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Blog Marketing

Blog Marketing

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Published by Vikas Bhardwaj

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Published by: Vikas Bhardwaj on Apr 25, 2012
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Project on Blog Marketing

Submitted To:Dr.Deepali Singh Prof,ABV-IIITM

Submitted By:Rohit Kumar Singh-2010MBA24 Shivansh Bhardwaj-2010MBA25

Atal Bihari Vajpayee- Indian Institute of Information Technology and Management, Gwalior, India

Blog Marketing
By: Rohit kumar singh and Shivansh bharadwaj Abstract: Blogs are an excellent way to gather feedback and to make sure products meet the needs of users. Blogs have become the next generation marketing tool to corporate websites which merely post collateral and do not provide any interactive feedback. Blogs are also supplementary to a User Group. User Groups happen annually for example while blogs provide users constant daily and weekly feedback. Businesses have to react positively to big ideas and to new technology. They must also make up for lost time should they, initially, prove a bit slow off the mark in seeing the potential of technological breakthroughs Blogs are growing day by day at very fast pace and companies failing to market their products or services on web can lag behind others who have already started. This study gives the importance of blogging. Corporate blogs can help companies to develop higher levels of engagement with consumers but, more importantly, they create knowledge capital which can be mined for information that a firm can use to its advantage.

Introduction: From a business perspective blogs are no different from marketing channels like video, print, audio or presentations. They all deliver results of varying kind. The kind business persons can expect from blogs is mainly about stronger relations with target groups important to them. This

Highly recommended!" -. Highly recommended. their types. Once considered an almost low-life form of internet activity (which in many people’s hands it still is). blogs as learning tools. A nod from a trusted blogger can result in considerably higher sales for the recipient. Consultant. Literature: This is a broad. popular product reviewers and critics often maintain blogs where they provide information about their . to name a few . Blog marketing is the term used to describe internet marketing via web blogs. Microsoft Corporation." -. While blogging is rapidly developing into a mainstream activity for Internet users. and potentials of this most encouraging Internet phenomenon. ethics. We blog. Trusted figures in industry. rules and strategies which should be followed while writing a blog and their pros and cons. blogging has become a mainstream resource of information. and Author. often around a single topic. writers' drafting blogs. corporations use blogs to create a dialog with customers and explain features of their products and services. It also gives some light on modern blogging techniques including micro blogging. Corporate Blogger. Jacobs and Bruns have provided an exciting and useful map to the practices.study covers the importance of blogs. This book demonstrates the takeup of blogs and blogging for a number uses in industrial and social contexts. Because there are a variety of styles of blogging .Pat Kane. business. the actual application of blogs in specific contexts has so far been under-explored. Typically. and academic effects that blogging is having on our society.Robert Scoble. Singer.it can be difficult to imagine how blogs might be used in particular environments. but deep look at the social. therefore we are players in our own future. These blogs differ from corporate websites because they feature daily or weekly posts. political. The Play Ethi Uses of Blogs offers a broad spectrum of perspectives on current and emerging uses of blogs.from de facto news sites to marketing blogs. corporate dark blogs and fictional blogs. Activist.

www.net). http://bicycletutor.Blogs give useful information about any product or service to its readers hence they can decide whether to buy that product/service or not. www. mapping (e.com . and . . leave comments.g.com). Consumers will always want content that is relevant to them.g. ideally something that strikes an emotional chord. Like people who want to download new free software look at sites like www. Businesses.. do pay popular bloggers to review or mention their products.ca). once registered. Blogs of companies market their product or service and some blogs give reviews and ratings to various products or services.experiences with some products and services. Examples of popular technology blogs that provide a lot of product reviews include Engadget and Tech Crunch. vodcasts and tutorials (e. however. Readers tend to trust these reviewers and critics more as they are often unbiased. The community-building ethos of the site means that.. Bloggers posted about their lives. and cyclists participate in this through traditional media.g. According to John HuckInformation sharing plays a key role in bicycle culture. The importance of virtual connectivity can be understand as In addition to providing time.com).and place-independent meeting places.bikely. marketers.howtofixbikes. such as the magazine Momentum.g. as well as more actively through online technologies. create their ovm profile. hobbies and literally anything else that was on their minds. Social Media Today is a moderated b-to-b community that brings together some of the industry's best-known commentators (Brian Solis and Rohit Bharghava to name a couple) alongside social media bloggers.bikeforums. According to Trent COLWELLBlogs or “web logs” originated as simple online diaries. PR and media professionals. participants can post their own blogs. technology use is .. Blog use quickly exploded across the Internet and there are millions of blogs discussing every possible topic. . www. blogs (e.. discussion forums (e. and connect direcdy with other members Tech savvy population of the world is increasingly reading blogs before buying a product or using a service. such as: .filemapper. here people not even read reviews but they can also give ratings to a product or service.

and Rasmussen (2004) concluded students perform better when they use hypermedia technology.proposed to enhance experience-based. they feel a greater sense of connection to the course and the associated material (Copper and Selfe 1990. active learning. . Ellis. Ku 1996). Gillentine and Schulz (2001) found that students exhibited higher levels of involvement when using on-line roleplaying. For example. students may be willing to accept higher levels of social risk than they would in face-toface discussions (Alghazo 2006). Howard. Because technology affords a sense of privacy. As students become more engaged in the discussion.



and the expression of personal identity in relation to the rest of the (blogging) world. Personal Finance. decentered. By personalizing content. The blogosphere. and technological features which delineate blogs from other forms of online publications. who want to buy a latest released video game search for its review at www. Employers. Household. it is the social networking of blogs and the potential for collaboration that provides a decidedly human dimension to the publishing and publicizing of information. Blogs and blogosphere At the same time. expressive spaces. Media. and provide a platform for debate. blogs go beyond a purely informative role. Electronics. while even today some commentators already debate the use of the word still merits use of interested public “blog” to describe this plethora of online publications. Travel and what not. again in analogy television. If they want to sustain in future they should start their own blog as soon as possible.gamespot. Malls & Stores. Food & Drinks. and (occasionally) intercreate with one distributed.People. we would suggest that the nature of these publishing efforts that term to describe the method of informing an about issues and ideas. Education. Blogs affect marketing strategy of products or services up to great extent. Fashion.com . . fluctuating ad hoc network of individual Websites interrelate. Internet. Blogs are increasing at a very fast pace and industries must recognize their importance. For example. you name it. is perhaps unique in its structure as a interact. Replacing somewhat outdated email lists and personal Websites as vehicles for exchanging ideas and information. understood as the totality of all blogs and the communicative intercast between commentary which them through and Trackbacks. Books Computers. blogs represent for authors an opportunity to reach out and connect with an audience never before accessible to them. Health & Beauty. Entertainment. Products and services ranging from Automobiles. deliberation. Sports. there remain certain shared social organisational. while maintaining control over their personal linking.

It’s a property of what scientists call complex adaptive systems and it’s enabling weblogs as a collective to become more than the sum of its part. and product strateg y teams. With regular updatesbeing hand led by the companyexecutive team. These blogs differ from corporate websites because they feature dail y or weekly posts. Blogs have become the next generation marketing tool to corporate websites which merely post collater al and do not provide any interactive feedback. and benefits before the pr oducts are released.another. Many organizations use blogs with their user community. as Hiler writes. If you still think your company doesn’t need a blog. Blogs have been focused as a primary platform for Marketing A blog is a powerful text content written on web media to influence a particular group of audience and a blogger is a person or an organization with strong thoughts or beliefs which he/she is able to convey to masses by means of a blog. It’s when you tap the collective power of thousands of weblogs that you start to see all sort of interesting behavior emerge. This allows them t o share and preview product features.And it is here. corporations use bl ogs to create a dialog with customers and explain features of their products and services. product marketing. Companies like Dell have achieved a lot through blog marketing and in a tech savvy era blog marketing has emerged as a great marketing strategy. rather than in individual blogs. The need for fresh content on the web makes the Blogs a preferre d destination for Resources. Blogs are Basic websites which are updated Regularly. Blogs arealso supplementar y to a User Group. functions. A blog has immense power. Blogs are an excellent way to gather feedback and to make sure products meet the needs of users. User Groups happen annually for example while blogs pr ovide users constant daily and weekly feedback. Typically. often around a single topic. They act as a Private news interface for any Company / Website. it can praise a company to increase up to great extent. think again… . “it’s not the individual weblog that fascinates me. where the power of blogging is situated.Blog marketing is the term used to describe internet marketing via web blogs.

let them know about their new changes and most importantly get their feedback. . Few types of blogs are listed here:1) Instructional blogs: These blogs Instruct readers to perform a task. in turn these are open for only limited people whom the blogger wishes to view it. for company employees etc are some example of it. 4) Corporate Blogs: These blogs are used by companies to get in touch with their customers. These are personal blogs of an individual in which he/she conveys anything which he/she thinks should be told to the readers. This type of blog is the main emphasis of this review paper. Blog marketing is turning out to be an important aspect in marketing strategy. for family.net .overclockers. This type of marketing done on the blog by various companies is called as Blog Marketing. 3) Personal blogs: These blogs are most widely used by common man. For example blogs for friends. 5) Private Blogs: These blogs are not open to all viewers. 2) Inspirational blogs: These blogs provide inspirational thoughts to the readers. They give the instructions on how to perform a particular task.There are many types of blogs out there in virtual world and they are growing very rapidly. For example people who like to tweak their computer visit sites like www.

com/ blogger is Dr Mohan Kaul Director General and CEO Commonwealth blogger is Business Jonathan Council. ’7 Reasons why…. Schwartz http://blogs. . Posts with content like ‘The Top Ten ways to…. One tip if you’re approaching people for an interview on your blog – don’t overwhelm them with questions. Inc. Some good examples of these are: http://mohankaul.’.’ ‘ 5 Favourite ….’ are not only easy to write but are usually very popular with readers and with getting links from other bloggers. 7) CEO Blogs: These blogs are written by Chief Executive Officer of a company. These type of blogs are increasing day by day and people are taking much interest in reading them too because they give useful information regarding some product or service so people before buying any product or a service read their review first.6) Review blogs: Blogs which give reviews about any product or service fall under this category. 9) • Interviews – Sometimes when you’ve run out of insightful things to say it might be a good idea to let someone else do the talking in an interview (or a guest post). One of two good questions are more likely to get you a response than a long list of poorly thought through ones. This type of blogs affect marketing of companies to high extent and companies should get positive review of their product or service.sun. ’53 mistakes that bloggers make when….’. 8) Lists – One of the easiest ways to write a post is to make a list. These types of blogs are personal yet they convey thoughts of a company. if not they should improve.com/jonathan/ CEO. This is a great way to not only give your readers a relevant expert’s opinion but to perhaps even learn something about the topic you’re writing yourself. Sun Microsystems.blogspot.

. some of them are:- 1) It increases visibility of their company 2) Markets their products/services. 3) Create a brand image. You may be asking yourself “How is it going to affect marketing of my company?” and “How should I start my own blog?” Blogging helps corporations in many ways. 6) Help understand future needs.Now that we are familiar with blogs let’s take a look at how they affect corporate marketing and what qualities a corporate blog should have. 5) Gets feedback from customers. 4) Create new customers and help sustain old ones.

needs of customers should be checked regularly. They are not exhaustive as a normal blog hence users find it easier to check on a regular basis. These days micro blogging has also emerged as a new revolution in blog marketing. it not only creates visibility of company but it also help understand customer needs. This feature is added on google mail called as gmail.Blogs does all that. Feedback gained from the customers helps in creating ideas for future products and services which is very necessary for a company to sustain in market. It helps increasing value for the customers. Still I believe Buzz has a long way to go to beat twitter which is based on an open source engine. hence to sustain in market. Twitter has given a new name to micro blogging as “Twitting”. Even yahoo is trying to cope up with this but they are a bit lagging behind in this race. The reason behind growth of micro blogging is that they are very easy to use and hence changes or new updates can be easily notified through micro blogging. Above all the most important reason because of which twitter is growing so fast is that it is easy to update on a real-time basis. Products have a life cycle and so do particular services. Firefox addons like twitter bar have made twitting even more easy. Blogging sites like twitter are growing at a very fast pace. Although google have now started realizing the importance of blogging but email brands like hotmail had this feature of having blogs along with email long back. . In an era when customers are gods for a company blogs helps a lot to attract them. These needs keep on changing from time to time. Now to compete with twitter even big companies like google have added a new mini blog feature called as Buzz. their new version of yahoo mail is too heavy for many customers to use. Future expectations of the customers from the company can be understood easily through blogs.

Sites like facebook and Netlog have not only emerged as good social networking sites but now they are also used by companies to provide their updates and news on a real time basis. They enable a sense of affection towards their customers thus increasing their loyalty towards their company. LinkedIn is another good example of a site which helps corporate to increase their network with customers. .

then. intercreativity. from interaction follows interactivity. bloggers turn into what we can usefully describe as produsers—a hybrid of producer and user. This undermines the distinction between commercial producers and distributors on the one side.From Production to Produsage Today. they also are active producers of content. the Fordist mass production model has been replaced by one of individuation. personalization. and customization. in the right setting. and from interactivity follows. which at worst may describe little more than a well-informed consumer who nonetheless remains engaged only passively . but instead are users of content. and consuming. passive audiences on the other. participants in interactive spaces are audiences. and discussants. always more than merely further. In becoming active publishers. commentators. collaborative produsage of information and knowledge. as the information age replaces the industrial age. All bloggers are both potential users (in the narrow sense of information recipient) as well as potential producers of content. but this is only a first step: from customization follows Interaction. This conceptualization advances well beyond Alvin Toffler’s famous term “prosumer”. if they become involved in intercreative environments (as bloggers do). and the blogosphere overall is an environment for the massively distributed.

and ad opportunities.Banners and text copy must be contextually relevant. they tend to influence other's thinking. why. More genuine that a PR pitch. They may even get higher search rankings than your brand. this approach can also help correct misinformation. it's important to change ad . Edelman VP. This doesn't necessarily mean running out to start one. You can advertise directly on a blog that reaches your target market or through an advertising network such as BlogAds or Pheedo. such as The Economist and The New Yorker. or extend a media buy's reach. Any angry customer or disgruntled former employee can launch a blog at no cost. Shirky similarly argues against the professional consume Blog Marketing Strategies Blog Marketing Strategies Regardless of your product. and may never actively engage in the production and expression of new ideas. Though only about 25 percent of Internet users (about 32 million) currently read blogs. Strategically respond to postings to initiate dialogue.and quickly. Blog lines readers check an average of 20 blogs daily. approach. "enabling you to reach a critical market segment or to broaden the impact of your marketing spend. Monitor public buzz to determine how your brand and close competitors are faring." says Morra Aarons. • Advertise on blogs to reach influencials." Blogs vary in size. There are other ways to harness this fast-growing medium's power: • Gather market intelligence.once a consumption choice has been made. and how you're being trashed (or praised) in a public forum allows you to respond appropriately -. target a niche audience. blogs can be an integral part of a marketing strategy. well-researched content. As users visit often. • Engage bloggers by commenting on key business topics. Knowing where. Read blogs related to your product or company to understand the blogger's perspective and audience. "Blog advertising can engage an important niche. Informal BlogAds research shows blog readers are high consumers of expensive.

One or more employees. Involve PR in this process. The only connection to Best Buy is the sponsored ads. You must be able to react to relevant topics brewing in the blogosphere before they become full-blown issues. may blog. Use tools such as Intelliseek's Blog Pulse or a firm such as Buzz Metrics. • Build business or brand by connecting with consumers. As a result. o Analyze comments. Blog-Related Analysis Whether or not you have a blog. PR. the related analysis is important to track how your business and brand are being discussed to better understand your consumers' perspective: • Monitor the Web for references to your brand. This analysis will help determine who the influencers are and what their connectivity level is. . the CEO included. Corporate blogs require a level of transparency. senior management. • Humanize your company with corporate blogs.content frequently to prevent impression fatigue. and major competitors: o Set up tracking on Google News Alerts or Pub Sub. and legal. links. key officers. Best Buy created the entertaining Slothmore Institute. and respond quickly and decisively to engage bloggers. they may not work for all types of companies. and support from. and trackbacks to determine the relative importance of audience perceptions. One option is create a dialogue with a series of related ads. Both small businesses and major corporations can use blogs to build closer relationships with their customers. Corporate bloggers must have access to.

Don't ignore blogs until something blows up! Use them as another way to listen to and involve customers. Hence angry customers should be handled tactfully. You should not delete a negative feedback because hiding a problem never actually solves it but in turn it increases it. Consumers may discuss products in general terms. 2) A blog helps getting feedback from customers. a single lie or bluff can end you to court and the person who sued can present written proof against your company. According to Julie Woods. Blogs create more opportunities. and more challenges." It can reveal pain points. As blogs are written content and is not like a television advertisement which gets over in few seconds. market changes. consumer language around your product. use the opportunity to influence the conversation There are some rules and strategies which corporate blogging should follow:- 1) Only truth should be written in a blog. Cymfony EVP. without using brand names or model numbers. People talk about you in the blogosphere. and competitive actions. some may give positive feedback whereas some angry customers can give negative feedback too. "Ongoing trend analysis examines the conversations to find relevant information that can be used to guide marketing strategy. . these findings can direct your marketing and creative approach.• Analyze broader category or product information. A food producer may check for terms such as "diet" and "low carb. As with any communications strategy. Monitor the information landscape to determine the macro trends and issues that influence buyers and the language they use. They may also reveal other terms you should be tracking. In turn." for example. consider what you hope to achieve from consumer engagement. So narrow tracking may not reveal the full picture.

. 4) You should not disclose information about your future products or services too early before their release because your audience may not be just your customers. 5) Know your target audience and write accordingly. 7) Last but not the least. which often means a minimum of a new posting in every day or in every week. it maybe that your competitors are also keeping track of your updates and doing so may lend you in a loss. you should ensure to update blog regularly otherwise your audience will lose interest in it. Let us now discuss some Pros and Cons of Corporate blogging: Pros:1. The blog technology that now enables readers to subscribe to the blog and new posts will automatically emailed to them. This consistent communication with audience keeps the business owner in the forefront. If your blog isn’t visible to your target audience then it is not solving its purpose. Blogging typically requires frequent updating content. 6) Use a good search engine optimization to increase visibility of your blog.Regular Announcements: A blog gives the communication with the customers and prospects.3) No spamming should be done on blogs and any spam written by someone else in feedback should be removed.

9-Increases sales of your product or service.com but for a company creating a blog on their own webspace isn’t a great cost. most of the blog postings were including the articles. The blog owner should post the valuable and useful information to the readers. Then the blog will get more profit and reliable ratings from the customers. 8-Help getting feedback from customers which is essential for continuous improvement. 5-It increases your search engine visibility. 7-Increases customer’s interest in your company. Disclosure about Blog: Now a days. some sites even offer free blogs like www. Reliability of Blog: Each blog post enables share the knowledge with regular readers of the blog. direct mail campaigns. 6-Blogging hardly requires any cost. . newly launched products and other useful information to the readers. 4-It helps in connecting with customers. newsletters. 3-Blogging increases visibility of company. 3. 2-Search engine friendly blogs have become one of the most important online web tools that are generating a tremendous amount of traffic and web site exposure from search engines and targeted visitors. uses of particular products. advertising the website.blogspot. This type of blogs will increases the exposure Others benefits of using blog are as under- 1-A blog really is a wonderful tool for company to use to bring other people’s attention to issues that are of importance to organisation.2.

‘‘Building a community is key to brand development’’. . your competitors may have already started. (2010). Journal of Database Marketing and Customer Strategy Management. 17 No. As you can see pros are far greater than cons hence blog marketing is emerging as a new era in marketing strategy which require less inputs and give long term benefits to a company. 1) A blog can be used as a legal document against your company. Hence if you have not started your own blog then you should do so as soon as possible. This is a good thing. 35. 4) Blogs can lead to privacy concerns. Vol. 2. Marketing Week. 33 No. ISSN 0141-9285. 3) Hard to update it on a regular basis. M.Vol. pp. Y. 22-6. References Ahuja. until you’re doing it for the wrong reasons. 2) Too many negative feedback can defame your company. ISSN 1741-2439. ‘‘Corporate blogs as e-CRM tools – building consumer engagement through content management’’. pp. Let’s say you work for a large company and you tend to share a lot of knowledge with your customers through the use of blogs. and Mercury. V.You are building brand awareness and generating the MOST TARGETED TRAFFIC you could ever hope to find for your online business! Cons:Blogging without the right mindset is perhaps one of the worst things you can do when blogging. (20100). Costa. No one would like to visit a blog if updates are done too slow so regular updating is necessary.10. 91-105.

D.H. and Kehagias. Vol. Davis VIRTUAL “THIRD PLACES” AND EXPERIENTIAL LEARNING: A CASE STUDY OF BLOGGING IN A MARKETING PROMOTIONS COURSE” Journal for Advancement of Marketing Education – Volume 10. 79-94. ‘‘Tracing customer orientation and marketing capabilities through retailers’ websites: a strategic approach to internet marketing’’. Rigopoulou. Michael A. Journal of Targeting. 2.R.Tsiotsou. (2010). J. R. pp. I. Donna F. Summer 2007 . 18 No.. Measurement and Analysis for Marketing. Levin.

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