According to this month’s Entrepreneur magazine, consumers are 50% more likely to be influenced by blogs and emails than by radio or TV advertising. So don’t let anyone tell you that blogging or email marketing have had their day. And if you’re in the TV advertising business – or if your company depends on it because you’re a broadcaster – look to get out of that game. TV advertising is in serious decline. We are only just beginning to see what’s possible with blogs. What the Entrepreneur statistic shows us is the huge potential impact. Hence your business really will need them. Plus, if their more influential than TV adverts it means that even the humblest companies can have more impact without the need for huge budgets.
If you are a “big change” business, then you are like my garden fence. Leaving it unpainted for so long has created much more work, at a higher cost, than if it had been tended to every year. Ignoring reviews of your online activity for long periods also means you make more work for yourself and raise your costs.