Ida Eldh och Christina Jansson

The use of marketing in blogs and how to make it more efficient

Abstract

The growth of social media has changed a lot in today’s society. Individuals use the media daily to keep in touch with acquaintances, share information and to get inspiration. Companies have noticed this and are now using the platform to reach existing and potential customers. One area that has been used for this purpose increasingly the last few years is the blog platform where advertising companies have the opportunity to obtain a direct contact with the blog readers through advertising campaigns in forms of advertisements or cooperation’s with bloggers. This paper examines how blogs are being used for marketing and how to make the advertising more efficient. To examine this, the report’s emphasis is on how media companies involved in blog advertising works. A blogger and the blog’s reader’s views on advertising are also discussed.

There are many well-established methods that can measure the statistics of an advertising campaign, but they do not always show a real value due to the addition of many other factors that cannot be measured. The result from the survey shows that advertising companies must adapt their advertising further to reach out to more blog readers, who in turn are susceptible to advertising if it reaches them in a suitable way.