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On February 14, Google China announced its Chinese official Blog: "Google Blackboard Newspaper"; and on June 6, Yahoo China put forth its Chinese enterprise blog Ysearchblog.cn to provide an interactive platform for search users, especially high-end users.
So far, the two global search giants Yahoo China and Google have set up their own enterprise blogs in China via the avant-garde transmission mode -- blogging and have some loyal users attracted and captivated gradually.
Analysts believe that the opening of the enterprise blogs symbolizes that the two search giants have plunged themselves into the field of cultural marketing. Behind such a phenomenon, there underlies a contest between two kinds of search concepts.
It is reported that enterprise blogs have entered mainstream businesses abroad. Companies like Microsoft, Sun Microsystem, Boeing have taken their respective enterprise blogs as an external interaction and communication channel to enhance customer relationship and ameliorate corporate images. But in China, the picture for corporate blogs seems to be quite obsolete in comparison with the booming personal blogs, despite the fact that Bokee.com, Yesky.com, Cyworld.com have provided blog platforms for enterprises. Many manufacturers either lack interest in blog or use it as a PR outlet.
However, the appearance of Ysearchblog.cn and googlechinablog.com brings a breath of fresh air to China. Internal staff and volunteers voice opinions about certain technology and share personal experiences and feelings on the blog, thus animating the dull surface of the enterprise blog.
According to American Marketing Association, the value of the enterprise blog mainly lies in enhancing customer relationship, reinforcing brand image, testing product concepts and establishing pubic relations.
With the development of creative marketing in all sectors, blog marketing is now not only product or brand marketing but also cultural marketing. As a typical application of Web2.0￡?the distinctive feature of blog lies in individualization and interactivity. Unlike corporation management websites, blog's individualization stigma and its feature of random make it easier and faster to establish and transmit corporation culture.
The focus of googlechinablog.com is to release news, reports or thoughts concerning relevant products￡?technologies and corporation culture. But it does not support comments from external users. On the contrary, Ysearchblog.cn underscores the idea of "discovering, use, sharing, and extension". It enables both message issuance and instant comments and replies, which brings the enterprise blog back to individualization and interactivity, what Web2.0 applications advocate.
The enterprise blog hasn't become part of business mainstreams in China. However, with the global search giants like Yahoo.com and Google.com taking the lead and achieving initial success, more and more enterprises will choose blog as a new marketing channel to promote the marketing of their technologies, products and even corporate culture. In this respect, Yahoo.com and Google.com will provide valuable cases for blog marketing.
Editor: Yan
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