to show some of the worlds best creatives on what was possible and then work with them and major brands on how to build sites and advertising that reflect the conversations and passions of each brand’s identity.
Not having seen the Conversational Marketing System system, I’m guessing there is a lot more to it than showing people how to embed Javascript in blogs and search Technorati for client names.
Having used Buzzlogic, Technorati has a long road ahead of them to compete at the agency level once tags blogs and conversations become second nature to the marketing world.
Reminds me of Google, starting by creating search technology, then branching out into other areas by creating products and services based on their core competency. Is Technorati about technology or awareness?