Compare and contrast corporate blogs and noncorporate blogs and discuss how they can be incorporated into a company's promotion mix.

Question

What will be an ideal response?

Answer 1

Corporate blogs are sponsored by a company or one of its brands and maintained by one or more of the company's employees.  They disseminate marketing-controlled information and are changed frequently, so it is more dynamic than other communication channels.  In contrast, noncorporate blogs are independent and not associated with the marketing efforts of any particular company or brands, so they function much like nonmarketing-controlled information.  They provide a source of information and opinion perceived to be independent and more authentic than a corporate blog.  Corporate blogs allow marketers to personalize the feedback channel by opening the door for direct conversation with consumers.  However, because there is no control over noncorporate blogs, there is a chance that comments and postings will be negative. Corporate blogs create a direct, personalized feedback channel for masses of consumers, but noncorporate blogs represent an indirect personalized feedback channel.