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Blog Marketing: An Innovative Tool in the Current Digital Era

XIBA Business Review

Volume 2 Issue 1

Published: 2016
Author(s) Name: Dhananjai Gupta, Abhijeet Singh | Author(s) Affiliation: Faculty of Management Studies, BHU, Varanasi, Uttar Pradesh, India
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Abstract

Marketing in most developed economies is no longer just about marketing a product or a brand, it is about marketing a feeling, and having the customer experience for the product or a brand. Now days, customers are armed with iPods, TiVo machines, Blackberries, search engines, broadband connections, spam filters, and a variety of other digital technologies. As a result, they have gained exceptional control over the media and content. This has also made the marketers situation critical concerning how to reach to the consumer & the medium through which a product is to be marketed. Traditional market research such as surveys and focus groups are valuable but they are often time-consuming. Blogs, on the other hand, have the ability to identify trends that may take months to gauge using traditional market research methods. This paper is an attempt to explore and discuss blogs within the context of creating this new, more enduring relationship with the customer. It also talks about two companies those opted blog marketing as their strongest weapon after hitting hard in recession & how this blog marketing theory & its practical implication helped them to overcome from that time situation & made them business icons for existing companies.

Keywords: Blog, Blog Marketing, Theory & Practices

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