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BeTuitive Newsletter

Interdisciplinary Studies in Marketing: Abelardo Morrell

Posted on April 11, 2008 by Kathryn Regina.

A while back I had the pleasure of interviewing Frans Johansson for a client publication. Johansson’s book The Medici Effect states that breakthrough insights occur at the intersection of fields, disciplines and cultures. With that in mind, I have been on the lookout for lessons from other disciplines that could lend a fresh perspective to the marketing/custom publishing world.

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One of my discoveries is the photography of Abelardo Morrell. A book review in Scientific American succinctly describes his process:

“As the world of photography grows ever more digitized, Morell offers a glorious and surprising reminder of its classical roots. The well-known Cuban-born photographer essentially turns a room into the interior of a camera. He blacks out the windows, leaving a pinhole opening in one of them. Because of the nature of refracted light, the scene outside the window is projected upside down into the dim room. Morell then captures the room on film with a large format view camera; exposures can take eight hours or more.”

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I saw Morrell speak at The Art Institute of Chicago, and he said that when he discovered this process he felt like he had discovered photography. Can you imagine that feeling?

Lesson: New discoveries don’t have to be technological discoveries. Or better stated: Going back to the roots of a process can be just as innovative as building on the latest technology. How did people market in the 1800s?

I’m totally blowing your mind right now.

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April 11, 2008 in Blogs, Business Marketing, Custom publication, Custom publications, Custom publisher, Custom publishing, E-Marketing, Marketing Communication, online marketing, online publishing | Permalink | Comments (3) | TrackBack

Feed the Burn or It's the Results, Stupid

Posted on June 04, 2007 by Vinnie Lacey.

Looks like Google is giving Chicago-based company FeedBurner 100 million reasons to rejoice.

At least, that's the word on the street this week as FeedBurner is expected to rake in $100 million from its sale to information giant Google.  (Note to self: Google self.  Make sure clone has not been created from aggregated information.  If clone exists, destroy clone.)

To those not familiar with the business, FeedBurner is a hybrid of a publisher's service and advertising company.  By optimizing distribution of feed-based (ie, regularly updated) content--blogs, commercial news sites, RSS, podcasts, etc.--and analyzing the traffic around such content, FeedBurner helps the authoring companies better reach their ideal audience.  Advertisers get into 'Burner by having their offerings stapled to these targeted, optimized feeds.  Content feeders can even make money, as FeedBurner offers them a slice of the advertising pie.

So how did a company less than three years old with less than 30 employees entice the voracious Google monster?  The answer is in the technology.  As Susan Wojcicki, a Google vice president for advertising products, puts it, FeedBurner is a good fit because both companies focus on selling advertising that is "very measurable," meaning publishers can track each time a computer user looks at content.

That's good news as advertisers struggle to reach a fragmented audience with increasing control over when, where, and how information (including ads) hits their radar. 

The potency behind a marketing campaign with targeted info--wrapping the information that readers find useful around promotional content--is, of course, no stranger to BeTuitive.  We're convinced that's what keeps our clients top-of-mind, relevant and a returning choice for their users and consumers.  And we continue to refine our tools in measuring and analyzing our clients' results each time they publish.

But don't take our word for it.

Google just gave 100 million reasons to decide for yourself.

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June 4, 2007 in blog publish, Blogging Tools, Blogs, build credibility, Building B2B Relationships, Building Customer Community, Business relationships, company blog, Custom publishing, grow relationships, nurturing relationships, online marketing, online publishing, publications management, publish, publish a rss, publish writing, publishing outsourcing, publishing solution, web publish | Permalink | Comments (0) | TrackBack

Personalized Greetings

Posted on May 22, 2007 by Kathryn Regina.

When it comes to email, does "Dear Bob" personalization really work?

The short answer: It's a start, but customization is more than just a personalized greeting.

Read the whole article.

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May 22, 2007 in Newsletter content, newsletter creation, Newsletter Marketing, newsletter publishing, Newsletter ROI, Newsletter solution, newsletter solutions, nurturing relationships, online marketing, online newsletter, online publishing, publications management, publish, publish company, publish online, publish writing, publishing solution, Strategic Internet Marketing, web publish, Weblogs, Writing a Newsletter, writing magazine, writing newsletter | Permalink | Comments (0) | TrackBack