May
30
2006
49% won’t use blogs in the next year, according to Forrester Research
Posted in the Category of ROI
In a survey of 259 interactive marketers, Forrester Research found that 49% say they have no plans to use blogs in the next year.
Why?
Because email and search engine marketing are working fine. And because they don't have the resources to dive into emerging media -- which includes RSS, wikis and podcasting, including blogs.
Interesting, huh?!
As with all surveys, take the results with a grain of salt. But I think there's an underlying truth here... those of us immersed in the new media/social media space tend to be myopic about what mainstream marketers are thinking and/or doing.
Still, I maintain that blogs are really just next-generation Web sites. Every company will have a blog-like (interactive, two-way) component on their home page a couple of years from now. And the word blog may not be used.
[via Church of the Customer]
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Comments
Rex Hammock said on May 31, 2006 at 11:43 AM
I agree with you on taking this survey w/ a grain of salt. The conventions of blogging (reverse chornology posts, permalinks, RSS feeds) are already creeping into things not being called “blogs” on corporate websites. I do believe the word “blog” will survive (as e-mail or fax as terms remain). However, I think the term “blogger” will fade away (we’re not calling them ‘emailers’ anymore, are we?)
Dave Forde said on May 31, 2006 at 12:22 PM
Debbie - you are absolutely correct, the lines between what is a ‘blog’ and what is a web site have become blurred. One of Canada’s major national newspapers recently re-launched their site (http://www.theglobeandmail.com/) - Is this a blog or is this a web page?! While consumers may not know the term blog, as the hockey stick effect of business takes place they’ll be consuming a blog and not even realizing.
Mark White @ BBB said on June 1, 2006 at 07:20 AM
I also believe that even now the best type of “blogs” are ones where people are unaware that they are visiting one - they’re just getting on, finding the information that they’re looking for and engaging in conversations where appropriate, blissfully unaware of the technology behind it. And that’s how it should be, surely?
I still find it more than a little surprising when companies go to the effort of installing a blog system, planning what to do with it & what its content focus will be, and identifying the blog’s target audience, only then to decide to call that section of their site ... ‘blog’. Wouldn’t a more descriptive title be appropriate here? Blog still means different things to different people and to many (especially here in the UK) it means nothing at all, so call it something which describes its content & focus rather than use a lazy ‘catch-all’.
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