TITLE

Blogging: A new play in your marketing game plan

AUTHOR(S)
Singh, Tanuja; Veron-Jackson, Liza; Cullinane, Joe
PUB. DATE
July 2008
SOURCE
Business Horizons;Jul2008, Vol. 51 Issue 4, p281
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Abstract: The emergence, proliferation, and ubiquity of the Internet have not only transformed businesses, but also altered the relationship between businesses and the customer. Recent advances in technology have helped to migrate this relationship to an interactive level where technology contributes to brand building by creating and sustaining a long-term relationship with the customer. Media fragmentation and customer indifference to traditional marketing tools are forcing marketers to seek new opportunities so the marketing message not only captures customers� attention, but also tries to engage them with the company. This paper discusses blogs within the context of creating this new, more enduring relationship with the customer. Blogs are discussed within the framework of Web 2.0, the next generation of the Internet, which is comprised of user-generated content and social computing. The use of blogs by several companies as tools to better engage the customer in the creation, delivery, and dissemination of marketing messages is also demonstrated.
ACCESSION #
32644818

 

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