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"I own a chain of book stores in Sydney and very happy with my sales. Miracle Technologies e-Commerce solution has given me a reason to celebrate. No it's not Christmas gift, they designed and promoted a shopping cart for my book stores and now I get almost 25% of my total orders from my website."
Tom Anderson (Australia)

Blogging has become mainstream as evidenced by blogs now available by major newspapers, magazines, and radio and television stations. The White House recognizes bloggers as press, and bloggers have increasing influence. Blogs can promote products and play a part in marketing strategies.

The digital equivalents of Hyde Park’s Speakers’ Corner, blogs empower people to express knowledge and opinions to those who listen. This is important for marketers because consumers now control part of the conversation and can influence a brand based on personal perceptions. In this context, how web-enabled customers evaluate information on blogs and related posts, and to which they pay attention.

Blog Marketing Strategies

Blogs integral to marketing strategy can harness this fast-growing medium's power :

• Gather market intelligence. Monitor public buzz to determine how brand and close competitors are faring. Knowing where, why, and how public criticism occurs allows appropriate and quick response. Angry customers or disgruntled employees can launch a blog at no cost with possible higher search rankings than the brand.
• Engage bloggers by commenting on key business topics. Read blogs related to product or company to understand the blogger's perspective and audience. Strategically respond to postings to initiate dialogue. More genuine than a PR pitch, this approach can also help correct misinformation.
• Advertise on blogs to reach influencials, target a niche audience, or extend a media buy's reach. About 25 percent of Internet users (about 32 million) read blogs and influence other's thinking. Blog readers check an average of 20 blogs daily. Informal BlogAds research shows blog readers are high consumers of expensive, well-researched content, such as The Economist and The New Yorker. "Blog advertising can engage an important niche," says Morra Aarons, Edelman VP, "enabling you to reach a critical market segment or to broaden the impact of your marketing spends.”Blogs vary in size, approach, and ad opportunities. You can advertise directly on a blog that reaches your target market or through an advertising network such as BlogAds or Pheedo. Banners and text copy must be contextually relevant. As users visit often, it's important to change ad content frequently to prevent impression fatigue. One option is create a dialogue with a series of related ads.
• Humanize your company with corporate blogs. One or more employees, the CEO included, may blog. Corporate blogs require a level of transparency. As a result, they may not work for all types of companies. Corporate bloggers must have access to, and support from, senior management, PR, and legal.
• Build business or brand by connecting with consumers.Both small businesses and major corporations can use blogs to build closer relationships with their customers. BestBuy created the entertaining Slothmore Institute. The only connection to Best Buy is through sponsored ads.

Blogs create opportunities and challenges. As with any communications strategy, consider what you hope to achieve from consumer engagement. Don't ignore blogs until something blows up! Use them as another way to listen to and involve customers. People talk about you in the blogosphere; use the opportunity to influence the conversation.

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