Blogging as a Marketing Tool

Bc. Tutuwaa Kusi Sarpong

Bachelor's thesis

Abstract:

Blogging has become a very popular channel used by both companies and individuals to promote their products and brands. Blogs are nowadays utilized as a form of communication between companies and their customers and as a form of marketing tool to create awareness of their products. They are also used as a platform to connect with their customers. With blogs, companies can interact with their customers directly without any intermediary and directly have a feedback of the goods and services they are providing. This creates a closer connection with customers and promotes a company’s image. Individual bloggers use blogs to share their views on issues and allow companies to advertise their products on their page. The aim of this thesis is to give a clue on how blogging can be used for marketing. It gives an overview of what a blog really is, What marketing entails, blogs and their use in the marketing world and how to use social media to promote a blog. It also gives an overview of the factors which make up a successful blog and mistakes that need to be avoided. The practical part of the research is to show how an existing company utilizes blogs to connect with their customers and promote their business. This thesis will give a general information on how effective blogs are for companies and brands as a marketing tool.

Abstract:

Blogging has become a very popular channel used by both companies and individuals to promote their products and brands. Blogs are nowadays utilized as a form of communication between companies and their customers and as a form of marketing tool to create awareness of their products. They are also used as a platform to connect with their customers. With blogs, companies can interact with their customers directly without any intermediary and directly have a feedback of the goods and services they are providing. This creates a closer connection with customers and promotes a company’s image. Individual bloggers use blogs to share their views on issues and allow companies to advertise their products on their page. The aim of this thesis is to give a clue on how blogging can be used for marketing. It gives an overview of what a blog really is, What marketing entails, blogs and their use in the marketing world and how to use social media to promote a blog. It also gives an overview of the factors which make up a successful blog and mistakes that need to be avoided. The practical part of the research is to show how an existing company utilizes blogs to connect with their customers and promote their business. This thesis will give a general information on how effective blogs are for companies and brands as a marketing tool.

Keywords

Blogging, Marketing Communication, Social Media, Success and Mistakes, content, blog, company, business

Language used: English

Date on which the thesis was submitted / produced: 14. 5. 2019

Thesis defence

• Date of defence: 15. 6. 2019
• Supervisor: Mgr. Pavel Kotyza
• Reader: Ing. Pavel Rosenlacher

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication