Despite understanding how valuable blogging can be, many firms are still failing to fully embrace it. Marketing management provider WebTrends found that contrary to 85 percent of marketers' perceptions that an effective web presence is important in achieving sales and objectives, just 5 percent blog on a regular basis.
Instead, its research showed Internet tools such as e-direct and web analytics continue to dominate. Podcasts are another medium to watch for business, says the firm, as despite relatively low usage at the moment, it registered the highest level of user satisfaction.
Nick Sharp, vice president and general manager EMEA at WebTrends, believes corporate blogs are an effective communication tool as firms pay more attention to what community users say about them. "Blogging is much more than a 'nice to have' in business today," he says.
"With the power to publish, share, and influence, this new consumer movement is impacting every aspect of the business world. Some experts predict that businesses that are not blogging now may not exist in a couple of year's time."
This article originally appeared on our sister site, BusinessZone.