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Reviewer: R. Ashok.
This book has hit the shelves at absolutely the right time.
Companies in India are just starting to recognise the role
that blogs play in their business, and people who already
blog have not gone much beyond its social networking applications.
The author, an authority on the subject, tells us that blogging
is here to stay, and that businesses simply cannot afford
to ignore it as its impact is growing worldwide, almost on
a daily basis. Though dealing mainly with the applications
of blogs in business, Wright also gives basic tips on how
to start blogging as well as how to find other people’s
blogs.
Early in the book, Wright points out that blogging is a method
of customer engagement whereas most traditional forms
of marketing communication can be classified as information
transmission. After explaining the different kinds
of blogs that can help a company with its customers, he stresses
the basic principles that will make a marketing blog more
effective: the blogger should be passionate, authentic and
authoritative.
The chapter on internal blogs will appeal to both professionals
interested in studying internal communication in companies
and people trying to curtail junk emails in the office circuit.
Towards the end, Wright concludes that negativity can be better
handled by companies that genuinely respect customers, value
their feedback and are honest in their response.
TITLE: BLOG MARKETING
AUTHOR: Jeremy Wright
PUBLISHER: Tata McGraw-Hill (Copyright 2006)
PRICE: Paperback Rs. 375/-
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