A Marketer's Guide to Blogging
CMO Magazine notes:
Blogs can be a CMO's best friend - or worst nightmare. The key to success is joining the conversation, not controlling it.
Blogs are marketing's doomsday machine. The ability to instantly expose every one of your company's products, marketing programs and customer interactions--especially the bad ones--to public examination portends the end of marketing as we know it. In the new online world of consumer-generated media, there's nowhere left to hide mistakes, gloss over unfulfilled promises or shrug off customer-service problems. You no longer control your company's message.
Wait a minute: The blog is marketing's salvation. What could be better than free, real-time customer feedback? No more giving gobs of money to consultants to find out why your product isn't selling. No more guessing how your message is playing in Peoria. Blogs give you the pure, unfiltered voice of the customer, delivered to your virtual doorstep.
Welcome to the crazy, mixed-up world of blogs.
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