Tuesday, August 7, 2007

Jessica Bell
Internet Marketing
Kevin Trainor
August 7, 2007

Senate Asks FTC to Oversee Internet Safety

Internet has become a major part of Americans everyday life. We can shop, bank, book travel, watch movies, listen to music and so much more. However, along with all the perks of being an internet user there comes risks. Personal identity and financial risks are at the top of the list. Above these risks with the internet is the even scarier risk being the safety of children. Children are using the internet at an extremely young age for both leisure and academics. With such young children having knowledge of how to access the web, they are still too young to grasp the complete concept of how the web can be dangerous to them or realizing what they may be getting themselves into. Due to this fact Senate has asked the FTC to invest more efforts in promoting internet safety. According to the article I found, “Senate Asks FTC to Oversee Internet Safety” it sounds as though the Senate wants to generally make the public more aware of the dangers that come with the internet, but more importantly put emphasis on making children more aware of how to be safe. They are instructing The Federal Trade Commission to provide tutorials for school aged children focusing on the effects of ‘cyberbullying’ and child pornography. They are doing this because children have high potential to delve into unknown areas of the internet and stumble across predators without even being aware they have put themselves in jeopardy. A child being susceptible to dangers like this is a problem that is always going to be there with internet usage. Senate wants to try to lessen the impact by increasing their knowledge. I felt this article was relevant to our class discussions because of the safety issues surrounding social networking. The article barely touches on the usage of Facebook and MySpace but I feel these are two sites that can potentially pose a major threat to youngsters. They are two of the most visited sites by young people. At this point both social networks have been opened to the general public and virtually anyone can open an account on these sites. It seems like this should be a major issue focused on when trying to keep children safe. It would be very easy for someone to create an account on these websites and portray themselves as someone other then who they are. Kids should be explained the dangers of posting too much personal information and pictures on these sites. These sites are a great way for adults and for younger individuals to stay in touch with friends in a way they would normally not be able to. However, when it comes to the safety of minors they can pose a large threat. I think it is great that Senate has put safety of minors on the internet as a priority but they should certainly focus some efforts directly on social networking.


e-marketing class summary 2

This article posted on Newstandard explains how marketers are using invasive means of getting consumers personal information and yet Congress has done nothing to protect the general population over the age of thirteen from the invasion of online privacy. Marketers such as AOL, Microsoft, Google as well as other advertising firms are a “broad-scale invasion of the privacy of Americans” claims Jeff Chester director of CDD. According to this article these companies use the one–to-one marketing tactic which requires knowing where the online consumer lives and what they are interested in. The companies gather this information by using “cookies” a small text file of information that certain web sites attach itself to a user’s hard drive while the consumer is online. Although most internet users are unaware of how their personal information is being used internet companies such as Google, Myspace, The Facebook, and AOL posts a privacy policy warning their consumers that their information may be tracked, collected and stored. If the consumers read the companies privacy and do not agree with the terms of use it could limit the services that are available to them. The article continues to state that there are privacy advocates fighting for “opt-in” standards meaning that there will be no data collected about the web users unless they agree in advance.
This article can help online companies and marketers to better understand how some online browsers feel about information being gathered about them for marketing purposes. Marketers can take this information and find ways to build trust from there consumers. They can do this by putting in opt-in standards like The Facebook and Myspace that make sure that the online user agrees to the terms of use and is aware that information may be gathered about them before they are able to use the website. Online companies can also state more specifically what kind of information is going to be gathered about them in the privacy contract.
More importantly this information is relevant to the consumers and online browsers because not everyone might know that information is being gathered about them and cookies are tracking where you browse on the internet. This article can also help consumers be more aware of what kind of information they are giving away when they go on the internet. Online browsers should make sure they read the terms of use and privacy policy’s thoroughly before logging onto the site or agreeing to the terms of use.


Ads to be added to up-and-coming widgets

Michael Ronshausen

Max Levchin, the co-founder of Paypal, is currently undertaking a voyage into the world of marketing via widgets. Widgets are the high-tech shorthand for the mini-applications planted on the personal pages of online social networks such as Facebook and Myspace. Levchin’s widget company, Slide Inc., is the number one widget-maker to date. Upon looking at a Myspace pager these widgets can be noticed by such names as “slideshows,” “funpix,” or “skinflix.” Success of the widgets are known to be the ease of use to make the application add excitement and uniqueness to one’s personal page. Now, Levchin believes marketing within these widgets could be a profitable venture. Here’s the catch, instead of making the advertisements a nuisance to users, they will only deploy the advertisements if they are user-initiated.
I feel that this this marketing strategy could become a useful tool for marketers as a shift from television, radio and newspapers are turned to the internet. I, for one, know that many people ages 18 - 25 view individual’s personal webpages that include these widgets almost daily. Not to mention that it was reported that at least 221 million people were exposed to widgets from the beginning of the year until May. I can remember many times I would view someone’s Myspace page and view their pictures through these very same applications discussed. When understanding the recent success of Myspace and Facebook, which has recently tripled they’re customers, this type of advertising could easily be a new way for marketers to target directly to the type of consumers companies are trying to reach
The main problem that marketers will face, is that Levchin will make these advertisements available only if they are user-initiated. Although many people view advertisements as annoying, its surprising how many people are already a walking advertisement for companies already. Slide Inc.’s senior advertising director, Sonya Chawla say’s "We are really good at getting people to take things and include them on their social networking pages, "We think we can persuade our users to become brand ambassadors." And isn’t that statement true? What better way to ad your own personal flavor to your webpage, by showing a clip of a movie currently out in theaters rather than simply just adding it as one of your favorite movies.
Although Slide Inc. is the number one widget-maker, they have yet to show a profit. After companies such as AT&T and Viacom’s Paramount Pictures have they’re way, making an impact in exposure of their products, Slide Inc. might just make their way to crossing that line.
Article can be found at www.msnbc.msn.com/id/20147281/wid/11915829/

"We Know What You Ought To Be Watching This Summer"

The Wall Street Journal article, “We Know What You Ought To Be Watching This Summer,” explains new software that lets e-marketers follow up with consumers based on the attributes of the products they purchase. The software was developed by ChoiceStream Inc., a Cambridge, MA firm.

Previously, marketers like Blockbuster Inc. relied on the obvious, recommending a second horror flick to a customer who previously rented a horror flick, the article notes. But with ChoiceStream the company digs deeper, looking at such features as the complexity of a movie’s plot and whether the movie relied more on plot or characters.

The software then combines what it finds with older data to come up with a recommendation for the customer. The article points out that retailers know improved recommendations keep customers online longer.

ChoiceStream’s CEO believes marketers will appreciate a relationship tool that’s modeled after mom-and-pop stores, where operators get to know customers on a personal basis. The CEO calls it “the most important way of building loyalty.”

The article goes on to explain how the ChoiceStream software found that a Blockbuster customer, who is an adjunct professor of marketing, liked “edgy, urban movies.” Combining this finding with knowledge about his previous purchases of a musical and a documentary, the software came up with a recommendation for a movie called “Rize.”

The article mentions two other companies offering second generation software that makes recommendations. It notes that eBay is working on a way to help buyers find the things they “had no idea” they were looking for, which analysts feel will help the online auction company increase revenue. EBay uses a product offered by a company called Stumble Upon, that looks at customer browsing history.

Overstock.com considers customers’ tastes, then sends them emails. A customer who prefers sleek styling in jewelry would not get an email about “ornate or chunky jewelry.” CEO Patrick Byrne also mentions, as noted above, the benefits in getting to know the customer on a personal basis. He compares it to a Nordstrom salesperson being able to recommend shoes to a customers she’d sold dresses.

The article points out older software grouped customers according to similar products purchased, with a system known as “collaborative filtering,” but that the system requires huge amounts of data and fails for new products.

It adds that basing recommendations purely on past purchases doesn’t work for products purchased as a gift, something Amazon.com discovered from customers who complained. But Netflix’s customers still appreciate being grouped with other customers according to the way they review movies. Pandora.com uses an approach similar to ChoiceStream’s. It looks for musical attributes among 400 it tracks, including the singer’s type of voice. Another music provider, eMusic.com uses ChoiceStream.

Attorney Linus Kafka is not a big fan of the new software. Because he values privacy he calls the software “creepy” and tries to sabotage it by ordering silly things, which to me seems like an expensive way to prove a point.

I enjoyed the article and hope you do, also. I can appreciate the possibilities of more sophisticated ways of getting to know consumers.

I thought mentioning Nordstrom in the article was interesting. Even though the company is legendary for providing personalized service, I came across an article in the early 1990s with the headline, “When Great Service Isn’t Enough.” The clothing retailer went into a slump after losing track of what its customers wanted. I believe it continued to stock formal wear after women started dressing more casual for work. Nordstrom has since recovered, and has a successful Internet presence.
link to article

Facebook VS ConnectU

This article is from BBC news published on July 07, 2007. The article discusses an ongoing battle for the right of Facebook networking connection. The creator of Facebook is facing fraud claims by three founders of ConnectU.

Mark Zuckerberg creator of Facebook has been accused of stealing ConnectU networking site idea while studying at Harvard. Founders of ConnectU (Cameron and Tyler Winklevoss, and Divya Narenda) claim in collage Zuckerberg promised to finish writing computer code for the networking site. Instead he brushed then off and created Facebook.

ConnectU is created to connect networks online. Users create their own profiles, post pictures, write blogs and messages. Facebook has 31 million users against ConnectU 70,000 users. Searching through ConnectU site, I found that it was not user friendly and I found only 14 students from Kent State, including me, belong to this network, and only two have pictures. Last year Facebook turn down a 1 billion dollar from Yahoo for the rights. Facebook has expanded the user base of not just collage students but now high school student and with a valid email address. ConnectU is still based for collage students. Looking through Facebook page, the site also offers press releases, job positions (all in California), history and privacy claims.

Facebook has asked the Boston court judge to throw out the case. Zuckerberg is accused by Federal case of fraud and misappropriate of trade secrets. ConnectU has been asked to be given ownership of Facebook. Facebook lawyers have been stating that ConnectU has no evidence to support the allegations, only Zuckerberg’s ideas were significant enough to build the company.

What I think of this suit is that two rival networking sites and friends are at end meets. With different interest and behavior, they separated their different ways, only because one is successful now are the three other friends believe in their right of the site.

Online Profile

Kristen Perdue
Internet Marketing
August 7, 2007

Article Link: http://news.zdnet.com/2100-9595_22-6200935.html

Job hunters hire experts to clean up online image

New companies are emerging that can help job hunters clean up their online profile. According to the article, “Various surveys have shown that employers are using online searches to check out potential candidates, especially as some of the early Internet surfers become bosses themselves.” Information can be found on Google searches, blog entries, or even Facebook.com. While the number of employers using search engines or social networking sites in the hiring process is low, these numbers are still significant enough to not be overlooked. If there are even a few employers out in the business world not hiring people based on internet findings, then it is important to cleanup your profile.
In the application process, sometimes the Internet can work to your advantage, and other times to your disadvantage. The goal is to have your online profile work in a positive way for you. The first step recommended in the cleanup process is to Google your name and see if it pulls up any undesirable blog entries. If so, then you need to cleanup your profile. In order to do this, new technology is emerging to help. Companies like ReputationDefender.com will search your name beyond Google and give reports on their findings. Then if necessary, the company will do a cleanup ensuring links will not appear during an online search. Another company, DefendMyName.com, services both individuals and employers. The founder Rob Russo stated, “Online searching has taken on an essential role in the corporate world when people are scouting new employees. It is becoming an actual part of the hiring process along with a criminal background check.” This is why it is essential that you have a professional online profile.
As far as relating this article to class, it does address the topic of new Internet technology. Even more importantly, it addresses an issue that is crucial to everyone sitting in our classroom. I was unaware that employers were able to check things like Facebook.com during the hiring process, and I am sure others are as well. Almost everyone in our class is getting ready to graduate and step out into the business world. We all need to know that whatever we post on the Internet can be found by anyone who looks hard enough. What might have been okay for friends to see in college may not be acceptable to future employers. We put so much time in preparing for our interviews, but may overlook an issue like our online profile. This article is a reminder that we must not ignore things we post on the internet.
I also think this article relates to marketing yourself. When you market yourself it is the same as advertising or selling yourself to your employer. Having appropriate pictures and information on sites like Facebook.com is an excellent way to market yourself. You can use the Internet to your advantage. For example, if an employer was to look at your profile and see pictures of you overseas they might come to the conclusion you are a well-rounded individual. It is always important to be one step ahead of your competition, and having a good online profile could be that something extra you need.

To Complain or Not to Complain

We have learned in emarketingclass that the internet has been a big facilitator in the change in power from sellers to buyers. We are no longer a supply and demand nation. Focus on entrepreneurship leads to much competition in the market place with everything from athletic apparel to roller bearings. As a result, marketing staff is required to find what people need. However, what people need sometimes goes beyond simply purchasing the product or service. Maintaining customer satisfaction with the brand or product is necessary to compete. The internet has made it increasingly easy for both consumers to get their voices heard and for companies to become aware of customer complaints. The World Wide Web has made for the death of distance, so when comments are posted, they can be immediately corrected.

Tamara E. Holmes writes about a woman whose flight was delayed four hours. Says Elaine Walker, “We passed the departure time and there were no announcements made,”. She was madder that the airline staff kept the passengers in the dark rather than simply acknowledging the delay. The story was not about bad airline service, though. Ms. Walker decided to write a formal complaint online to the airline. In turn, the airline responded by apologizing and giving her vouchers for her next flight.

Many unsatisfied customers simply leave angry and never directly express their concern to the company. Not only does the article emphasize the shift in power to the consumers, it informs readers how to voice their concerns properly by doing so online. Also mentioned from spokeswoman Sheila Adkins of the Better Business Bureau, “When a consumer files a complaint with the Better Business Bureau, we ask them first to submit it in writing on our Website”. After contacting the company in question, they have the option of working with the unsatisfied customer to right the wrong. The BBB does not have the authority to force the company to make amends. However, many companies are very interested in upholding their brand image and they do not want to be marred by a complaint as such.

There are also a variety of sites dedicated to voicing complaints about companies. This is very important for marketers to monitor. Not only must the company monitor its own website for complaints, they must also keep track of how the brand is portrayed elsewhere. From the class exercise, we learned that blogs, reviews, ad anti-product websites are many popular ways for consumers to voice opinions. E-marketers must also be aware of other means available such as complaint driven websites. How then might a company stay on top of brand image? The internet can be a very useful tool in managing customer relationships or it could be your brand’s demise. New sites pop up every day, and the effective marketer knows both how to find problems that may arise and how to fix them on the double.

Holmes leaves readers with a number of options to choose from. Knowing that companies want to amend any issues regarding satisfaction, the most obvious choice would be to write directly to the company. They get the message directly and most times immediately. Most companies would prefer this method because it ensures to an extent some privacy regarding the complaint. This method would apply to most people who simply just want to be heard. The perks of getting a “free lunch” are often an added bonus. However, some “terrorists” do not want to be reasoned with, and they may create a hate page dedicated to your product. Not every consumer can be reasoned with, however these sites must still be monitored so that expressed problems can be fixed. A firm might not be able to win everyone over, but it can definitely fix problems so they do not occur again.


Article Summary 2 Craig Miera

Craig MieraArticle Summary 2
I found this article on ecommercetimes.com which deals with state of the mobile internet experience. It talks about how advertising directly through cell phones will reach $10 billion in just a couple of years. The article equates this form of media as a marketers dream because it is always on and you can target your audience directly. The article also deals with “rub” the rub is the vast majority of websites that are not properly adapted to mobile environment. The result of the “rub” is a very poor user experience. According to the article there are five golden rules that must be followed in order to attract a mobile web audience. The first is that the web site must load quickly ideally under 8k. Secondly the site must be engaging, and dynamic. Third the site must be easy to find, there has been many problems with URL’s. Fourth the article suggests that keywords be purchased now to get ahead of the game. And last it is important to integrate the ad units into the site build from the get-go. This article in my opinion is very relevant to e-marketing because not only the fact that 2 billion people carry cell phones now but because technology will make this type of advertising the norm of the future. Consumers will be vastly affected by this rising technology, now they will be bombarded with even more advertisement attempting to push them in a certain direction. I feel marketers will eventually have to start asking themselves what they need to do to break through the clutter and differentiate themselves through their advertising to gain the attention of the consumer. Additionally I feel it is very important to make sure the consumer is having a pleasant experience with the application. If the consumer has a negative experience with the technology aspect that is attempting to deliver a message then this could most likely have a negative affect on their perception of your product or service. Although with the invention of the i-phone many of the technological problems are going to be a thing of the past. Marketers now can present their message through forums such as the i-phone in a more efficient way. Marketer must stay on the forefront of technology in order to be kept from being left behind.

Yahoo's ROBO Study

Yahoo recently conducted a study to analyze online advertising and consumer retail purchase behavior. Yahoo came up with the term ROBO which stands for Research Online Buy Offline. The study was used to look at the internet advertising and how it effected the online shopper as well as the in store shopper. One of the main things the study focused on was to view if shoppers really do research the item they want to purchase and purchase it online as well. Or, if the consumer researches the product online and takes that information and purchases the product in the store. The study showed that majority of people are using the online advertising and online retail purchasing as a way of researching the product they are looking to buy, then going to a store and purchasing there product. This study displays a large amount in the “in-store” growth due to online advertising and research. The study truly shows how significant the internet has become to all retailers and advertisers.
The findings of the study were that online search marketing through advertising has gave in-store sales a boost, actually three times more than regular in-store display marketing. Online advertising reels the consumer in, they research it, then want to go to a store to physically look into it, and possibly purchase it. From the study 88 percent of the purchases came from in-store retail purchases, the other 12 percent came from people purchasing through the online web advertisings.
I found this article very interesting because I would not have expected the outcome of the study to turn out the way it did. I automatically assumed that since there was online retailing they were making more money due to the convenience. Granite, the study only sampled a small amount of consumers. The consumers in the study however, preferred to research the product online first from the online advertisements, then go to the store physically view it and purchase it while in the retail store. As a consumer myself I do enjoy the convenience of purchasing online, however there are certain products that I am more comfortable purchasing in the store. It makes sense that people research the product online before purchasing it, as would I. If it is a big consumer purchase like a car, I would research it online and go to a dealership to purchase it.
Although internet consumer purchasing has been growing rapidly the Yahoo ROBO consumer behavior study proved that online advertising and research has been increasing the amount of “in-store” retail purchases.


Old Timers Wheelchair to Facebook

I know we have briefly talked about the opening of Facebook to all Internet users, but I came across this Article2 in BusinessWeek that puts those new users into perspective.

What I have taken from the article itself is of course the surge of old timers going to the site. I know we have talked in class about the number of people going to the site, but we really didn't talk about WHO is going to the site. Facebook has really seen a surge in the professional arena. It estimates that more than 41% of all Facebook visitors are now part of the 35 and up crowd. What that means for investors and marketers is a bigger bottom line.

There has been an influx of young to old business professionals using Facebook to network. Consulting firm Ernst and Young has lauded some 15,000 users, while Citigroup estimates some 8,500 users. It has become a trend in corporations and tech companies to create their own Facebook network. What this can mean for marketers is the fact that professionals are using the site. With professionals comes a big annual income or total household income. Just a law of economics is when you have more money, you tend to spend more money. This can lead to a bigger marketing advantage because the users actually have disposable income to spend. A number by ComScore puts 48% of all Facebook users total household incomes over $75,000, while MySpace's is at a mere 39%. So for marketers there is definitely more value to the site of Facebook.

How can this be a benefit for marketers or investors?

For marketers, the opening of Facebook to all groups really opens up different market segmentation's. So it will become easier for marketers to market a specific group. Also with the creation of software that is being provided by Microsoft will make it that much easier. Plus as mentioned above a bigger disposable income, to actually spend money.

For investors, with this new segment being pushed into Facebook it is really adding revenue to the bottom line. There is an estimate in the article that Facebook can now fetch over 4.9 Billion dollars, which is way more than previous bids. A suitor for Facebook, as suggested by analyst's is Yahoo. Some suggest Yahoo will be a big player for any bids that may come along, if Facebook markets themselves for sale. With Yahoo being one of the largest search engines, and a user base already in place, an acquisition can only put exponential numbers to their site.

So now that we have professionals going on spring break at Facebook, will this be Facebook's new niche? So will it go from college folk, to business folk, to a bigger dollar sign?

Wikia plotting search rival Google

In our e-marketing class, we discussed the reliability of information found on Wikipedia.com, an on-line encyclopedia edited by the user community. Since anyone and everyone are welcome to edit and add to the content posted on the sight it can be argued that much of the information cannot be taken literally. So why then is Wikipedia.com one of the web’s most popular sites, and what direction is founder Jimmy Wales headed in to maintain or even boost the reputation of the site?

A recent article written in the USA today is titled, Wikia plotting search rival Google. The article tells of how Jimmy Wales plans to build a community-developed search service called Wikia. Wikia has recently acquired Grub, a spider that will enable Wikia to search the web to index relevant sites. To learn more about this I attempted to look up information about Grub, or Grand Unified Bootloader, but the explanation used a lot of technical words and it seems as though the project is no longer operational. So we can assume that Wikia’s recent acquisition of Grub from LookSmartltd is still “under construction.”

After further investigation, I was able to find a brief explanation on the wikia.com website. It states, “Users of Grub can download peer-to-peer grubclient software. The client indexes the URL’s and sends them back to the main grub in ahighly compressed form The collective crawl could then, in theory, be utilized by an indexing system, such as the one proposed at Wikia Search.”

The plan for the Wikia search service is to use computer-driven algorithms and people to edit terms so that users can obtain links that are relevant to what they are looking for. For example, if my intentions are to look for information on Paris, France and I google the word “Paris,” Paris Hilton is one of the first four links out of 493 million that I hit. The idea behind Wikia’s search service is to untangle the multiple meanings of words so that only the links that are relevant to what the user is looking for will be hit. Thus, if this is possible, then we can expect that Wikia’s search service will not only rival such search engines as google, but also give Wikia a sustainable competitive advantage. However, if this is possible, then we can only assume that such large search engines are also headed in the same direction.

In another article from the USA today written in December 2006, Wales explains that “It is open-source software and open content. We will be providing the computer hosting for free and the publisher can keep the advertising revenue.” This also gives Wikia a competitive advantage considering that many websites require a cut of advertising revenue. Conversely, the only obligation to advertise on Wikia sites is to offer a Wikia.com link from their company website. Recall that Wales has acquired Grub from LookSmartltd. LookSmart has agreed to supply online advertising across Wikia’s websites. Wikia had formerly been using Google’s advertising service.

For marketers, it would make the most sense to advertise and promote products using Wikia’s website versus websites that require a cut from resulting revenue. It also makes the most sense to use Wikia because of its growing popularity alone. On-line advertising has come a long way from its first banner ads found on Hotwired.com. It is important for marketers to know where heavy internet traffic is taking place in order to reach the mass audience of users.

For consumers, Wikia provides the opportunity for us to post content that others can benefit from. The article explains that Wikia hosts group publishing sites on topics from Star Wars to iPods. Given the in-class activity that we conducted, we know that by using other people’s knowledge about particular concepts and product experiences, we are able to gather more information than what the manufacturers and retailers tell us. For example, Wikia users may be able to post content on the advantages and disadvantages of owning an iPod, or even the hottest spots to visit while in Vegas. Still though, how reputable will the information provided be?




Blogger 'Fake Steve Jobs' Unmasked as Forbes Editor

In my e-marketingclass we have discussed the growing population of blogs and how people can publicize personal thoughts on the Web. My article talks about one popular blogger who was just revealed to the public. It will be interesting to see what repercussions his blog will have in the near future now that he has been unveiled.

Fake Steve Jobs, an Internet blogger, was finally revealed by the New York Times on Sunday. The blogger is Dan Lyons, a senior editor at Forbes business magazine who started the blog last year. The name Fake Steve Jobs came from Real Steve Jobs to make fun of its reputation for being a demanding and arrogant manager. His blogs have a strong following of readers because of his candidness to poke fun at Apple Inc. chief executive and other CEO’s and even a few celebrities.

Fake Steve Jobs was exposed by a reporter at New York Times when he found resemblances between the blog and Dan Lyons’ published work. Lyons was “hoping to stay anonyms for a little while longer” and “hopes it doesn’t ruin the fun of the blog that people now know who is behind it.” There were many people who had tried to uncover the true Fake Steve Jobs. Even Bill Gates was a reader and speculated writer of the blog and stated at a conference “First, I want to clarify, I am not Real Steve Jobs.” The strong backing of the blog even sparked a book to be written by Fake Steve that will come out in November.

Blogs are widely read; therefore, consumers are likely to be influenced by the content they read and their buying decisions can be skewed. Consumers have to remember when reading blogs that they are a personal opinion and can be inaccurate. However, blogs are useful and should be taken into consideration when buying a product, but they are not the only thing you should look at when purchasing an item.

Marketers should also be aware of the significance of blogs and how they affect purchasing products. Like in anything, blogs can be both negative and positive; therefore, marketers should consider the consumers opinion and react appropriately. Companies should create their own blog for consumers to write on so they can gain awareness of how their product is being perceived by consumers. This will also help them respond to those with a negative perception and somewhat control what is being said about them over the Internet.
Another Article:http://blogs.forbes.com/digitalrules/