June 24, 2005
Blogs Hold Wealth of Brand Insights
Bloggers' spontaneous opinions and comments are a source of invaluable insight that marketers are more and more tapping into, using new technology to analyze blogs and other "consumer-generated media," including chat groups, message boards and electronic forums, writes the WSJ.com. For example, WPP Group PLC crafted a new promotion aimed at teenagers by scrutinizing blogs to hear what is being said online about new products, old ad campaigns and aging brands. Those who are promoting the new methodology and their clients say that blog-watching can be cheaper, faster and less biased than focus groups and surveys. And blog watchers spot trends before they become news. The Wall Street Journal piece goes on to describe various available solutions and uses.
