Micro Persuasion: UPS Marketing Exec Says Blogs Overhyped

Friday, June 10, 2005

UPS Marketing Exec Says Blogs Overhyped

Writing in iMedia Connection, Robert Manning, Director, Interactive Communications for UPS, basically says blogs are over hyped and that marketers need to stop chasing them. He urges a return to the fundamentals. In the process, he takes a swipe at blogs...

"What I love about blogs is the authenticity of voice, how they further democratize web publishing, and how they provide more relevant information through contextual links. What concerns me about blogs is the signal to noise ratio -- do we really need all these niche, special-interest blogs, or will it become increasingly difficult to find relevance amidst the seas of personal web journals (or diatribes) without much to offer the broader constituency?"

Clearly UPS isn't going to blog anytime soon. FedEx, I would get into motion today. You now have a competitive advantage.

Posted at 08:16 AM in Marketing, Weblogs | Permalink

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/t/trackback/12807/2623956

Listed below are links to weblogs that reference UPS Marketing Exec Says Blogs Overhyped:

» UPS interactive communications director: blogging is not fundamental from Marketing Technology
In an opinion piece at iMedia Connection, UPS' director of interactive communications, Robert Manning, urges digital marketers to stop chasing fads such as blogging without first focusing on the fundamentals of digital marketing and identifying the inh... [Read More]

» Business Blog Adoption Process; Blog Bashing Continues from Radiant Marketing Group
Visualize a bell curve, then follow my logic for a moment. I'm about to discuss what's known as the Adoption Process as it applies to the use of blogs for business. First you have the Innovators. They create new ideas/technologies/concepts. They com... [Read More]

» Robert Scoble vs. UPS from The Post Money Value
The hotel has free wireless as do two nice cafes here in Denmark. Taking advantage, I'm catching up on my reading. I've been hanging out with groups of people from Reboot7, wandering off and discussing new ideas for companies. The value of this can't be [Read More]

» UPS guy says that blogs are overhyped, but he's on top on Google from Gadgets, Software
[Read More]

» UPS vs. FedEx in the Blogosphere from hyku | blog
Much talk about UPS marketing exec Robert Manning's comments about the blog-hype. Or perhaps noise according to Ross. Steve Rubel felt FedEx could use this as an advantage. From reviewing my blog stats I can draw two very un-scientific conclusions:... [Read More]

» Perfect opportunity for FedEx to embrace FedEx box “hack”. from Weblogs Work
This afternoon I ran across a website about a guy named Tom who did not have any furniture. He ordered FedEx boxes (for free) and built FedEx furniture for his apartment. My first reaction was to assume that whenever FedEx sees this website they wil... [Read More]

» FedEx decided to threaten the FedEx Furniture guy instead of promoting the gag… from Weblogs Work
Remember the FedEx Furniture guy? The site is down dead and alas the FedEx Furniture guy is gone. Too bad FedEx didn’t turn this lemon into lemonaid. Previous entry. Dead link. As Steve Rubel might suggest, “Call UPS and tell them t... [Read More]

» Fortune 500 Corporate Blog Review: FedEx from The Net-Savvy Executive
The Fortune 500 Blog Project is a new group writing project to find and review official blogs of Fortune 500 companies. I was thinking about a company to review and just discovered that it's been claimed since I looked. Guess... [Read More]