Marketers scan blogs for brand insights
Wall Street Journal, June 2 3, B1
'marketers say bloggers' unsolicited opinions and offhand comments are a source of invaluable insights that are hard to get elsewhere.' however, 'In the cacophony of trivial', 'useful nuggets have been hard to find'.
Umbria communications, a boulder, company that iams to identify demographic groups online based on theri speech patters and discussion topics, help U.S. Cellular group to discover teens' anxiety' about exceeding cellular munites and incoming calls that pusing minutes up.
Intelliseek's blogpulse', a part of P&G based in Cincinnati, find mentions of 'Natalie Portman' surged beofore the release of Star Wars which indicates the effect of pre-release marketing.
MotiveQuest, an Evenston firm has clients like Motorola and Citigroup. David Rabjohns, the presidents calls the field of blogwatch 'online anthropology' and he regards his firm as 'almost a mouthpiece for the consumer'.
other parties mentioned in the story include Edelman Chicago, walter of Northeastern University who studied 'word-of-mouth' communication and marketing, Technorati and Yahoo's Buzz Index.
'marketers say bloggers' unsolicited opinions and offhand comments are a source of invaluable insights that are hard to get elsewhere.' however, 'In the cacophony of trivial', 'useful nuggets have been hard to find'.
Umbria communications, a boulder, company that iams to identify demographic groups online based on theri speech patters and discussion topics, help U.S. Cellular group to discover teens' anxiety' about exceeding cellular munites and incoming calls that pusing minutes up.
Intelliseek's blogpulse', a part of P&G based in Cincinnati, find mentions of 'Natalie Portman' surged beofore the release of Star Wars which indicates the effect of pre-release marketing.
MotiveQuest, an Evenston firm has clients like Motorola and Citigroup. David Rabjohns, the presidents calls the field of blogwatch 'online anthropology' and he regards his firm as 'almost a mouthpiece for the consumer'.
Blog-monitoring services typically charge big comanies 30,000 to 100,000 a year.
other parties mentioned in the story include Edelman Chicago, walter of Northeastern University who studied 'word-of-mouth' communication and marketing, Technorati and Yahoo's Buzz Index.
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