Blogs Are Changing the Marketing Conversation

Marketers have long acknowledged that word of mouth is an important ingredient in marketing activities, but since the advent of early radio, television, and print advertising, the communication was always moving in one direction, and it never seemed to take the perspective of the end constituent in mind. Blogging (and the underlying technologies that enable it: cheap silicon, storage, processing power, and Internet access) have taken Gutenberg’s one-way conversation of many-to-one and flipped it on its head. The blogger has an equal voice and has as much opportunity to be heard as the huge corporation or government institution.

What does that mean to the marketing equation? What does that ...

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