Report: Blogs Hotting Up on Madison Avenue - MarketingVOX. Full article at: Business Week - This is a pretty optimistic article on blogs.
Quite a contrast to the commentary by Robert W. Bly in DM News a few months ago. In fact, that article had so much feedback (disagreeing with his position that blogs are not worthwhile marketing tools for business) that he recently published a follow up article: Blogging Redux: Show Me the ROI
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For DM people like Bob Bly and countless other “old school” marketers (myself included), sanction by Madison Avenue simply makes it worse.
It’s unfair to compare Blogging ROIs to direct mail ROIs (due to time of exisistence) yet that’s what some blogging enthusiasts have tried to do. Considering direct response as a whole, Madison Ave image ads lose out too.
The consideration of media, in my opinion, obscures the fundamentals of what I think Bob is addressing:
Bloggers who monetize their efforts will need to have an compelling offer and a call to action at some point in the process.
If it’s not for sales then another metric needs to be devised to cost justify it. Ultimately– and especially if you’re responsible to a client– these kinds of bottomline issues need quantification.
For years the overwhelming majority of businesses have found it somewhere from difficult to impossible to even cost-justify having a web presence in the first place (ask the Eisenbergs). In the marketplace people want the numbers.