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16 Apr 07

As brand advertisers continue to morph into content creators, social media search firm Technorati aims to expand that concept through an acquisition of media aggregation technology outfit Personal Bee
will allow Technorati to extend its Conversational Marketing System services, recently promoted through a relationship with Ogilvy North America.
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- Brand communications are moving from one way stuff… to stuff that is more inclusive of the audience and conversational," said Technorati chairman Peter Hirschberg. "Advertisers increasingly want to become publishers."
- Personal Bee's platform enables users to create dynamically-updated sites featuring content from across the Web based on chosen topics. Technorati plans on offering advertisers the same capability, allowing them to develop customizable microsites focused on particular subject matter associated with their brands and the communities they're hoping to reach. The Personal Bee technology will be integrated with Technorati's to produce the second iteration of its marketing program.
- This is a step into social marketing, social networking
- The blog search company will also introduce a tool to promote the sites. Content feeds will be streamed dynamically into ad units or Web site widgets that can be linked to sites created with the integrated platform
- PR firm Edelman aligned with feed platform provider NewsGator Technologies to offer a similar ad and widget product featuring CGM content.