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The Sunday NY Times, “Year in Ideas” touts blogs among the great ideas of 2004.
“From a marketing perspective blogs make perfect sense. They are cheap to produce, immersive and interactive. It’s easy to measure their readership and response rates. For small companies, blogs are a quick and dirty promotional tool that cuts out the middleman; for big companies, blogs are a tool of humanization — an informal, chatty, down-to-earth voice amid the din of bland corporate-speak.
“It’s a dream come true,” says Bob Cargill, senior creative director for Yellowfin Direct Marketing and himself a blogger. “You can embed yourself smack-dab in the middle of your customers, form an ongoing relationship with them and hear exactly what they think of your brand..”