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November 21, 2004
Blogs: for sale for business?
A BusinessPundit entry reports on speculation from Wired.com something I've seen suggested around that web recently: namely, that large coporations are going to seek to buy up blogs (more specifically, blog authors), so that key internet audiences can be accessed for product and service promotions.
I can't help but think that coporate entities are incapable of understanding the complexities of the internet. One key factor that I've learned myself this year, is to never think of the web as a mere collection of websites, but instead as an actual community of people.
Whilst this may sound like a mandate to oppportunity for coporate marketing purposes, what it also means is that just as one person's recommendation may be taken upon by a wide consumer base, it's also worth noting that the consumer base will move most where such recommendations are most trusted.
In fact, we're talking about corporate attempts at Viral Marketing here, but it's hard to see how the blog community will allow itself to be manipulated to service a narrow consumer marketing agenda.
Bloggers especially like to refer to sources of information that are generally useful. Many bloggers build their reputation on delivering key information on niche areas, whether it's internet marketing, SEO, media developments, software development, etc. If any coporate marketing department fails to understand those very basic concepts, then they are doomed to fail at the start.
The years of Dotcom boom and bust and the various failed coporate ventures then, should provide a very valuable lesson to internet marketers everywhere - you deal with the internet firstly on its own terms, not your own.
Started as forum topic here: Blogs for business
Posted by at November 21, 2004 02:10 PM
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