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Social Marketing on Blogs, Podcasts October 16, 2006

Posted by David Card in Media.

About a quarter of big advertisers tell us they’re going to advertise on blogs and podcasts within the year. For media that reach a relatively small percentage of the population (a quarter and a few percentage points of online adults, respectively), this is huge, and very encouraging for the new media and the networks that serve them. But marketers must realize that at first they’re mostly going to reach other bloggers, other podcasters, youth and early adopters, and plan accordingly.

That makes for a possibly deep, but not necessarily broad, reach. What former Jup Gary Stein calls clique-through, a painful pun describing a very practical strategy. Our forthcoming report on marketing to — and through — influentials version 2.0 will be a must-read. Stay tuned.

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