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The Crazy Idea of Using Blogs for Business

Times change. Today, blogs are more or less everywhere. From geeks to politicans to marketers and to CEOs, not to mention constant mainstream press coverage.

But the truth is, although business blogging is getting much coverage, we are still far from seeing it reach mainstream marketing, regardless of what we wish to believe. Mass advertising is still the name of the game.

As a direct marketer, I'm naturally not too happy about that, but that's the way the wheel turns, and direct marketing is slowly but surely getting its right place in the marketing mix.

Returning to blogging, a comment I received from a friend in Slovenia a couple of months ago (but never got 'round to publishing it due to time constrains) demonstrates quite nicely the sentiment about blogging in advertising circles.

Zoran Savin, the IAB representative in Slovenia and the Creative Director of a Web agency in Slovenia, is an ad man bringing cool internet marketing ideas to traditional advertisers, and doing a good job of it.

Here's his input on blogging:

"Crazy idea, using blogs for marketing. In fact, how many of you were surprised when businesses went towards corporate blogs? Well, the simple logic of these investments is now getting clearer day by day.
Of course blogs are very much like the traditional "mouth to mouth marketing", but faster and easier to reach, available 24 hours per day, giving thought-leaders even more power to influence people around the world.
But there's more to it than this. As comScore Networks just reported this week, bloggers have a wonderful audience. There are about 50 million of them in America representing about 30 percent of the total U.S. Internet population. And they are, in comparison to the average Internet user, significantly more likely to live in wealthier households, be younger and connect to the Web on high-speed connections. Pretty impressive. Blog readers also visit nearly twice as many websites as the Internet average, and they are much more likely to shop online. So, do not wonder why any more, use them to your advantage."

True to the above comment, Zoran's agency recently helped the largest Slovenian newspaper publisher launch their own blog service, going the way of Blogger and other services, but in this case with mainstream media support.


I agree with your comments on blogs. I am taking an internet marketing class in college right now, and the first thing our teacher had us do was start a blog. They can be very useful and beneficial. The ideas and audience are growing, which signals for a lot of potential.

The blog I started for the class gives advice, and news about internet marketing, as I learn it from the news articles I read, in class, and from experience. Feel free to visit my blog. The URL is:

Keep up the good blog and good information!


Posted by: Jason at November 9, 2005 2:24 AM

I like your blog. I have a blog too. Here is a link to it if you want to check it out.

  • popularphrases
  • Posted by: Jason at December 10, 2005 11:39 PM

    They may have helped them but sure made a piss poor job at it. Seems to me like they have no idea what they were doing or what they wanted in the first place.
    Vecer is about to launch their own blog service (so they said). I wonder if they make the same mistakes twice...

    Posted by: Jernej at December 23, 2005 9:28 AM

    I think it is obvious why corporations resist blogging.

    "Buy my product" is all they have to say.

    "Love your product" is all they want to hear.

    It will be a cold day in hell before business wants to hear from chumps, er, customers.

    I see no security code, so I typed in "there is no security code".

    Then I got an Error Message Page, and I now see a security code.

    Ya gotta bug, methinks. I use Firefox, with JavaScript filters, but I enabled JavaScript, so I don't get it?

    Posted by: steven streight = vaspers the grate at January 31, 2006 3:07 PM

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