Marketers join the blogging dialogue

Callahan, Sean
October 2004
B to B;10/11/2004, Vol. 89 Issue 11, p1
This article presents information on the blogging dialogue in the U.S. If one don't believe in the power of Weblogs, ask Dan Rather. The CBS anchorman found his journalistic reputation in tatters after several blogs helped expose as forgeries the documents Rather used on a" 60 Minutes" report questioning President George W. Bush's National Guard service. Today, with the rise of technology in general and the Internet in particular, markets are increasingly becoming dialogues, and blogs represent a perfect example of the trend. Sun, Microsoft Corp. and other b-to-b marketers are developing their own blogs to join the conversation in the markets they serve and, of course, influence them. In fact, many observers believe that the blog format is ideally suited for b-to-b marketers and their long sales cycles. With its Channel 9 Web site, Microsoft is using the blog model for a portal Web site aimed at software developers. A unique aspect of the site is the regular posting of videotapes of Microsoft employees discussing what products and upgrades they're readying for developers.


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