The future of blogging, in terms PR and ease of marketing, is the topic of this blog post. Consider these two methods of information communication for the average consumer and marketer.
For starters, I would like to look at two very different manners which the individual and the advertiser can create an aggregate.
To the USA government’s website on RSS, thank you kindly:
“It’s an easy way for you to keep up with news and information that’s important to you, and helps you avoid the conventional methods of browsing or searching for information on websites. Now the content you want can be delivered directly to you without cluttering your inbox with e-mail messages.”
For comparison, from the Pioneer Press’s website section devoted to offering print advertising:
||26 DAY TOTAL COVERAGE
||Run for 26 days in the Bemidji Pioneer, 4 weeks of the Advertiser PLUS 4 weeks of the Blackduck American and 30 days online, giving you over 349,000 households.
The cost for this at the platinum coverage level, with very minimal wording, “This is just a price check,” to be exact, would have gotten me a image box to boot, all for the price of $151.52. Looking over the numbers of households hit and the time frame, it almost sounds like a great deal-then I remember how I read the paper. Mostly I don’t, maybe an article here and there, I of course have to hit the comics, crossword and the sudoko, and that is dependent on me actually coming into contact with the paper, because here is the kicker, I haven’t gotten a paper delivered to my door…ever. The info is free on the internet. And if I work my cards right, I should be able to make it through the month without eclipsing the number of free articles I can read on the Nytimes.
Point being, there is an aggregate created by this local paper that is regionally specific. In past times they helped to create the web of information which informed the majority of local readers. For the advertiser, the incentives are obvious. In comparison, social media such as RSS feeds or political blogs, work within online networking to create specific aggregation. The common user can now create the web of info. Where does this leave the advertiser?
OK, back to blogging and some excerpts from the book:
Cook, chapter five, on blogging in web 2.0:
“allows people to effectively “edit” the information they choose to access and, significantly, to re-package and re-formulate that information for sharing with others” (46).
“These discussion are more like genuine human interaction that the one-way downloads of traditional news media and PR” (49).
Bahnisch takes these points and adds that the,
“originally amateur phenomenon of blogging will come to mimic the behavior of those who “live off politics” rather than for it” (145).
Which brings me back to Jacobs (chapter 21) as to the issue of A-list bloggers creating a “cult” of participants which simply reinforce their own ideals (245). Much the same as RSS feeds work reinforce the reader’s opinions, blogging networks can work much the same. In terms of marketing, this will allows marketing to hone in on specific audiences.
Which brings me to what the future is for marketing through blogging. This week’s blog posts answer my opinion on this, and the more that I thought about it, also serve as an excellent weekly review.Connections and thoughts in the latest round of chapters, along with Photoblogs => right back to Jacobs, works with Jacobs and Rushkoff’s notes on the fall of journalism and their opinion as to what may be the writing on the wall for blogging. What I noticed was a lack of control on the part of the blog or internet user. Based on my Amazon searches, I could count on seeing the boots I had just bought pasted on quite a few web adds. At the very least these adds have upped their game to showing me three sets of boots..so yay. Whereas the Boston Globes photoblog required my input on questions of advertising, or some free tweets, to continue using their content. It is quite simple. as blog readers, and internet users, much of the content we view is free. While our views are wanted, we as consumers are powerless, and rightly so in my opinion. With a greater influx of ad money though, I do worry that the number of annoying marketing ploys, mucking up the experience, will only increase.
In contrast, websites such as Blogsvertise.com, work to bring together bloggers and advertisers, with the promise that bloggers will choose what is advertised on their blogs. What is still seen here though, is that with the influx of ad money, blogs with higher traffic will receive better rates. So, my own hope for the future of blogging is that the power of choice remains with the blogger. If, as Jacobs’ notes, that the money in blogs will lead to a wish for greater audiences, my additional hope is that these bloggers will want to keep the experience of using their blogs as annoyance free as possible.