The first wave of the internet saw business houses establishing their own websites, and now the latest buzz is to have their own corporate blogs. In last few years we have seen increasing impact of blogs on modern society. The developed nations have moved to the web.2 platform and have corporate blogs of their organizations. The corporate blog can be part of the conventional corporate website or it can be an independent blog site. There can be various forms of the corporate blogs – internal, external, CEO, product, brand etc.
In my discussion with various corporate communications and marketing managers of various corporate I could discover that corporate in India did not start their business blog because: there is strong shortage of the trained staff, the proposition of the corporate blog is under consideration, sometimes they feel that the efforts are not worthy, India is not ready, the blogging does not fit with the overall corporate strategy, the blog medium is not effective for reaching their target audience. (for them a reason to ignore; for me just a crappy story of their inefficiency) However, there is group of corporate communications and marketing managers who are now convinced that there are many advantages for encompassing their individual corporate blog and they will also get into corporate blogging. It is matter of time.
They see advantage in having a corporate blog and suggest the benefits:
The biggest advantage of corporate blog is that this medium is a strong tool of direct interaction with the consumers and customers – internal and external. It is a medium to connect the corporate directly with the customers, consumers, and prospects.
The basic nature of the blog – two-way communication which makes customers consumers, or prospects feel that they are heard helps develop the confidence in the customers about the product, brand, or company. The corporate blog serves the medium of customer-generated marketing which can comfortably involve the customers into the marketing process. The information about the product, brand, company, or any other strategic or tactical moves to the customer, consumers, or prospects followed by the interactive dialogs on the information help develop a good PR on web. The blog is fast emerging as an additional communication medium and is a tool of enhancing brand visibility.
The blog also helps in finding the product evangelists who help in previewing the products, auditing and reviewing various marketing activities. The blog in addition to strengthening the product launch can also be used as an additional distribution channel. One of the biggest advantages of corporate blog is that a small export house, travel agency can become a global brand and get business without sending its executives abroad.
The corporate blog also helps corporate in talent hunts. It inspires experienced talent to take up employment with corporations. The corporate blog not only helps in the talent hunt but also help develop good relation with the prospective employees, and employees. It is perceived as the face of the corporate, which enhances its image.
Globally (read developed nations) the corporate blog is seen as one of the revolutionary tools for the marketing community. Many corporations have their external blog and others are planning to have their internal and external blogs. The days are not far when in India the corporate will join the revolution.
Braj Mohan Chaturvedi 