Padd Solutions

Constantly on the outlook for amazing employment opportunities, many 2010 Graduate Programs require an extensive amount of preparation before applications are processed. One such example is for a media agency located in Melbourne that required several mini-essay responses to some topical issues. Below is a copy of one of my personal responses to the issue of the age of the internet and how it assists or hinders new age marketing.

"As we head into 2010, in retrospect, we can look back and just imagine what the future holds. No longer is the internet only for profitable businesses and international conglomerates; welcome to the world of citizen blogging. Some have only several followers but others with a readership of thousands, however, both essentially create and distribute brand messages to an audience.

While citizen bloggers’ positive or negative reviews may promote or destroy particular brands, the harnessing of their power is by no means incomprehensible. Treated similar to other marketing channels, organisations will gain a more favourable view if they approach this emerging and transparent communication method with an open mind. Through encouraging employee participation in intranet blogs and offering RSS feeds on company achievements is a small step in the journey of accessing blog readers around the globe. While it is currently difficult to segment and analyse market trends it doesn’t mean this ever-growing audience should be ignored.

It must also not be forgotten online transparency is not necessary a negative evolution for businesses but instead an opportunity to increase synergy by integrating marketing channels. By ensuring the same brand messages are advocated through print publications, online multimedia and stakeholder contacts, trust in these messages is increased.

In conclusion, with technology rapidly evolving no serious business or organization can refuse to acknowledge the importance of emerging key stakeholders such as citizen bloggers and their readers. True, they may not supersede the relevance of more primary stakeholders, yet their influence must be considered in communications campaigns to ensure message consistency and increase each brand, and the organisation’s, value."