social // potato chips

Image by Microsoft Advertising

Don’t believe everything you hear.  Microsoft can be innovative, too.

The online advertising industry is a special interest network and there are lots of us out there.  We are always looking for the next big thing, checking to see who is testing the water, what is driving the latest optimization idea, and how everyone is leveraging the information.  In the advertising world, I think new ideas have a shorter shelf life than one hit wonders, therefore it is imperative to keep reinventing the wheel.  If you don’t, you’ll easily find yourself running behind everyone else.

I came across a podcast for Microsoft Advertising during my search for online advertising “listening” material.  I was proud to see that an old colleague of mine, Jason Yormark, had spearheaded this innovative form of reaching out to the online advertising community.

This was a smart move for Microsoft Advertising, because it helps enhance reputation, provide the latest product information, and create another location for applicable audiences.  For me, it definitely re-affirmed perception of the brand, especially after going through numerous brand changes in the past four years.  I’m especially impressed with episodes that provide value to clients, such as “Holiday Search Tips/Tricks”, “Keyword Research Tips”, and “Choosing the Right PPC Strategy and Agency Selection”.

There is one caveat I’d like to point out: the podcast can be heavily search focused.  Since Microsoft Advertising provides a wide range of ad opportunities, there is room for information about rich media executions, engagement mapping, and search + display synergy campaigns.  Why not let the world know what we’re up to?

The moral of this story (or blog) is that a podcasting strategy can help increase customer awareness and loyalty to your brand.  If you’re not communicating with your audience, you’re dead.

Subscribe to the Microsoft Advertising Podcast