Blogging: passing fad or business tool?

22/08/07 17:25

Blogging could be the new way for businesses to promote themselves on the web, but few companies are taking it up, according to new statistics.

The survey, conducted by Webtrends, a marketing performance management provider, found that while 85% of marketers understand the importance of web presence, only 5% use blogs frequently, and just 4% utilise podcasts.

Currently, the most popular tools for internet marketing are e-direct mail, with almost half (46%) of marketers using it on a regular basis, and the research tool of web analytics, with 37% using it to collect data.

Nick Sharp, VP and general manager of Webtrends, is in favour of blogging and commented that: “Blogging is much more than a ‘nice to have’ in business today. With a power to publish, share and influence, this new consumer movement is impacting every aspect of the business world.”

Some experts have predicted that businesses that are not blogging at the moment will not be around in a couple of years’ time. However, other sources believe that the novelty of blogging will peak in 2007 and level off when the number of bloggers reaches 100 million.

However, while blogs can be a highly effective way of communicating on behalf of a business, companies need to be aware of what bloggers are saying about them.

Sharp warned: “A dissatisfied customer airing negative views can damage corporate reputation over night.”