Shel Israel comments about the approach of marketing executives to blogs, how “they want to use blogs to extend their integrated marketing solutions, thus extending the brand.” By integrated marketing, they mean another method to push the message. If all they do is push the message, they are not a blog as commonly perceived, but just another marketing website that uses a particular toolset to manage the message. And for some companies, that may be the right approach for the corporate environments they operate in. For others, the real benefits come from really turnign it into a one-to-many communication tool, allowing relationships to develop and the readers understanding the people behind the blog, not just the message.
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