Peer-to-peer marketing
November 25th, 2005 -
Michael Nutley makes some interesting points about the viral power of blogs in this week’s NMA.
‘In the early days of blogging, it was all about an individual voice – using the Web to publish your journal. As the number of blogs has risen, their function has changed, becoming less about micro-publishing and more about being part of a network. As well as generating unique content, bloggers are increasingly directing their readers to stuff they find interesting elsewhere on the Web or in other media. Add to this the effect that name bloggers have in attracting information from other people, not necessarily bloggers themselves, and what emerges is an incredibly powerful filtering and reference tool.’
Taking music as an example, Nutley goes on to cite the power of the blog in introducing new audiences to unknown bands (taking Arctic Monkeys as a case in point), comparing this revolution with its peer-to-peer downloads predecessor.
Echoing the past, it appears that the traditional marketers in the music industry are not willing to engage with this powerful new influence. However, there can be little doubt that in a broadband world, bloggers will be wielding increasing influence which PR and marketing should not ignore.
The rise of employee bloggers
November 17th, 2005 -
Intelliseek and Edelman have joined forces to publish The Rise of Employee Bloggers, a paper advising marketers and business professionals about the blogging phenomenon. The paper lists the benefits of streamlining email communications through a group blog, recording and sharing experiences, and customer feedback among the advantages of employee blogging. The paper also stresses the …
Case study – French riots
November 9th, 2005 -
As the riots continue across France, the UMP party of prime minister interior minister Nicholas Sarkozy has created a stir by purchasing keywords like “riots” and “violence” on Google AdWords, and placing a political advertisement there. The ad is at the top of the paid search and leads to an online petition in support of …
Case study Wal-Mart
November 3rd, 2005 -
An article in the New York Times (requires free registration or use Bugmenot for a one-time password) profiles how Wal-Mart have taken on their detractors with a pro-active PR campaign, run by a number of ex political campaigners. The PR campaign emphasises the Wal-Mart positives (good value, local employment) and looks to off-set a campaign …
New routes for PR
November 2nd, 2005 -
An interesting panel met last Thursday at the Council of Public Relations Concerns Critical Issues Forum to discuss issues around harnessing the power of developments such as blogs, wikis and podcasts as part of a media relations strategy. The panel was moderated by Jonah Bloom, executive editor, Advertising Age, with panelists Stephen Baker, senior writer …
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