The Game Is On

When I’m not making blog entries here, I’m at work promoting blogs and other conversational media tools to ad agencies and marketers. I’ve suggested more than once that conversational media represents a new source of revenue for marketing services firms. Now, that “theory” can be put to rest.
MWW Group, the nation’s 11th largest public relations firm, announced the formation of Blog 360, a new specialty practice with focused expertise in blog marketing.
Blog 360 will work with clients to develop proprietary blogging strategies, from creation and marketing to sponsorships and advertising, geared to increasing relevance among target audiences.
According to their press release, blogging provides a unique and highly effective platform to connect with key constituents and audiences who are more difficult to reach via traditional marketing and public relations.
Thanks to Adfreak for the pointer.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Looks like they’re responsible for nice idea, absolutely sucks in execution. I just think this type of approach is going to suck the soul out of any blog MWW produce.

  2. An Observer says:

    I’m curious as to why you promote blogs and ‘conversational’ media to the industry? Other than a slight chance for a short term bump in revenue, what value does it offer?
    How would you persuade a CEO, VP-Marketing, or any other upper-management-type (of which I may be) that this should be an essential part of our marketing mix?
    I’m not knocking the blogging-as-journalism you guys are representing. In fact I wouldn’t be surprised to see verticaly focused micropublishing take over many industry specific print pubs.
    But seriously, where is the value?

  3. I’m not too sure about detailing all the advantages to “An (unnamed) Observer,” but I’ll touch on some of the main points.
    Traditional marketing is a one-way street. Whereas, blogs allow for multiple-way conversations. So, both marketers and consumers stand to gain from a more human interaction. Blogs help to create an authentic brand experience. Event marketing, guerilla, viral, and point-of-sale all do this as well. TV, print and non-interactive interactive do not.
    This isn’t about spiking sales, it’s about a changing the way marketers approach what they do. For instance, a brand with a dynamic blog can forever put to rest the notion that they’re going to benefit from the totally false environment of focus groups. The blog is all the focus group a brand will ever need.

  4. An Observer says:

    Would your responses be different if I was named? There is an email listed and my name is real, which is enough for now.
    You speak to traditional marketing as being one way street. What is wrong with that picture? Blasphemying the conventional wisdom of my peers, conversation with the consumer is not essential for the brand experience. Despite what many believe, the consumer drives and defines the brand, regardless of actions of marketers and advertisers in the first place.
    However, if we put that aside and revert to that conventional wisdom:
    1. multiple-way conversations only open up the opportunity for mixed and conflicting messages.
    2. More human interaction from the company is expensive. The consumer may benefit from this, but is the potential enough to off-set the increased expense (spoken from a fundamental argument – added staff adds overhead)?
    Someone pointed out in a comment on another post on your site, that people still buying from Walmart in record numbers without reflecting too much on the value proposition of Tide detergent. I’ve also recognized a similar situation in ‘the real world’ and that certainly seems to argue against the consumer even wanting a conversation with the company in the first place.
    3. Spiking sales wasn’t my point, it was referring to a short-term increase in revenue for ad agencies and their like for recommending and implementing your ideas.
    4. Any company basing decisions on focus groups is likely already in trouble.
    5. Blogs may serve a purpose in furthing viral events, grass-roots promotion and other short-term buzz. But consumers who fall prey to placed/planted ‘pieces’ won’t fall for it again.
    Where is ROI?

  5. I like to know who I am having a conversation with. And yes, it could well alter how I respond (there are some real jerkoffs making comments on blogs, which is one of the big challenges, along with comment spam).
    “Despite what many believe, the consumer drives and defines the brand, regardless of actions of marketers and advertisers in the first place.”
    I agree that consumers define the brand. I do not agree that it happens in a vacuum.
    Consumers who fall prey to placed/planted ‘pieces’ won’t fall for it again.
    I’m not advocating fake blogs. I’m suggesting real blogs, maintained by corporate communications types, agency copywriters and brand evangelists. This approach needn’t be burdened by conflicting messages. Like any marketing piece, a blog will have a strategy. Adhere to the strategy, be honest, and things will work out.
    I see you also have concerns regarding cost and ROI. The biggest waste of money I can think of involves spending millions of dollars on TV spots that are too often horrid and go largely unnoticed. Inversely, I can imagine no better vehicle for return on investment than a daily conversation, honestly conducted, about a given product or service. Plus, all you’re paying for is time. There’s nothing else to a blog.

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