Impact van weblogs (blogs) op commercie
Op Marketinfacts.nl konden we al lezen over een onderzoek van Pew Internet and American Life Project naar de blogleesgedrag van de Amerikanen. Op Ecommercetimes is een reactie te lezen wat de impact ervan zou kunnen zijn op de ecommerce ontwikkelingen:
Jupiter Research analyst Joe Wilcox told the E-Commerce Times that as commercial entities begin to take an interest in blogs it could transform the blogsphere. He said the use of RSS feeds and viral marketing are two near-term possibilities that could impact e-commerce.
“Blogs could certainly change some of the dynamics of e-commerce because readers don’t necessarily have to go to a news Web site to read a story,” Wilcox said. “Of course, sites generate ad revenue through online traffic. Publishers have to decide how much of an impact they want RSS to have, meaning they could send out just a few lines of text or even just the headline so that readers still click through to their site to read the story.”
Pew’s study indicated that 5 percent of Internet users use RSS aggregators or XML readers to get the news and other information delivered from blogs and content-rich Web sites as it is posted online. The study concludes this is an indicator that RSS is gaining an impressive foothold.
“It will be interesting to see what RSS will evolve into and how sites will look to push out other types of content besides text. They can already push pictures out,” Wilcox said. “What about video and other types of content?”
Wilcox, for one, is waiting for the commercial world to recognize the potential benefits of blogs in viral marketing. Look no further than myths spread through blogs following the recent tsunami in the Indian Ocean for the power of blogging to spread urban legends. This power could be exploited for commercial purposes, Wilcox said.
“Stephen Spielberg has a new ‘War of the Worlds’ movie coming out,” Wilcox said. “Why not use blogs the way that Orson Wells used the radio with the infamous ‘War of the Worlds’ broadcast? Using the Web as a metaphor, you can make reasonable predictions about what will happen with blogging in the future.”
Een conclusie die je hieruit kan trekken is dat de tradtionele email nieuwsbrief binnenkort uit is. Consumenten zullen hun feedreaders instellen als hun eigen ‘ja/nee sticker’ en bepalen wie er in hun postbus komt. Het lijkt me handig dat bedrijven nu al op die ontwikkeling anticiperen en hun informatie in RSS feeds beschikbaar gaan stellen aan hun doelgroep….....
Wat betreft de viral marketingmogelijheden hebben we al eerder betoogd dat die er absoluut zijn, maar daar grote zorgvuldigheid op zijn plaats is gezien de grote missers die op dit vlak al begaan zijn in het verleden.
- 04 January 2005
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