Advertising on blogs yet not so long ago had been a stumbling block in the formation of advertising budgets. Now the big agencies and companies feel obliged to introduce a separate row «Blogs» in the annual budget.
Advertising on blogs yet not so long ago had been a stumbling block in the formation of advertising budgets. Now the big agencies and companies feel obliged to introduce a separate row «Blogs» in the annual budget.
According to commercial director of media agency «SOL», promotion of goods and services on blogs - an excellent and long-tested way to western marketing of themselves, to get feedback from consumers, engage them in ongoing activity. In doing so, he stresses, it is important to understand that the common practice in Russia's so-called «guerrilla projects» - are ineffective if users and cause reactions, the extremely negative.
«We are engaged in public projects - director of media agency «SOL»- who later became an example of successful cases. It is not even advertising, it is rather producing - he said. - In the history of advertising known to many cases like that, as one U.S. agency «bought» blogger so that he «improved» image of the popular American supermarket WalMart on the Internet. The truth quickly emerged, and the result was badly damaged image as pr managers and the customer ».
One example of successful cases, according to director of media agency «SOL» and his colleagues, was launched in September project with Intel. The project was created in Intel blog LiveJournal, on the future. A week after launching the project, authoritative bloggers announced in a community contest for the best «Essays on the future». In the jury were also invited well-known translator Goblin and director of marketing for Intel in the CIS countries.
The contest was overwhelming success among bloggers, was attended by 200 people, a number of comments to a posting announcing the competition was over 3000. The result - a month of its existence the project has risen in the ranking of communities by more than 68,000 positions, and media figures exceeded the traditional 5 times. The secret of this success, I am sure the business manager of «+ SOL», it is in the project and a well-planned media support.
According to director of marketing for Intel, the project is fully justified the expectations of its Intel interesting idea, bright work, live reaction to the published material and communication between the parties community. «The results surpassed our expectations - said Mr Isaev. - We were surprised not so much the quantity but the quality of works sent to the competition (and noted all the members of the jury). There is a very interesting and bright idea, which must go beyond our community. We plan to develop community in future, and closely monitor those on which topics are more likely diverted our readers to make content more interesting. In the near future, we run another contest in our community ».
Especially for participation in the project as a member of the jury «Essays on the future» brought LJ account: «There are currently getting pleasure from it, the company Intel has its own corporate blogs, and we will actively use web 2.0 tools in the next year» .
In Russia blogs attacks a huge audience. According to the ROMIR Monitoring, 36% of Russian Internet users over the age of 18 read blogs by other authors, 17% in addition to reading themselves are online diaries (which is more than 2 million people). In doing so, according to the Research Institute of Pew, roughly 38% of bloggers focused on the description of the events of their own lives, 35% regarded the blog as a form of journalism, 11% are interested in politics, 7% write about entertainment, 6% discuss sports events, and only 4% are blogs about technology.
For nearly a year of its existence, a media agency «+ SOL», created to provide effective sales of fast-growing advertising resources, which include, among other things, and blog-hosting, proved in practice that advertising on blogs - an effective means of direct communication with potential and actual customers.
