The Critical 'I'

Read. React. Repeat.

Thursday, June 12, 2003

BLOGGING FOR DOLLARS
Inc. Magazine presents a short little piece on the effectiveness of blogging as a dedicated marketing tool for businesses.

I find it very hard to believe that Coudal Partners "has never purchased a print ad, mounted a direct-mail campaign, or produced an infomercial". You simply don't stay in business for over a decade like they have without doing some marketing. Also consider, if the firm is 13 years old as stated, that's well before the Internet developed into a mainstream medium. I suppose the firm could have started out as a small shop with a handful of regular clients, and word-of-mouth. But there's no way they didn't promote themselves, even if it was only at targeted tradeshows and publications, etc. This is an ad agency we're talking about; the reporter should know they'd stretch the truth.

I've seen various pieces on utilizing blogs as business promotion tools. Not a radical concept. On a basic level, every blog--from Coudal's to the average 14-year-old girl's--is a marketing vehicle. Even if it's a personal journal, the fact that it's being published on the Web and accessible to all (or even some) means the author is putting it out there for exposure. That's marketing. The purposes of that marketing can vary, from the satisfaction of seeing the words on screen to trying to make a connection with others to selling something. It's all relative.

Whenever I read about blogs in relation to marketing, or any pure business purpose, I think of the Raging Cow blog viral marketing experiment.