terça-feira, janeiro 18, 2005: Qual o valor dos Blogs como ferramenta de marketing e canal de publicidade ?

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Pew's survey suggests approximately a quarter of the overall audience for blogs maintain blogs themselves, lending credence to the theory that blogs are a place to create buzz and reach influencers. Then again, the stat could simply prove what many blog critics maintain -- that bloggers are simply talking to one another.

"In addition to the usual numbers -- click-through rates and conversions -- there's also the secondary pick-up on a lot of blogs," said Denton. "An item on Gizmodo will get picked up on an average of 10 or 20 gadget sites. I call it the blog multiplier effect."

While mainly a content phenomenon, the multiplier effect can impact advertising, particularly when it comes to original or unique campaigns. When Gawker Media said Audi would be the sole sponsor of its Jalopnik auto enthusiast blog, business and advertising media buzzed about it. The same thing happened earlier this year with Denton's custom "Art of Speed" blog for Nike.

"The free media is rather important for advertisers," he said. How to measure this less tangible sort of media attention? Denton admits there's no great way and doesn't give advertisers any hard metrics, but he does offer tracking of advertiser mentions, using Technorati and other blog monitoring tools.

Denton also publishes a profile of the Gawker Media audience, breaking out age, gender and level of education. But measuring these characteristics, magazine-style, doesn't quite get at the core audience characteristics a lot of blog publishers and their representatives want to convey: connectedness and influence.

"What are the unique metrics for this stuff?" said Copeland. "Not people's income and age, but how do these people really interact? Do they really get emotionally engaged and spread the word? That's the whole next dimension of this stuff. That's where the extra value of blogs are."
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ClickZ Insights - Measuring Blog Marketing

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