Corporate Blogging Goes Mainstream

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMarketer 10/19/10

Becoming fully incorporated into media and marketing

Blogging has been around for well over a decade—an eternity in internet time. Whereas blogs used to be a thorn in the side of traditional journalism, today they’re an essential ingredient in the media mix. Hardly a news organization exists that does not have a blog where its journalists post updates to breaking stories, offer personal commentary and engage in a dialogue with readers and viewers.

Similarly, blogging has grown into a vital marketing tool for all types of companies, including Fortune 500 marketers and mom-and-pop retailers. eMarketer estimates that 34% of US companies will use a blog for marketing purposes this year, a proportion that will continue to grow to 43% by 2012.

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