Let the Blog Bashing Begin
Pete Blackshaw predicted this would happen and he was right. A blog bashing movement is underway. In a new report, eMarketer is questioning whether businesses will ever blog. They're following the effervescent Nick Denton. He got the ball rolling with his "Up with People-like" quotes in Sunday's New York Times.
In all fairness, eMarketer does feel blogs are important. In fact, like I have been saying,
they believe that many consumers are visiting blogs without even
realizing it because they look so professional. That said, they try to
throw some serious water on the blog hype. Here's a sampling of quotes
...
- "Blog creation has, if anything, outstripped the growth of readership"
- "New figures released by Pew earlier this month, however, showed readership growth had stalled."
- "For all the interest and activity in the blogosphere,
however, American businesses appear to be taking a cautious approach. A
spot check of the companies in the Standard & Poor’s 500 found just
four percent of companies had any form of publicly available blog --
and not all of these were current and active." - "Decentralized by design, blogs are unlikely to become a
mainstream business communications tool without change at the root
level of corporate culture." - "Doubtless more companies will give blogging a shot. But for
the time being it is difficult to see corporate blogging becoming
widespread, however tempting the new format may be as a marketing and
communications tool."
Geez, what a downer. All we're missing is a sappy Tiny Tim song. OK,
so
all eMarketer really did here is regurgitate a lot of existing numbers
that are already out there and confirm that there is a lot of fear in
Corporate America. Wow, what insight! Don't bother spending $695
for the report. Lots of people can tell you this for free.
What eMarketer totally neglected to talk about, however, is what the opportunity is for the companies that do decide to be brave and take the plunge. For example...
- Significant competitive advantage -you could become the loudest voice in a channel where your competitors are absent
- Press
and consumers read blogs - either willingly (RSS/bookmarks) or
unwillingly (Google); like it or not they influence purchases - Blogging aint going away. The conversation is going to go on without you. Be there or be square
- Blogs are a cost-effective marketing tool that helps smaller and mid-sized companies generate more attention. Just look at Stonyfield Farms.
Take this report with a grain of salt. With every major revolution, there are believers
and there are doubters. Read everything you can get your hands on and
form your own conclusion based on what your company is comfortable
with. Just be sure to consider the pros and the cons.
Reader Comments (8)
"Oh, and did I mention that ubiquitous PR-industry blogger Steve Rubel will almost certainly leave his current PR firm to start a new communications agency entitled Macro Persuasion?"
"Decentralized by design, blogs are unlikely to become a mainstream business communications tool without change at the root level of corporate culture."
Which is what a lot of folks - Doc and Hugh for example - have been saying all along.
What's interesting about the dot.com crash is that despite the evaporation of marketing dollars and dot.com start-ups, the steady march of consumer attention online never budged one bit. And that's what we really need to pay attention to in the blogophere. The numbers continue to grow (BlogPulse still counts nearly 40,000 new blogs a day), and the blog publishing format (more flexible, nimble, RSS-based, inexpensive) is proving irresistable. Moreover, blogs have reach well beyond what the published reports suggest (remember: these reports, even PEW, ask "traditional" research questions like "How often do you read blogs?") because the vast majority of consumers consume blog content (often without knowing it) via search engines. As long as consumer continue to search, blogs will have an real, unmistakable impact.
My biggest issue with blogs, as I noted in my recent ClickZ column, is that too many marketers think they represent a "fix all" panacea for today's marketing challenges, or that they present an opportunity for marketers to take back control. Such high expectations are a recipe for disappointment. Will they nudge or catalyze companies into a new and fresh mindset around the power of customer feedback or consumer conversations? Absolutely. But they are just one (overdue) piece of a complicated puzzle.
Lest there be any doubts, I intend to keep promoting blogs. I absolutely love the platform, and only a couple days ago built yet another one for the community in which I live (http://www.savethepool.com). I'll also continue reading great blogs (like this one) to stay ahead. The key is that we nurture this medium in the right way.
- Pete Blackshaw
Denton hit the nail right on the head, get over it.