Advanced Search

Save Or Share This Report

For B2C Marketing Professionals

Add Sponsored Conversations To Your Toolbox

Why You Should Pay Bloggers To Talk About Your Brand

March 2, 2009

Primary author headshot

Authors

  • By Sean Corcoran
  • with Josh Bernoff,
  • Jeremiah K. Owyang,
  • Thomas Cummings,
  • Jennifer Wise

Why Read This Report

Kmart gave some bloggers a free shopping spree in exchange for a blog post about the experience — a practice we call sponsored conversation. With appropriate protections for disclosure and authenticity, this practice will take its place alongside public relations and advertising activities in the blogosphere. Marketers should take advantage of sponsored conversation as an entrée into the online conversation. To succeed, you should get to know the bloggers you plan to work with and set expectations across your organization.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Recommended Research