Further Proof That Blogs Rule The World
Below is a MRR and PLR article in category Internet Business -> subcategory Blogging.
Further Proof That Blogs Rule the World
Introduction
Wal-Mart is a polarizing topic; no one I’ve met feels indifferent about it. To start, Sam Walton is one of my heroes. Despite his immense wealth, he remained humble, driving a pickup to work and often bringing his dog along.
Personal Choices and Wal-Mart
I personally avoid Wal-Mart. I prefer buying American-made products, which isn't easy there. I’d rather visit my friend Dan Sorrentino at Newtown Hardware for essentials than wander through a vast store to find someone I don’t know. However, I know many who frequent Wal-Mart. Interestingly, Wal-Mart runs an affiliate program through LinkShare, and they have their own blog, Wal-Mart Facts.
Wal-Mart's PR Challenges
As the world's largest retailer, Wal-Mart often faces criticism for its employment practices and corporate policies. Being on its PR team must be demanding. According to the Strategic Public Relations Blog, Wal-Mart is working to improve its public image by hiring Edelman, a reputed PR firm in Chicago.
The Action Alley Initiative
Edelman and Wal-Mart launched a program called Action Alley, which Modern Marketing describes as Outside-In marketing:
Traditional marketing focused on creating central messages to send out. This Inside-Out approach relied on internal resources like media and design teams to shape brand images.
However, consumers now filter advertising through PVRs, ad blockers, SPAM filters, and more, making this approach less effective. Companies are exploring new strategies, such as Open Source Marketing, which applies the collaborative values of the Open Source Movement beyond technology.
This Outside-In approach recognizes that consumers often generate influential content and insights about a brand outside the company. Businesses need systems that allow them to engage with this information.
For instance, potential hotel guests may trust customer communities like virtualtourist.com more than official hotel websites.
The Challenge for Marketers
Having been around marketing professionals, I know that outside-in marketing can be intimidating because it means relinquishing control over the brand and message. Instead of pulling levers, they must observe and respond.
Wal-Mart and the Blogosphere
Wal-Mart's marketing team recognized the impact of bloggers on their brand. They initiated Action Alley to encourage positive content from bloggers. For example, as reported by The Motley Fool, Brian Pickrell wrote a blog post criticizing Maryland's decision to dictate Wal-Mart's employee health insurance. His post allegedly resembled a press release from Edelman.
The Power of Blogs
Some believe Wal-Mart is secretly feeding stories to influential bloggers?"a common PR tactic. The controversy underscores the reality that a company earning $30 million daily recognizes bloggers’ influence, though not necessarily their compliance.
Conclusion
Bloggers aren’t easily swayed. We may use marketing content, but only if we genuinely agree with it. Despite skepticism from purists, there’s no harm in this.
Collectively, we bloggers have the power to influence major entities like Wal-Mart.
Indeed, Blogs Rule.
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