Blog Marketing
DESCRIPTION
Marketing through the use of a website primarily composed of personal or professional observations and in journal or diary format.
Marketing through the use of a website primarily composed of personal or professional observations and in journal or diary format.
KEY INSIGHTS
Blogs, short for weblogs, which are websites comprising of frequently updated personal or professional observations, can be used by individuals or organizations for marketing purposes. The typically informal journal style of an individual writer’s blog can impart to its readers a sense of trust, honesty, credibility, or objectivity that may be somewhat more difficult to achieve through more polished or professionally prepared marketing communications material and media. Even though some blogs may actually be prepared by employees of organizations who are aiming to present their organization or its products or services in a positive light, the approach nevertheless has appeal to some readers as it is seen as communication that is not subject to as much organizational censorship or scrutiny as more mainstream marketing communications or public relations materials.
Blogs, short for weblogs, which are websites comprising of frequently updated personal or professional observations, can be used by individuals or organizations for marketing purposes. The typically informal journal style of an individual writer’s blog can impart to its readers a sense of trust, honesty, credibility, or objectivity that may be somewhat more difficult to achieve through more polished or professionally prepared marketing communications material and media. Even though some blogs may actually be prepared by employees of organizations who are aiming to present their organization or its products or services in a positive light, the approach nevertheless has appeal to some readers as it is seen as communication that is not subject to as much organizational censorship or scrutiny as more mainstream marketing communications or public relations materials.
KEYWORDS Marketing communication, personal websites, professional websites
IMPLICATIONS
Marketers should recognize the growing power of blogs in the marketing of ideas, causes, products, services, brands, and organizations. While marketers can use blogs originating inside the organization to effectively communicate to the general public (or, at least to communicate to those who have discovered the blogger’s website), marketers should also be aware of and learn from the growing number and power of independent bloggers’ blogs who are informing, persuading, or at least partially influencing reader opinion or knowledge of timely issues that may be relevant to the marketer’s organization.
Marketers should recognize the growing power of blogs in the marketing of ideas, causes, products, services, brands, and organizations. While marketers can use blogs originating inside the organization to effectively communicate to the general public (or, at least to communicate to those who have discovered the blogger’s website), marketers should also be aware of and learn from the growing number and power of independent bloggers’ blogs who are informing, persuading, or at least partially influencing reader opinion or knowledge of timely issues that may be relevant to the marketer’s organization.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Lang, E. (2005). ‘Would You, Could You, Should You Blog?’ Journal of Accountancy, 199(6), 36–39.
Lang, E. (2005). ‘Would You, Could You, Should You Blog?’ Journal of Accountancy, 199(6), 36–39.
Marketing Management
Lawson, J. (2004). ‘Blogs as a Disruptive Technology,’ Law Practice, 30(1), 41–45. Gomez, J. (2005). ‘Thinking outside the Blog: Navigating the Literary Blogosphere,’ Publishing Research Quarterly, 21(3), 3–11.
Lawson, J. (2004). ‘Blogs as a Disruptive Technology,’ Law Practice, 30(1), 41–45. Gomez, J. (2005). ‘Thinking outside the Blog: Navigating the Literary Blogosphere,’ Publishing Research Quarterly, 21(3), 3–11.
BIBLIOGRAPHY
Wright, J. (2006). Blog Marketing: The Revolutionary New Way to Increase Sales, Build your Brand, and Get Exceptional Results. New York: McGraw-Hill.
Wright, J. (2006). Blog Marketing: The Revolutionary New Way to Increase Sales, Build your Brand, and Get Exceptional Results. New York: McGraw-Hill.