IBM sees it as the next big thing for marketing.
Eyeing blogging's potential as a way to influence potential employees and business partners, IBM began formally offering blogging tools to its workers six months ago. The tools came complete with a list of a dozen guidelines assembled, in true new-media fashion, by contribution to an internal "wiki" (an open-source encyclopedia) over a 10-day period.
Its embrace of digital marketing also extends to podcasting, with the company creating podcasts around cultural tech themes such as the home of the future, the car of the future and the store of the future.
Bonding technique
“Marketers should look at blogs as a real-time cheat sheet on how to be relevant with customers,” said Intelliseek's chief marketing officer, Pete Blackshaw. “The name of the game is to be as conversational as possible vs. being static. ... It’s a bonding technique with your consumer.”
What Bob Lutz is doing with the General Motors blog is not much different than what Lee Iacocca did in the '80s,” Mr. Blackshaw said. “It’s all about being genuine and relevant and conversational with consumers.”
thro' adage