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WebTrends: Business isBlogging Blase
[August 21, 2007]

WebTrends: Business isBlogging Blase

(M2 PressWIRE Via Thomson Dialog NewsEdge)

London - Despite many businesses understanding the value of blogging,
few are doing anything about it, a recent survey from marketing
performance management provider WebTrends has revealed. The study found
that contrary to marketers' perceptions that an effective web presence
is important in achieving sales and marketing objectives (85%), many
corporations are not utilising blogs, with only 5% of those surveyed
using them on a regular basis.

When asked what type of internet-based marketing tools their
organisation uses, the responses fromthe 200 internet
marketerssurveyed revealed that conventional tools such as E-Direct
mail and Web analytics dominate, while media favourites such as blogs
and podcasts are yet to be embraced by business:

E-Direct mail- Often 46% / Never 21%

Web analytics - Often 37% / Never 26%

Web optimisation - Often 36% / Never 20%

Online competitions- Often 8% / Never 48%

Website / E-News sponsorship - Often 8% / Never 58%

Viral marketing - Often 5% / Never 63%

Blogs- Often 5% / Never 78%

Podcasts - Often 4% / Never 81%

Web seminars - Often 3% / Never 77%

"Blogging is much more than a "nice to have" in business today,"
comments Nick Sharp, VP and general manager EMEA, WebTrends. "With the
power to publish, share and influence, this new consumer movement is
impacting every aspect of the business world. Some experts predict that
businesses that are not blogging now, may not existin a couple of
year's time. In contrast, Gartner forecasts that blogging will peak in
2007, levelling offasthe number of bloggers reaches 100 million,
whenthe novelty value of the medium will wear off, and new bloggers
will offset the number of writers who abandon their creation out of

"Corporate blogs can be very effective communication tools within or on
behalf of a corporate community. Not surprisingly, morefirms are
paying greater attention to what bloggers are saying about them. A
dissatisfied customer airing negative views can damage corporate
reputation over night."

The research also investigated online marketers' satisfaction levels
with Internet-based marketing tools in terms of delivering against its
intended objectives. Interestingly despite relatively low usage,
Podcasts leapt up the chart with the medium registering the highest
levels of satisfaction, suggesting that this is one to watch for

Satisfaction with Internet-based marketing tools (NB: remaining % are

Podcasts- Satisfied 44% / Unsatisfied 18%

Web analytics - Satisfied 42% / Unsatisfied 23%

E-Direct mail- Satisfied 36% / Unsatisfied 24%

Online competitions - Satisfied 29% / Unsatisfied 23%

Web optimisation - Satisfied 29% / Unsatisfied 25%

Blogs - Satisfied 29% / Unsatisfied 27%

Website / E-News sponsorship - Satisfied 21% / Unsatisfied 29%

Viral marketing - Satisfied 14% / Unsatisfied 43%

Web seminars - Satisfied 13% / Unsatisfied 33%

Sharpe continues, "Thesurvey revealed notable levels of indifference
when it comes to satisfaction with internet marketing tools.This is a
blind-spot for business as there seems to belittle point in utilising
a tool, only tonot invest time and money towards
measuringitsperformance andwhether it can be successfully
linkedinto wider marketing objectives."

A full copy of the Dark Marketing' report is available on request.


Research Methodology

The Marketing in the Dark report was compiled from 200 interviews
conducted with persons responsible for Internet marketing strategy at
companies with over 500 employees and a reliance on online marketing
communications or online transactions. The research was commissioned by
WebTrends and undertaken by Loudhouse Research (,
an independent consultancy based in the UK.Interviews were conducted
by telephone duringJanuary 2007.

About WebTrends

As the acknowledged global web analytics market leader for more than
twelve years, WebTrends is now leading the category into Marketing
Performance Management. With an uncompromising focus on delivering the
most accurate and actionable metrics, WebTrends enables thousands of
web-smart organizations to easily improve campaign performance and web
site conversion as well as build stronger relationships with their
customers. WithWebTrends Marketing Lab, the company stands alone in
offering comprehensive, flexible and scalable web analytics as well as
sophisticated, on-the-fly data exploration and customer targeting
solutions for relationship marketing. Companies such as Microsoft,
Ticketmaster, IKEA, Reuters, General Mills, US Bank and more than half
of the Fortune and Global 500 rely on WebTrends as their trusted
standard, not only for the award-winning technology, but also for a
full range of consulting services and unmatched industry expertise
across the broadest range of vertical markets. Through software and
on-demand options and a full range of data collection methods,
WebTrends is unique in its ability to meet any analysis objective with
leading data integrity, privacy and security best practices. For more
information, visit


WebTrends, WebTrends On Demand, WebTrends Analytics, WebTrends
Marketing Lab, and WebTrends Marketing Warehouse are trademarks or
registered trademarks of WebTrends Inc. in the United States and other
countries. All other trademarks mentioned are the property of their
respective owners

CONTACT: Thomas Flisher / Jo Storrier, Octopus Communications (for
Tel: +44 (0)845 3700 655

((M2 Communications Ltd disclaims all liability for information
provided within M2 PressWIRE. Data supplied by named party/parties.
Further information on M2 PressWIRE can be obtained at on the world wide web. Inquiries to

Copyright 2007 M2 Communications Ltd.

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