Bentley College Marketing- Honors

This blog is for MK 402-H01 and the greater Bentley College population.

Wednesday, February 22, 2006

Blogs: The Next Age of Enlightenment

Kathy Sierra’s blog post “Naked Conversations on A Bus” is about her views on blogging. She notes that reading the book Naked Conversations made her realize that her belief in the power of blogging (something which she is intensely connected to now) has come only in the last 6 months. She says that blogs, once thought to be a silly waste of time and not yet even recognized by the dictionary, have now become widely used and wildly popular. Kathy claims blogs have become a staple of life because technology makes them so easy to start and maintain. All of this matters because it offers a simple tool for people to get their ideas heard, which means that no matter how out there your idea is you can find a population of people to support you. As Kathy writes, “Blogs are helping churches that suck at marketing, epileptics (like me) learn from others with the same disorder, and a guy who does chicken cartoons on yellow sticky notes find an audience.” This insanely simple tool can have a huge impact, which is applicable to not only individuals but also businesses. Therefore, Kathy adds, “Blogs let the ‘little guy’, from a cowboy horse whisperer, or a geek who can make your life a little simpler develop a global microbrand. That means they can keep doing what they love--what they're passionate about--rather than, say, working 60 hours a week elsewhere and leaving no time for doing the things that help teach, inspire, or entertain the rest of us. Because of blogs, the lone programmer or writer can create something that others will find (and potentially pay for), so the lone author can keep doing it. It means the little guy who can't out-spend the competition, can out-teach (through his blog) the Big Guys.”By this principle, blogs are the ultimate marketing tool because all an individual or business has to do is put an idea out there and let it spread. Kathy talks about how one person reads and article or has an idea or creation and blogs about it. People then read that blog and blog on it. More people blog on the blog reporting on the original blog, and so on and so forth. Then, before anyone knows it, the idea had spread like a wildfire. Therefore, without having to spend any money (or a minimal amount of money) a huge influence can be created. The result is not just important for profit motives, but also in terms of idea preservation. In a sense blogs could be responsible for the next age of enlightenment.
This blog relates to the idea of marketing non-tangible aspects for the benefit of doing so in and of itself. Usually when people focus on marketing non-tangibles they are usually talking about marketing consulting services, political ideas, religious doctrine, etc. but the blog post “Naked Conversations on a Bus” focuses on the emotional aspect of unconditional marketing. Kathy seems to illustrate the idea that there can be marketing for the sole purpose of making people happy, confident, and generally healthier and more connected. The mention of bringing epileptics together via blogs so they can interact with people who are experiencing the same daily issues is an example of unconditional marketing. The person setting up and censoring the blog has nothing to gain from people sharing their experiences.Additionally, blogs designed to assist small businesses and individual entrepreneurs provide a means to avoid the risk usually associated with going out on a limb and offering up ideas. Instead, Kathy points out that there is much less risk associated with blogging because people can post ideas and leave them for others to view at their leisure. There is no direct contact, and yet there is contact enough to make people lend their minds in an attempt to understand something new and try it.
The main idea that I took away from Kathy Sierra’s post was the way that one blog post can create a wave of further discussion. Initially I wondered how much this was true, and then I realized that Kathy was blogging about a book, and I am blogging on her blog. I would be willing to bet she is not the only one blogging on the book, and that I am not the only one blogging on her blog. But it doesn’t even stop there. I know for a fact that other Bentley community members and other marketing bloggers are reading this . As I try to wrap my thoughts around this my head begins to spin a little because blogs have already and will continue to achieve an immortality that so many authors, philosophers, and the like could only dream of in the past.
I was encouraged by Kathy’s post because she recommended that people keep blogging no matter what. Her point was that the scope accomplished through the butterfly effect of blogging is immeasurable, and therefore should not be discounted. She says that the sheer abundance of blogs recruits more people and encourages the practice. The fact that Kathy herself was a blog disbeliever in the recent past and now is so connected to it and gets so much out of it makes this point perfectly.

Go here for the original blog.


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