In the last three years, blog marketing has become part of the mainstream media and the most popular blogs have a built a huge amount of influence over people's perception of brands.

In May 2007 Engadget, the popular technology blog, posted a rumour that the Apple iPhone would be delayed until October.

The rumour came from a trusted source but was confirmed to be totally incorrect just 20 minutes later.

Unfortunately by then the story had already reached the stock market, causing over $4bn to be wiped off Apple's market cap before the story was corrected.

At the same time, blogs are an extremely effective marketing tool if used in the right way. A company whose product is featured on a popular blog can expect a huge amount of sales and goodwill, assuming the review is positive.

Some companies such as Stormhoek are blogging themselves in an attempt to build brand loyalty through information.

Stormhoek, a winery, used to sell 40,000 crates of wine a year until they started blogging. That figure is now up to 40,000 crates a week, according to a recent article on Search Engine Guide.

Businesses with a blog have an easy avenue to publish company news and press releases as well as a way to respond to both positive and negative press.

The internet is a conversation and it's far better to take part than to sit back and listen.


Published 24 January, 2008 by Patrick Altoft

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Comments (2)


Matt Ambrose

Blogs are, in essence, content management systems. Whether they succeed as a business tool or not is all abut how you use them. If you're regularly providing useful content of value then you can build trust and confidence with visitors, educate them and remove the barriers blocking a sale. Google quite likes them too.

The tactics behind business blog are now being adopted by the new wave of 'content marketing'. I'm sure we'll be hearing more about content marketing as more people realize how ineffective interruption style advertising is on the internet and that a better way is possible.

over 10 years ago

Jonathan Moody

Jonathan Moody, Freelance at Language4Communications

You do need to think about blog marketing but using them to understand and engage with consumers means taking a holistic view and considering all social media (blogs, forums, usenets, audiovisual sharing media, social networks, podcasts, microblogging sites, social news sites etc).

Having a company blog is great if created and managed properly but there are myriad social media where your brands, products and organization are already being discussed, many with more traffic, links and influence than your blog.

The right combination of technology and human analysis makes listening to consumers on the internet possible and can provide proactive insight that is fast, candid and less expensive than reactive MR as well as customer engagement opportunities.

You certainly cannot control every web comment but you definitely need to perceive before you can protect, participate and project.

over 10 years ago

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