Marketers Can No Longer Ignore Weblogs

Intelliseek CMO Pete Blackshaw says marketers can no longer ignore weblogs as powerful influencers and commenters on their brands. Every claim made by a marketer will be shredded to pieces by what is now becoming "citizens media." If a marketer makes a claim, they had better well be able to back it up one hundred percent. Blackshaw puts this succinctly asking, "Can a wireless provider spending millions to tout customer service escape scrutiny when bloggers can readily provide links to thousands of disgruntled consumers providing evidence to the contrary? Can a pharma company afford to gloss over the fine print in advertisement when bloggers elect to super-size the untold message? Can an auto manufacturer pushing a "safety" message on TV risk having consumers type their brand into Google and have it punch back a loaded shelf space of contradictory messages by consumers?" No, no and no are the answers to those questions. Marketing has forever become a conversation - a dialog between marketer and consumer. With weblogs, it's been proven consumers are ready to have that dialog. It's not so clear whether marketers are ready to join that conversation.

by Steve Hall    Sep-23-04   Click to Comment   

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