The humble blog has quickly become part of the tech zeitgeist, rooting itself firmly in the modern marketing mix. Yet, while they are a great way to wax lyrical about the issues affecting an organisation, they can offer so much more.
Despite widespread popularity, many people still retain a simplistic view of blogging as merely another marketing tool.
But they are missing the potential to combine it with other online customer service activities to provide a means of gathering consumer data and allow brands to engage with customers. They give a personality to an otherwise faceless organisation.