August 27, 2006
Blogs as marketing tool
As the example of the SMH "Interesting Creatures" campaign raised some general questions and led to internal discussions about blogs as marketing tool, "The Gamekillers" is another example of a similar stragedy, developed by the Glue Society, the same agency involved in the SMH campaign. As the orginal usage of blogs have been personal online diaries the question is, is it allowed and the right way to use this medium for marketing and advertising purposes? I don't have the final answer yet, but it is obvious that blogs have turned into a medium which is often much more than just an online diary. Coming from the multimedia background my former Prof. O. Wrede at the University of Applied Sciences started early to research and deal with blogs. Well, his weblog also gives some very good 1st answers to the whole theme.
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9 Comments:
Interestingly, SMH are really upping the ante on blogging. Now you'd think that they would (as a website that makes A LOT of money from advertising) control their bloggers content heavily, but some of the blogs have gotten more and more narky and personal. (see http://blogs.smh.com.au/entertainment/archives/fashion_season/006359.html) I guess it's only natural - and it certainly gives SMH the feeling of being open, honest and flexible. But when laid side-by-side with your example... it just goes to show that hijacking a format like blogging and using it for marketing purposes can sometimes (in my opinion) not be a good thing.
(oh and when I say honest, I really mean 'genuine' and not just gimmicky).
And another thing to add, is the recent outing of LoonelyGirl15 from YouTube, who was supposedly a real girl, but who ended up being an advertising puppet...
Remember Bonsai Kitten? This was also just a fake and everyone believed it would be real. So I think this is also happening with blogs. With the time being we just have to face the fact that blogs have become more a medium than a just a webformat with a certain interface. Their look and image offer a certain authenticity. Maybe this is just the beginning of another future web developement. I think it's also dangerous in a way that people can be really misleaded. And for example if we are looking at a blog from the iranian president Ahmadinedschad and on the other hand at thousands of blogs which are controlled by the iranian governement this is also not the original intense of blogs anymore. So there must be something else which is addiontional linked to the whole world of blogs. Maybe also the standardization of a certain interface design based on content management systems is also involved in this whole process. I'm just questioning myself if somehow in the future blogs are transforming from the personal diary approach to information platforms, wheter they are true or not, informative, manipulative, personal, honest, etc.
These are just some of my thoughts independent from what I think should be allowed and what is completely going into the wrong direction. :)
And thanks for sharing your thoughts and for the link! :)
Agreed.
And I think you might be onto something, when talking about the CMS's and their flexibility/limitations. By this I mean :
flexibility : free, easy to install, common data format, easy to customise
limitations : all sites using the same CMS taking on a similar look/feel, opening up the world of blogging to fakes purely because of the mediums obiquitous nature
Of course, as we've seen, it CAN be used in a positive way, and can be a really useful communication tool. It's something our company is going to explore in the future, but the difference I think about using it in this "corporate" way is that we wont be pretending we are someone we aren't. And that's the biggest thing for me...
It's something to keep an eye on. I'll have a think a bit harder about it and come up with some more concrete thoughts.
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