Personal Blog Marketing

Personal Blog Marketing

Dilip S. Mutum (Coventry University, UK) and Ezlika M. Ghazali (University of Malaya, Malaysia)
Copyright: © 2014 |Pages: 7
DOI: 10.4018/978-1-4666-4864-7.ch002
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This chapter looks at the commercialization of personal blogs and also defines some of the key terms that have emerged as a result of this phenomenon, including “sponsored posts.” Despite their importance, the authors feel that not enough attention has been paid by academics to the development of marketing in the blogosphere. The chapter also examines the concerns that marketing communications on blogs may be contributing to the shadow economy around the world. The uniqueness of this new form of advertising medium is emphasized, and it is hoped that this chapter will also add to the understanding of why the study of blogs and their commercialization is absolutely essential.
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Blog Commercialisation Modes

Right now there are various commercialization modes available to bloggers (Table 1). The earliest forms of advertising to appear on blogs were the graphical banners and text ads. In this respect, Google or more specifically the Google adsense program, has been the market leader for contextual advertising solutions (Evans, 2008), where targeted advertisements are automatically displayed based on the content on the blog. An increasing number of companies are also launching affiliate marketing programs. Amazon Associates is said to be the most popular and successful affiliate program. Payment is usually commission based and on a cost-per-acquisition (CPA) basis whereby visitors from the ads on the blog leads to a sale or conversion.

Table 1.
Various blog commercialization modes
          Mode          Description
Display advertisingIn the form of banners, buttons or rich media, such as interactive videos.
Text link advertisingSpecific key word/s on a site linked to another website.
Sponsored posts, paid posts and sponsored reviews.Promoted entries or posts which contain links that point to the webpage or specific product pages of the website of the sponsor.
Direct sales/auctionsSale and/or auctions of products or services directly on blog.
OthersEmbedded YouTube videos, content available on subscription, etc.

Complete Chapter List

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Editorial Advisory Board and List of Reviewers
Table of Contents
Ozgur Cengel
Ali Ghorbani
Chapter 1
E-Service Marketing  (pages 1-8)
Ali Ghorbani, Emel Kursunluoglu Yarimoglu
In the cyber era, the extension of the information economy and electronic networks has caused the shifting of the economy from goods to services and... Sample PDF
E-Service Marketing
Chapter 2
Dilip S. Mutum, Ezlika M. Ghazali
This chapter looks at the commercialization of personal blogs and also defines some of the key terms that have emerged as a result of this... Sample PDF
Personal Blog Marketing
Chapter 3
Virtual Marketing  (pages 16-36)
Grzegorz Mazurek
For the last two decades, virtuality and virtualization processes have been considered as developing phenomena in management studies, particularly... Sample PDF
Virtual Marketing
Chapter 4
Amandeep Takhar, Pepukayi Chitakunye, Ziska Fields
This chapter seeks to extend current knowledge relating to innovative methods in marketing. The authors consider the significance of SMS marketing... Sample PDF
SMS Marketing: An Emergent Trend within SMEs
Chapter 5
Babak Sohrabi, Amir Khanlari
Public administration has been challenged by “new public management” and “government redesign” paradigms. In addition, the relationship between... Sample PDF
G2C Marketing: Dimensions and Functions of ZRM
Chapter 6
Gisela Demo
Given the strategic relevance of Customer Relationship Management (CRM) as a way to improve customer relations in the cyber era and also the lack of... Sample PDF
B2C Market: Development of a CRM Scale
Chapter 7
Tymoteusz Doligalski
This chapter reviews the specific character of marketing in Internet social networks from three different perspectives. The first concentrates on... Sample PDF
Social Network Marketing: Customer Value, CRM, and Competitive Actions
Chapter 8
Sujana Adapa
Tourism is an important service sector in many countries across the world as this particular sector generates significant amounts of revenue that... Sample PDF
Tourism Marketing: Opportunities and Challenges of Online Modes
Chapter 9
Emel Kursunluoglu Yarimoglu
Internet has become one of the strongest components of commerce. The number of online customers continues to rise day to day and satisfying them is... Sample PDF
Online Customer Experience
Chapter 10
Wilson Ozuem, Geoff Lancaster
Despite a proliferation of a number of studies on service failures and recovery in e-service settings, there is a paucity of knowledge of ways in... Sample PDF
Recovery Strategies in On-Line Service Failure
Chapter 11
Ali Shahnazari
Muslim and Islamic marketing is very important on the global level. This chapter investigates Muslim's food market. In the first section, the... Sample PDF
Halal Branding: A New Trend in Islamic Marketing
Chapter 12
Manuel Alonso Dos Santos
This chapter introduces and informs the reader about the new technologies used in the world of sports through their actors: players, athletes... Sample PDF
Sport Marketing: Cyber Strategies for Clubs and Events
Chapter 13
R. Gulay Ozturk
In today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This... Sample PDF
FRIENDVERTISING: A New Advertising Strategy in Social Network Marketing
Chapter 14
Noorshella Che Nawi, Arthur Tatnall, Michelle W.L. Fong
Consumers worldwide are showing great interest in e-commerce and many believe that e-commerce plays a significant part in the global economy.... Sample PDF
Online Customer Satisfaction at Point-of-Purchase and Post-Purchase Phases
Chapter 15
Shirin Alavi
This chapter seeks to impart understanding of cross-cultural management, so as to be able to relate it to managerial activity in the new geoeconomy.... Sample PDF
Cross-Cultural Management: A New Strategy for CEM
Chapter 16
Fatemeh Jafarzadeh
In recent years, the excellent status of tourism industry and its role on social-economical development has caused more attention to be paid to... Sample PDF
Climate Information Sources (CISs) and Tourist Satisfaction
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