How Marketers can use blogs effectively?

Context:

- When selecting blogs, go for simple layout designs and easy navigation instead of common misconception of strong visual appeal.

Limitations:

Marketers will have to be satisfy with a passive role, as they have no control over the blog design and layout. 

Sometimes the other factors outweigh the factor of layout and design.

Content:

- Encourage the blogger to use more photos, complemented with descriptive text 

- Share personal experiences after product usage

- Not only show pictures of the product but demonstrate its benefits 

Evaluation:

First step to make the youth read the blog post is to capture their attention.

More personal reference will improve credibility.

Limitations:

Marketers have no complete control over the blogger's presentation style.

- Repeated product mention instead of product review.

Evaluation:

Constant repetition of a product/service could increase and improve youths’ impression of the product, aiding in the recalling process when making a purchase decision. 

Retain the core values of transparency and accuracy in blogs.

Limitations:

No immediate and guaranteed results.

Community:

- Viral marketing through opinion leaders  

- Engage ‘everyday’ people who have extensive social networks or strong persuasive powers 

- Hire through recommendations and observation of blog counters to gauge readership 

- Network sites, such as Facebook, allow marketers to assess potential social bloggers 

Evaluation:

Friends have the most influence over readers. 

They are also people who could be in the same life stage or circumstances as their readers, hence improving the relevance of the blog post.

Limitations:

Excessive involvement of the marketer, could lose the credibility of the bloggers. As readers regard transparency & accuracy very highly.

- Read the comments posted by the readers

- Apply guerrilla marketing by hiring people to make comments to stir the discussion  

- Re-designing the poll systems by allowing readers to add additional comments 

Evaluation:

A successful marketing campaign does not stop at promoting its product on blogs  

Discussions of readers can provide valuable insights to refine the marketing strategy or improving the product design.

Promote blogs an interactive medium for youths

Limitations:

Requires high involvement from the marketing company.

Guerrilla marketing might backfire and cause larger negative impact to the brand.

Commercial:

- Understand which stage of the purchasing decision model they are targeting 

- Encourage bloggers to make comparisons against competitive products and highlight its points-of-difference  

Evaluation:

Higher impact, since most youths consult a blog after narrowing down to choice set.

Limitations:

Marketers have no complete control over the blogger's presentation style.

Excessive involvement of the marketer, could lose the credibility of the bloggers.

Purchasing decision influence may vary from products to products.

- Create a competition where bloggers will blog about a specific product/service 

- Encourages the masses to blog about the offering 

Evaluation:

Very high reach and frequency.

Variety of writing style, content, and reviews.

Might generate interest among readers.

Limitations:

Readers might view that the comments lack accuracy, as they might be skewed to suit the competition.

- Introduce blog marketing at beginning of the product life cycle

- Target the ‘innovators’ and ‘early adopters. 

Evaluation:

Low-cost in nature, hence are low risk marketing investment  

Ideal for industries with short product lifespan 

Matches the most preferred industries by youth (Fashion & Tech Gadgets)

Limitations:

Revenue generated for marketing using blog is difficult to quantify.