Marketers get the blog bug
Just over one in three US companies currently have a public-facing blog used for marketing, but that proportion that will rise to 43% by 2012, according to eMarketer estimates.
And there’s good reason for that growth. “Studies have shown that marketers perceive blogs to have the highest value of any social media in driving site traffic, brand awareness, lead generation and sales – as well as improving customer service,” says eMarketer senior analyst Paul Verna.
The research outfit says there’s evidence that smaller companies are embracing blogging at greater rates. And this might be because larger, public companies – particularly in industries such as pharma and financial services – have more legal, logistical and regulatory constraints.
