Blogger Marketing Plan
Marketing Plan for Blogger, a Subsidiary of Google
Situation Analysis
Social media in general and bogging specifically continues to experiences exponential growth, with projections of nearly 140 million blogs being indexed by Technorati within the 2012 -- 2013 timeframe alone. The rapid growth of all blogging platforms is a strong source of growth for Blogger.com, a blogging platform acquired by Google in 2003. As all blogging platforms have a fundamental business model based on advertising revenues, Blogger is in position to be one of the most profitable given its integration to the highly profitable Google AdSense and AdWords programs (Bonson, Flores, 2011). In this section the current situation, performance, market demand, competition and market demand are assessed.
a) Current Situation
At present there are 133 million blogs indexed by Technorati, with the figure projected to increase by 7 million over the latest calendar year, with 346 million readers yearly, according to ComScore (Nuria, 2011). This equates to 77% of all Internet users reading blogs, encompassing 81 languages (Nuria, 2011). Taken together these figures show very significant growth opportunities for Blogger.com for the long-term.
b) Current Performance
Based on an analysis of the filings Google has made with the Securities and Exchange Commission (SEC) in their forms 10K and 10Q the number of active accounts Blogger.com has today is approximately 39 million users (Google Investor Relations, 2012). Google estimates that 67% of all traffic is from inside North America, with soccer being the most popular sport blogged about, also the one subject that generates the majority of traffic globally (Google Investor Relations, 2012).
c) Market Demand
Google has found that the business blogs generated nearly 87% of all AdSense revenues on their sites, with personal blogs, predominantly on sports and hobbies including cooking, generating the remaining 13% (Google Investor Relations, 2012).
The following graphic from emarket.com shows the percentage of companies who are already blogging and who plan to initiate a formal blogging program this year. Corporate bloggers are predicted to be the majority of revenue opportunity for blogging advertising-based revenue (Bernoff, Li, 2008).
d) Competition and Industry Attractiveness
According to both Google Investor Relations and Technorati, Blogger has 39 million subscribers globally, with Wordpress having 86 million active subscribers today according to Source: Technorati.
Figure 2: Which Blogging Platform Do You Use?
e) Share Performance Metrics
Share performance metrics are based on time spent on Blogger sites created and reading content, using the comScore methodology, which is considered the industry standard (Google Investor Relations, 2012).
Customer Value & SWOT Analysis
Individuals are the most prolific bloggers, with the majority of traffic on Blogger.com being attributable to sports (37%) and food (18%) (Google Investor Relations, 2012). Using Quantcast.com to analyze the demographic profiles of the Blogger.com customer base, Figure 3 illustrates they tend to be in the 25- to 34-year-old age segment, male, with graduate degrees earing $150K or above. The audience likes are also shown along the lower part of the graphic.
Figure 3:
Quantcast Analysis of Blogger.com Customer Base
Source: Quantcast.com
Marketing Strategy
f) Strategic Marketing Plan
Concentrating on the business blogging segment of their customer base, Blogger will be able to attain not only greater reach and stability of their subscriber base, but also greater revenues as well (Hoffman, Fodor, 2010). The projected return per business blog in AdSense revenue is $37,728 per year, and this assumes a median traffic level of 144,000 visits per year. Google is finding an inverse relationship between the amount of blog traffic for consumer sites (food, sports, hobbies) relative to revenue. The business blogs generate exponentially greater revenue due to their highly specific focus and targeted messaging (Sprague, 2007). Business blogs are also part of an overarching multichannel strategy on the part of companies who more effectively promote all content platforms (Quish, 2010). Google has found that the pace of growth for business blogs is exceptionally fast compared to those from consumers and hobbyists, as the integrated marketing communications strategies fo companies act as accelerators of blog and overall AdSense revenue growth (Moorman, 2011). Google's Blogger.com platform also needs to accelerate each of the areas shown in the graphic to the right. This illustrate the overall approach organizations are taking at integrating social media into their overall marketing strategies.
Figure 4: Analysis of Social Media Channels
Source: (Google Investor Relations, 2012).
h) Market Share Objectives
According to both Google Investor relations and comScore, Google Blogger has
30% market share (Google Investor Relations, 2012). With an increased focus on the business blogging market with enhanced templates, more effective integration to CRM systems including Salesforce.com and additional software applications, Blogger could achieve a...
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