“Laser Beam Marketing Model”: Corporate Blogs

There was a time when Blogs where for kids, guess what, that time is over. Blogs have become serious tools. They are rapidly becoming a very important part of marketing for large enterprises and multinational companies. The entire approach of marketing is switching from one way bombardment to two-way interaction and conversation. Even CEOs have blogs, they ask to know what employees think, what clients think. Together with the new era of personalized everything, blogs are a reflection of this approach to the new client, the client 2.0.

“We are transitioning from a CPM world to a conversational one. The shotgun approach to marketing is being replaced by a model more akin to a laser beam.”

• ” Search has been a major catalyst for the changes we’re seeing in media. Many companies are creating blogs in order to improve their positions in search engine rankings. Podcasts and video creations are also discovered predominately via search.”
• “Guess what. You used to just sell widgets, you’re now a media company too. Companies not only now have the ability to propagate audio, video, and text worldwide — they also have the obligation to do so (if they want to stay competitive.)”
• “Corporations are finally embracing blogging. What we’ve been calling the “fear of blogging” is rapidly vanishing.”
• “If you are going to start blogging as a company, the first step is find the bloggers. Forget (for now) what software you’re going to use, or how you’ll host your blog(s). First you need to find passionate, talented people that want to post regularly.”

This is from a post by Steve Broback at Blog Business Summit 2006, very interesting read, I recommend visiting.