Internet Retailer: Community is out, blogs are in
Internet Retailer: Community is out, blogs are in"Marketers are just now exploring the use of weblogs in customer-facing applications… The likely benefits are site stickiness and more repeat traffic--two promises also made early on by advocates of building and attaching user communities to commercial web sites. But community as a marketing tool is less popular now, as many marketers found cost-benefit ratios didn’t justify them… In the end, blogs, and their usefulness as a marketing tool, are only as good at their content."
Online marketing folks will try just about anything to attract customers. Providing blogs is their latest experiment. But just providing good content does not improve bottom lines. Providing superior value and service does. Experiments built on top of these two fundamentals usually results in business success. Case in point: Amazon.com.
David Walker has written an excellent article on this concept.
Permalink | Thursday, July 24, 2003
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