According to the article Carat Media Services is contemplating the use of blogs in its marcom services.
The main points from the article:
Carat’s interactive and digital media arm ISOBAR, active in the blog landscape in the US, the UK and some Asian markets, will soon be launched in India.
The Indian blogosphere is small compared to the US, but Indian bloggers are well-informed and highly opinionated consumers - a group whose views will have to be taken seriously because they are gradually assuming a role which might impact businesses.
India is a typical market where informed and peer-group opinion is taken very seriously. So blogs will emerge as a platform for generating collective opinion on businesses.
While a majority of India bloggers are independent groups and write about topics like politics, travel, life activities, issues like globalisation, economy and corporate practices are also being blogged about.
Some product categories - especially high value, high investment categories, like automobiles and those where word-of-mouth plays a definitive role in final purchases - will have to pull up their blogging socks soon.
To those categories I would also like to add information technology services, software and business process outsourcing and FMCG (Fast Moving Consumer Goods).
Some MNCs I know of are already expressing interest in blogging, but personally I feel that the biggest advantage of blogging will be for small businesses and solo entrepreneurs.
