Strategy

Leveraging blogs: A case study

I had written a post earlier on Blogs as a strategic marketing tool. I also wrote about Is this the beginning of the end of primary marketing research companies. I just wanted to highlight Dell’s blog as a case in point and one specific example of how Dell has leveraged its blog to gather customer perception.

In North America, its online store is Dell’s primary sales channel. They are now looking at expanding their sales channel to include large retail stores - such as Wal-Mart. “Dell is now working with Wal-Mart to sell Dimension E521 desktops in 3,000 stores in US, Canada and Puerto Rico.” They stated their reasons as, “Customers are asking for additional ways to purchase Del.”

There were over 40 comments at the time of writing this post. When you read the comments to this post, you will see what I mean by the “need for primary marketing companies.” Read the article here: Dell & Wal-Mart: One Small Step.

It does not have to be just the Dells of the world who can leverage Web 2.0. Even your small business can do it. What are you waiting for?