Details

Autor(en) / Beteiligte

• Hayzlett, Jeffrey

Titel

Mastering the Blogosphere

Ist Teil von

• Marketing News, 2012-12, Vol.46 (16), p.10

Ort / Verlag

Chicago: American Marketing Association

Erscheinungsjahr

2012

Quelle

Business Source Ultimate

Beschreibungen/Notizen

• The new media of blogs, Web video and podcasts has democratized media, allowing anyone to select a niche, create and spread their content, and influence readers who share their passions. The ascendance of new media brands creates new opportunities for marketers looking for a highly targeted specialty audience, but it also creates pitfalls because not all bloggers adhere to the professional standards and protocols that your marketing communications team is accustomed to. As a marketing executive, you need to question your marketing communications organizations' readiness to reach the new outlets that make a difference to your sales. It's not about ears and eyeballs anymore. It's about capturing the hearts and minds of their customers -- building trust and loyalty.