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The Business of Blogging:
A Review
A new blog is launched every second. But despite being the hot marketing term of the moment, blogs are read by fewer only 14% of US Internet users. Not surprisingly, over 90% of both SMBs and large enterprises still do not blog. But the situation is about to change as companies discover the benefits of blogging.
Attention: Large Corporations, SMBs, Marketers, Advertising Agencies, Media Companies and Online News and Content Sites.
The Business of Blogging report analyzes the contradictions behind why everyone is talking about blogs but so few business are actually posting them.
eMarketer looked at the business of blogging one year ago. At that time, blogging was not practical for most businesses. But things are changing, and now a growing number of businesses are moving beyond the early blogging-as-sales-tool mindset that hindered adoption.
Over time, as consumers come to expect to be addressed directly in a way that cannot be done through traditional corporate communications, a majority of businesses will blog, work with bloggers or, at least, monitor blog content.
Key questions the "Business of Blogging" report answers:
- If nobody else is doing it, why should I?
- Why should marketers care about business blogs?
- If business blogs don't generate leads, how should success be measured?
- What best practices exist for business blogging?
- And many more...
eMarketer Reports—On-Target and Up-to-Date
The Business of Blogging report aggregates the latest data from marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make smart, well-informed business decisions.
To download the report to your desktop—or receive a bound-paper copy via FedEx—click Add to Cart:
A new blog is launched every second. But despite being the hot marketing term of the moment, blogs are read by fewer only 14% of US Internet users. Not surprisingly, over 90% of both SMBs and large enterprises still do not blog. But the situation is about to change as companies discover the benefits of blogging.
Executive Summary
 Fortune 500 Companies and Forbes 200 Best Small Companies with a Public Blog, 2005 (% of total)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Business of Blogging
Implications for Your Business
For Large Enterprises
For SMEs
For Online Marketers and Ad Agencies
The Business Of Blogging
Business Blogging
Large US Companies with a Corporate Blog, 2006 (% of respondents)
Businesses with Blogs, 2005 (% of respondents)
Web and Collaboration Applications Deployed by US Companies, April 2006 (% of respondents)
Fortune 1000 Senior Executives' Opinions Regarding Blogs and Their Company, February 2006 (% of respondents)
Fortune 1000 Senior Executives' Opinions Regarding the Credibility of Blogs, by Purpose of Blog, February 2006 (% of respondents)
Benefits of Having a CEO Blog According to US CEOS, 2005 (% of respondents)
Corporate Bloggers, by Job Title, 2005 (% of respondents)
Corporate Bloggers, by Company Revenues, 2005 (% of respondents)
Corporate Bloggers Who Have Seen an Increase in Traffic to Their Website from Their Blog, 2005 (% of respondents)
Corporate Bloggers Who Have Received Negative PR Because of Their Blog, 2005 (% of respondents)
Source that Bloggers Worldwide Trust the Most When Searching for Product Information, 2005 (% of respondents)
Trustworthiness of a Blog Created by an Individual Employee according to Bloggers Worldwide, 2005 (% of respondents)
Trustworthiness of a Blog Endorsed and Produced by a Company according to Bloggers Worldwide, 2005 (% of respondents)
The Marketers
US Blog Advertising Spending, 2005, 2006 & 2010 (millions)
US Marketers Interested in Advertising on Blogs, RSS and Mobile Devices, 2005 (% of respondents)
Blogs Tracked by Technorati, August 2003-April 2006 (millions)
Blogs Tracked by Technorati and New Blogs Created per Day Worldwide, by Month, 2004-2006
Overall Impression of Blogs according to US Marketers, 2005 (% of respondents)
Reasons that Companies or Brands Have a Blog according to US Marketers, 2005 (% of respondents)
Attitudes of US Advertising Executives toward Advertising on a Blog or User-Generated Content Site, 2006 (% of respondents)
Companies* that Have Used Information Learned in Blogs to Improve Products or Services according to US Marketers, 2005 (% of respondents)
The Readers
Blog Usage Estimates for US Internet Users, 2005
Frequency that US Adult Internet Users Read Blogs, by Age, 2005 (% of respondents in each group)
US Blog Site Visitors, by Age and Gender, May 2005 (% of each group)
Demographic Profile of US Blog Site Visitors, May 2005 (% of each group)
US Teen and Adult Internet Users Who Visit and Read Blogs Regularly, 2005 (% of respondents)
US Adult Consumers Who Regularly or Occasionally Use Select New Media, by Age, 2005 (as a % of respondents in each group)
Leading Types of Content Read by US Blog Site Visitors, May 2005 (% of respondents)
US Blog Site Visitors, by Occupation, May 2005 (% of respondents)
New Media that Influences Purchases Made by US Consumers, by Race/Ethnicity, May-June 2005 (% of respondents)
Best Practices and Business Blog Profiles
Monitoring Blogs
Companies that Currently Monitor Blogs according to US Marketers, 2005 (% of respondents)
US Marketers Who Have Read Blogs that Mention Their Company or Brands*, 2005 (% of respondents)
Blog Monitoring Services of which US Marketers Are Aware, 2005 (% of respondents)
Work With Existing Bloggers
Forms of Blogging that US Marketers Envision in Their Marketing Plans, 2005 (% of respondents)
How Often Bloggers Worldwide Are Contacted by Companies or Their Public Relations Representatives, 2005 (% of respondents)
Create Your Own Blogs
Marketing Channels that US Interactive Marketers Use or Plan to Use, December 2005 (% of respondents)
Related Information and Links
Related Links
Related Charts
Suggested Keywords for eStat Database
Contact
Report Contributors
About eMarketer
eMarketer's Core Expertise
Dedicated Team
A Trusted Resource
A new blog is launched every second. But despite being the hot marketing term of the moment, blogs are read by fewer only 14% of US Internet users. Not surprisingly, over 90% of both SMBs and large enterprises still do not blog. But the situation is about to change as companies discover the benefits of blogging.
American Advertising Federation (AAF)
Backbone Media
BIGresearch
Burson-Marsteller
CIO Insight
comScore Inc.
eMarketer
Forrester Research
Gallup Poll
Guidewire Group
Harris Interactive
JupiterResearch
Makovsky & Company
Nielsen//NetRatings
Pew Internet & American Life Project
PQ Media, LLC
Princeton Survey Research Associates
Reveries.com
Socialtext
Technorati
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Price: $695.00
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Price: $695.00
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