JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, reveals that 35 percent of large companies plan to institute corporate Weblogs this year. Combined with the existing deployed base of 34 percent, nearly 70 percent of all site operators will have implemented corporate blogs by the end of 2006.
According to a new report, “Corporate Weblogs: Deployment, Promotion, and Measurement,” currently 64 percent of executives spend less than $500,000 to deploy and manage corporate Weblogs.
“Site operators should leverage existing Web content management best practices and functionality to decrease total cost of ownership, promote unified branding and increase site security,” said Greg Dowling, Analyst at JupiterResearch and author of the report. “They can also realize considerable cost savings while mitigating deployment, management and maintenance concerns inherent in implementing additional stand-alone Weblog authoring systems.”
The new research finds that Weblogs are underused for generating word-of-mouth (WoM) marketing opportunities. Only 32 percent of marketing executives said they use corporate Weblogs to generate WoM around their company’s products or services.
“By engaging prospective customers in active dialogue, companies can showcase their expertise and domain knowledge, creating a forum for communication of their strategies and visions,” said David Schatsky, President of JupiterKagan. “In doing so, companies can generate buzz around their products or services, while eliciting feedback and collaboration from product evangelists.”