These are some excellent excerpts from the book Blog Marketing by Jeremy Wright. I selected these notions and support them as the points in the main hypothesis I am developing behind the blog marketing rational...
"Every company has a lot of great ideas waiting to come to the surface. The problem with bringing those ideas to the surface is threefold: giving ideas space to develop, helping ideas get improved, and implementing the best ideas.....
The challenge for companies who invest in ideas is often that the best ideas don’t get to the top, don’t get reviewed, or don’t even get considered. This idea barrier could be killing your company. A truly open and internally viewable idea blog, or even individual employee blogs that allow people to float new ideas for peer review, should allow the best ideas to rise to the surface for selection and review. We’ll look at the concept of idea blogs more in Chapter 6, as they are an exciting way to empower your employees and generate thought."
"Relying on a small sample of customers to reflect what the entire world desires is risky at best, and foolhardy at worst. If you can’t ask everyone in the world what they want, you’re unlikely to be able to deliver what everyone truly desires. With blogging, you can ask—if not the entire world, then at least your entire blog readership, who are probably connected to and/or reading other blogs all over the Net."
"New methods of effective marketing include creating “viral” campaigns, customer-centric events, and otherwise helping customers spread the word through incentive programs and contests."
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