An alternative way to brand
In terms of branding, I have noticed vendors are looking for an alternative to running site banner placements. Recently, we had a client in the Storage space that wanted to brand their product as the leader in network area storage (NAS) and align with a highly qualified audience of NAS professionals. We have seen the branding is extremely effective when there is a targeted alignment between vendor and editorial content. In order to brand this client’s product as a leader in NAS – our editorial team compiled relevant editorial articles and then promoted them across a highly qualified audience of storage IT pros. Sponsor ads were placed prominently through the articles providing great content alignment and branding. As an exclusive sponsor, this vendor was able to surround their target market with their product message at a time when they are actively engaged with a target. What branding vehicles have you found to be effective?