Marketing Power of Blogging

Table of contents

1. 
   Introduction 4
   
   1. 
      Background 4
      
   2. 
      Objectives 4
      
   3. 
      Delimitations 5
      
   4. 
      Research Question 6
      
   5. 
      Research Method 7
      
   6. 
      Literature Review 8
      
   7. 
      Structure of the Study 9
      
2. 
   Marketing Briefly 10
   
   1. 
      Marketing in Internet Environment 10
      
      1. 
         Marketing Tools 11
         
   2. 
      Social Media Marketing 16
      
      1. 
         Social Media 17
         
3. 
   Blog and Blogging 19
   
   1. 
      What is a Blog? 19
      
   2. 
      Blog Marketing 21
      
   3. 
      Business Blogging 21
      
   4. 
      Blogging for a Profit 23
      
   5. 
      The Differences between Business Blogs and Profitable Blogs 26
      
4. 
   Marketing Power of Blogging 26
   
   1. 
      Blog Marketing Benefits 27
      
   2. 
      Blog Marketing Weaknesses 29
      
5. 
   Empirical Research 30
   
   1. 
      Questionnaire Survey and Interview 30
      
   2. 
      Analysing the Results 31
      
6. 
   Conclusion and recommendations 34
   

Figures 36
References 37

Appendices

Appendix 1 Questionnaire Survey
Appendix 2 Interview

1. Introduction

The introduction describes the background of the thesis, the main objectives and delimitations, and introduces the research questions and research method. Also the structure of the study is presented below.

1. Background

Millions of people make social media as a part of daily routine. Small and medium enterprises use social media marketing channels for advertising. Large companies build brand awareness through social media platforms. Nowadays, social media channels are very important marketing tools and blogs are not an exception. In some cases, blogging can be an independent source of profit and moneymaking opportunities of blogging will be presented in this research.

During the last few years the author has been looking for the most interesting field of marketing. In spring 2013, the author participated in a Customer Journey course – from Target Group to a Profitable Customer and later in summer 2013 in a Social Media course in Business. These courses familiarized the writer with social media marketing and inspired to study this field more.

As mentioned above, small and medium enterprises use social media as a marketing tool for promotion and advertising. The author decided to find out the general opinion of small companies about blog advertising and business blogging in the local area.

2.