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The Business of Blogging
eMarketer, June 2005, Pages: 15
Blogs have been the focus of numerous media reports recently, but so far their economic impact is all but immeasurable—and they make many businesses nervous. While they can burnish brands, generate awareness and open doors to consumers, blogs can also bend Web traffic, upend organic search results and tarnish a company's reputation.
Attention: Large Corporations, SMBs, Marketers, Advertising Agencies, Media Companies and Online News and Content Sites.
The Business of Blogging report focuses on the use of blogs in business, either as a corporate marketing or communications tool, as an advertising medium for marketers, or a publishing format for media companies.
Generally, the use of blogs by businesses remains a fringe activity. An informal eMarketer survey finds that a of major US corporations have blogs available to the public—and even fewer produce active sites with the link and feedback features that most readers associate with true blogs. Blogging by small businesses is even less common. Decentralized by design, blogs are unlikely to become a mainstream business communications tool without change at the root level of corporate culture. Meanwhile, publishing companies are beginning to offer blogs along with their more traditional content, and ads are beginning to trickle through to the upstart pages.
Key questions the 'The Business of Blogging' report addresses:
- What are the three main reasons blogs have not caught on with businesses?
- How many US businesses are currently blogging?
- How many plan to blog in the future?
- Should marketers tap into the blog market?
- How large is the blog audience?
- What are the dangers of blogging?
- And many more…
'The Business of Blogging' report aggregates the latest data from Blogads, Forrester Research, Gallup, Harris Interactive, InsightExpress, Perseus Development, Pew Internet & American Life Project, Quris, Technorati, TNS and many others—with eMarketer's objective, unbiased analysis to give you the information you need to make well-informed business decisions on the future of online marketing.
Sources:
- Blogads
- BlogKits
- CMO Council
- eMarketer
- Forrester Research
- Gallup Poll
- Harris Interactive
- Hostway
- InsightExpress
- Perseus Development Corporation
- Pew Internet & American Life Project
- Quris
- Taylor Nelson Sofres (TNS)
- Technorati
- Universal McCann
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