Tag Archives: blogs

Marketing and Advertising 2.0

16 Nov

In class on Monday, discussion focused on corporate blogs and how best to market and advertise a business through the tools of Web 2.0. One of the most effective and growing ways to communicate with customers and successfully advertise a business is by corporate blogging, in which one or more authors write as an official or semi-official worker or partner of the enterprise. Blogs can be beneficial to consumers by offering discounts, deals, and updates about existing or upcoming products. For a corporation, a well-written blog can work to promote customer relations or to generate mass publicity about certain products or the company as a whole.

I noticed an especially successful form of marketing through Web 2.0 while spending this past weekend visiting friends in Edinburgh. In order to find a dinner place, I used my trusty favorite website, TripAdvisor. The #1 rated place on the site for the city of Edinburgh was the Indian restaurant Kismot, which had over 330 reviews, an uncharacteristically high number for a relatively small city. After EACH one of these user reviews was a personal reply back from a member of the family-owned Kismot employees, who often cited specific examples from each diner´s experience to complement his reply. For example, the self-proclaimed ¨not so skinny brother ;-)¨ writes back long paragraphs thanking people for such things as  “allowing him to recommend a dish (Methi)” and for “asking my dad to take out the onions from the curry for you guys”. Mentions of superb customer service and personalized care accounts for a large portion of the TripAdvisor reviews left by diners of the restaurant. The owners of Kismot are well aware of their popularity on TripAdvisor, as one of the brothers was sure to ask me where I heard about the restaurant and encouraging me to share my opinions online.

A large percentage of Kismot´s clientele also come curious about the Kismot Killer, described as the World´s Spiciest Curry. Each year, there is a challenge for people to finish generous helpings of the curry, with prizes going out to the very few who are able. The competition even sends people to the hospital, which is advertised all over the internet, almost even more often than actual reviews of the restaurant.

Kismot is a perfect example of a business that has flourished as a direct result of their usage of Web 2.0 tools to advertise. Even seemingly negative press such as sending people to the hospital has worked in their favor, as they have been able to generate both excitement and curiosity about their restaurant. Like voters in political elections, restaurant consumers want to experience a personal connection, and Kismot has clearly figured out how to combine these modern and ever-growing forms of communication to provide this experience.


Advantages of Blogs: An Example

26 Sep

Class discussion last week focused on certain differences between using blogs and print as forms of information. Various advantages listed were the constant stream of feedback from readers, authority on investigation, an improvement in style while writing, more frequent updates, conversational style, and, perhaps most importantly, the inclusion of images, videos, and links. This class period allowed me to reflect on how I have received information about the New York Mets, my somewhat obsession of a team, over the past several years. 10 years ago, when I first became a fan of the team, I remember rushing quickly to the front door of my apartment to check the newspaper and read about the previous night’s game. I would excitedly study the black and white pictures, read the entire game recap and statistics, and consider myself well-versed in the team’s events of the day. A few years later, I was astounded to learn that all this information was more easily accessible at the team’s official website, updated frequently and containing interactive features such as video highlights. Today, I have an entire new way of following the team. Started a few years back by avid Mets fan Matthew Cerrone, MetsBlog.com has become a sort of mecca of information for all things Mets. A team of roughly five writers assembles anything and everything relevant to the team several times per day, and often breaks news to the public from inside sources. This system is especially advantageous because it is business policy to not officially announce a significant move, such as a trade or player signing, until the deal is entirely complete. MetsBlog allows writers with a passion for the team to post opinion, rumors, and other content pertaining to the team that the official site would never post, as the blog is not regulated by any higher authority (I believe that the Mets network recently purchased a portion of the blog, and there has definitely been a vast increase in the amount of site official sponsors, but the content remains relatively unfiltered). Readers in turn respond with comments, and discussions often take place on the board, sometimes numbering in the hundreds of posts. MetsBlog is the number one sports blog following a single team, and while statistics vary, the site receives over one million views per month. More and more fans want to know EVERYTHING about their favorite team NOW, and be able to discuss it with others just as interested. The days of waiting until 9 AM for home delivery of The New York Times are officially over.

Similarly, I have noticed that girl friends of mine carefully consult fashion and shopping blogs before making purchases. Going ‘window shopping’ and spending hours in stores looking for the perfect outfit has transformed into researching the latest trends online, usually followed by a couple more clicks of the mouse and a purchase via the internet (I can’t count how many times I have heard the word, “Shopbop“). A new age is definitely underway…