Marketing Momentum

Saturday, January 28, 2006

Perspective: Blogging's Impact on Advertising

Rob Hyndman's expresses some interesting thoughts in his "The Democratization of Advertising" post.

He wonders if the blogosphere will change target marketing - I think it will, but not to the degree he describes. I don't expect it to be a quick change as blogging is still a new technology that's not widely, or as widely, used as websites. I know more folks who don't know what a blog is, let alone conduct a search on them, than those that do.

I don't ever see advertising going away. There will always be bloggers and podcasters who are willing to sell ad space. They're already doing it.

The blogosphere actually provides an opportunity to companies as they develop their own blogs - like GM. There will still be people who are brand loyal and wanting to subscribe to their favorite brand's blog.

Some organizations are hiring marketing/PR professionals just for the purpose of monitoring what's being said about the company via the internet, comment on blogs, and maintain the company's blog. I remember reading, some months ago - before I blogged, where Target hired a professional to monitor statements on the company via the internet.

If marketers need information on bloggers, podcasters, RSS subscribers and whatever else, I have faith in future entrepreneurs to provide solutions. Just review Marketing with RSS and learn what SimpleFeed has and is planning to offer.

Marketers are going to have to become more savvy in how they reach target markets as consumers customize the media they receive with blogs, podcasts, customized home pages and various others resources. We may need a better understanding of our target market's psychographics and not rely so heavily on demographics.

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