In a recent DM News column, I apparently offended a segment of the blogging community by suggesting that perhaps blogs might be “an utter waste of time … a pure vanity publication that won’t pay you back even one thin dime for your effort.”
Here’s what all the hoopla has taught me so far: bloggers are a tight-knit community that sticks together and are rabidly enthusiastic about their medium. Many are self-described blogging “evangelists.”
Their attitude toward new and untested marketing media and channels is probably a lot different than yours and mine (I assume that you, like me, are a direct marketer).
I told virtually every blogger who said I had treated blogging unfairly the following….
“We direct marketers only care about one thing in marketing: ROI (return on investment).
“Unless a dollar spent on a marketing test returns two or three dollars in revenues, we consider that test a failure — and cut off the promotion.”
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