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Blog Advertising Still Baking; Goes Back in Oven for 12 Months

According to avant|marketer's prediction, "blogs will not become a mainstream ad vehicle in 2005."

Weblogs will continue to be an interesting opportunity for many niche advertisers with difficult to reach audiences, but will not be seen as a mainstream vehicle for some time.  Now is the time to reconnoiter the blogosphere for undiscovered opportunities. 

We do touch on advertising via weblogs in the seminar. Frankly, there are companies that are having a very succesful turn at advertising with weblogs (and also with selling ads on weblogs).  We hightlight those, and discuss strategy during the AMA blog seminar.

Keep this one in the oven for a bit longer; the story is likely to flip in under 18 months.

Posted by Dana VanDen Heuvel in Advertising With Weblogs | Permalink


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Tracked on May 3, 2006 11:46:24 PM


I think the point they make is a good argument if we continue to sell blog ad space like we do just any website ad space. Buying ads on blogs is like finding a date. You have to match the personality of the blogger to the personality of the advertiser. When these two things line up, you have love. Blog readers expect something different when they go to a blog (compared to a website). Markets need to recognize these subtle difference and adopt. One of the reasons AMA has created the 3-city tour on blogging is to educate marketers on this fact.

Posted by: Bill Flitter | Jan 8, 2005 12:43:24 PM

We launched the Management Speak blog (http://blog.bettermanagement.com) in September of 2005 as an experiment. We were competing with our own email campaigns to find a lower cost per conversion for our primary web site. That site (www.bettermanagement.com) requires registration to access a wealth of business management content published from a variety of global sources.
In the first six months, our goal was to learn. Going into our second six month period, we have reverted to a more focused voice. We are using the blog now as a guidepost to direct blog visitors to our primary site content.
While we were able to demonstrate a good cost to convert visitors to the primary site to registered users, the volume is a problem.
We're working on that now, trying to gain more inbound links to the site.

Posted by: Chas Martin | Mar 2, 2006 1:44:16 PM

It has been roughly 18 months since this article was originally posted. We have seen the explosion of the blogsphere as well as the opportunistic advertising that has come with it. I believe the new hype will be around RSS advertising; riding the coat tails of the blog explosion. Now let RSS advertising bake for 18 months.


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