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the Big Blog Company | Blogs turn markets into conversation - ignore them at your peril
“Who yer callin' a sparrow, you schmuck?!”
The bird on the back.
September 23 2004
Blogs turn markets into conversation - ignore them at your peril
Adriana Cronin-Lukas • Blogs & Blogging • Bloglaw 
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A warning to advertisers and marketers was issued by Intelliseek CMO Pete Blackshaw who points out that marketers cannot afford to ignore weblogs that have become a powerful influence on the brands.If a marketer makes a claim, they had better well be able to back it up one hundred percent otherwise it will be shredded to pieces by “copy-cops at your doorstep”.

Can a wireless provider spending millions to tout customer service escape scrutiny when bloggers can readily provide links to thousands of disgruntled consumers providing evidence to the contrary? Can a pharma company afford to gloss over the fine print in advertisement when bloggers elect to super-size the untold message? Can an auto manufacturer pushing a “safety” message on TV risk having consumers type their brand into Google and have it punch back a loaded shelf space of contradictory messages by consumers?

Bloggers are now serving as fact-checking, credibility-screening, gap-filling counterweights to traditional media.

Well, yes, it’s fact-checking-your-ass time!

Hm, Mr Blackshaw, for a man who seems to get the power of the blogs, he sure uses some very out-dated terms, such as consumer.

Adrants concludes:

Marketing has forever become a conversation - a dialog between marketer and consumer. With weblogs, it’s been proven consumers are ready to have that dialog. It’s not so clear whether marketers are ready to join that conversation.

I don’t think so, but come on, prove me wrong…

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