How would you position your products in a contemporary world where technology has practically given rise to virtual denizens? How would you respond to the changes the new technology has brought to the mainstream society?
Before the advent of the mainstream use of the internet over 20 years ago, corporate marketing managers used to spend a significant amount of their expenditures on advertisements promoting their products via three major communications media namely: TV, print, and broadcast media.
When the internet became a common medium of communications in the second half of 1990s, many companies were quick to respond to the changes and exploited the technology to good use while some companies were apprehensive or even ignorant about the changes. The companies who readily responded to the new development were the ones who were mostly successful in their product campaigns through traditional method (e.g. TV or print).
In the beginning, product marketing was mainly in the form of ad banners which appear in web pages of websites with related business interest with a fixed fee for a specified period. As early as 2004 blogging became so popular that it went on to become a mainstream tool for product marketing by many companies.
The task of marketing the product of the company lies in the hands and creative minds of the marketing manager and his team. The most technologically-savvy companies adapted quickly to the new environment that has enveloped the world. They knew that the internet, more particularly blogging, can be an excellent tool that they can exploit to reach out to as many audience or consumers around the world.
Many companies today have their own corporate blogs. Blogging as a form of marketing products offers a lot of savings on the company’s annual budget on traditional advertisements. Blogging is usually free if you don’t get a top-level domain name of your own. Most big companies, however, choose to have their own top-level domain name for a few dollars for a specific period of time which is a form of a registration fee and is often renewable. The top-level domain of a corporate blog allows it to appear like a regular website.
The benefit of blogging as a medium for product marketing is manifold. Unlike a regular website which is basically static in nature, a corporate blog is dynamic where information is constantly streaming and is kept updated using a variety of tools within a blog software.
A corporate blog may include texts, photos or images and videos and even music. However some companies keep their video blogs hosted in popular video sharing sites such as YouTube. Blogs are usually successful if written in the manner by which most users can understand well, regularly updated and incorporate well-edited photo images and videos. A corporate blog should look and sound professional. It should not be laden with grammatical errors and the images and videos should also be used tastefully if and when necessary.
Although unable to supplant the effectiveness of ad banners as a marketing tool, blogging, nevertheless, has become an auxiliary marketing tool for many companies.