explian the role of Blogs
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The initial role of blogs was to share or discuss the internet content in a form of comment or diary with the help of text, infographic, picture, video or link (Berthon et al., 2012). Nevertheless, the advent of Web 2.0 and its digital innovations enabled to spread blogs all over the internet. This means that private individuals were not the only one who realized that blogs might be a powerful tool for sharing an opinion. Suddenly, it seems that the company, which is not present on the internet, or the one which does not use social media for communication with its customers, is in this interconnected global marketplace almost ‘dead’. Traditional marketing tools are almost obsolete and savvy marketers adapt to the current digital era by focusing more on the online media together with the implementation of SEM and SEO. As Armelini and Villanueva state (2009), 79% of top 100 companies listed in Fortune 500 use social media, including blogs, in order to stay closer to their customers. It is obvious that marketing experiences the revolution (Armelini and Villanueva, 2009). Therefore, it is more common for the companies to incorporate blogs together with other social media. Today, corporate blogs may alternate traditional advertising and branding as marketers may increase product knowledge, build or reinforce the brand and companies may show expertise through their blog posts (Weinberg and Pehlivan, 2011). In this case, companies have the power over their posts and they can shift information in the direction they want to. They can also attract huge global online community.
However, the role of blogs might vary and this happens especially in regards to private bloggers. It was analyzed that word-of-mouth has spread online and bloggers might be its advocates (King et al., 2014; Vrana and Zafiropoulos, 2010). Bloggers describe and share information about their personal experiences. Some of them may have about million visitors and they maintain strong bonds between each other. Therefore, online word-of-mouth might be very powerful as internet enables to spread information immediately around the world. Private bloggers are the same consumers as the entire society and obviously, they inform their readers whether they are satisfied or not with the product or service they consume. Who has then more power over the brand? Is it still its owner if the communication that happens in the blogosphere cannot be influenced anymore? Even though information on blogs might be superficial, unverified or subjective, some of the blog posts may damage a product or influence brand’s reputation (Weinberg and Pehlivan, 2011; Kietzmann et al., 2011). Additionally, 21 per cent of people regard blogs as the most trusted source of information (Swartz, 2013). Companies must therefore act immediately. In some countries there were established hubs for bloggers (for example Elite Bloggers in the Czech Republic) where bloggers can work, and which help companies and bloggers to cooperate together. Specifically, these hubs help companies to find suitable bloggers and to create customized marketing campaign. All these developments further promoted blogging to a new profession in today’s advertising and branding. It might also lead to win-win situation. Companies can to some extent intervene into the communication around its product and in the same time, bloggers may receive additional benefits from the company for which they are working. On the other hand, it sometimes becomes hard for the readers to recognize such sponsored posts, but this is rather connected to another blogging aspect – the ethics.
Hoping it helps you
keep smiling :D
Here is your answer :)
The initial role of blogs was to share or discuss the internet content in a form of comment or diary with the help of text, infographic, picture, video or link (Berthon et al., 2012). Nevertheless, the advent of Web 2.0 and its digital innovations enabled to spread blogs all over the internet. This means that private individuals were not the only one who realized that blogs might be a powerful tool for sharing an opinion. Suddenly, it seems that the company, which is not present on the internet, or the one which does not use social media for communication with its customers, is in this interconnected global marketplace almost ‘dead’. Traditional marketing tools are almost obsolete and savvy marketers adapt to the current digital era by focusing more on the online media together with the implementation of SEM and SEO. As Armelini and Villanueva state (2009), 79% of top 100 companies listed in Fortune 500 use social media, including blogs, in order to stay closer to their customers. It is obvious that marketing experiences the revolution (Armelini and Villanueva, 2009). Therefore, it is more common for the companies to incorporate blogs together with other social media. Today, corporate blogs may alternate traditional advertising and branding as marketers may increase product knowledge, build or reinforce the brand and companies may show expertise through their blog posts (Weinberg and Pehlivan, 2011). In this case, companies have the power over their posts and they can shift information in the direction they want to. They can also attract huge global online community.
However, the role of blogs might vary and this happens especially in regards to private bloggers. It was analyzed that word-of-mouth has spread online and bloggers might be its advocates (King et al., 2014; Vrana and Zafiropoulos, 2010). Bloggers describe and share information about their personal experiences. Some of them may have about million visitors and they maintain strong bonds between each other. Therefore, online word-of-mouth might be very powerful as internet enables to spread information immediately around the world. Private bloggers are the same consumers as the entire society and obviously, they inform their readers whether they are satisfied or not with the product or service they consume. Who has then more power over the brand? Is it still its owner if the communication that happens in the blogosphere cannot be influenced anymore? Even though information on blogs might be superficial, unverified or subjective, some of the blog posts may damage a product or influence brand’s reputation (Weinberg and Pehlivan, 2011; Kietzmann et al., 2011). Additionally, 21 per cent of people regard blogs as the most trusted source of information (Swartz, 2013). Companies must therefore act immediately. In some countries there were established hubs for bloggers (for example Elite Bloggers in the Czech Republic) where bloggers can work, and which help companies and bloggers to cooperate together. Specifically, these hubs help companies to find suitable bloggers and to create customized marketing campaign. All these developments further promoted blogging to a new profession in today’s advertising and branding. It might also lead to win-win situation. Companies can to some extent intervene into the communication around its product and in the same time, bloggers may receive additional benefits from the company for which they are working. On the other hand, it sometimes becomes hard for the readers to recognize such sponsored posts, but this is rather connected to another blogging aspect – the ethics.
Hoping it helps you
keep smiling :D
RishikaMadhukar:
thnk u so much doste
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