The Marketing Agency Talk

Off-line and online marketers should not shy away from blog advertising to promote awareness and sale. A blog is now no longer seen as a mere electronic diary. A credible blog is a good source of information. I’m sure you found yourself landed on someone’s blog when you ‘google’ for work and leisure.

With blogging getting more and more popular, smart marketers leverage on them by inviting popular bloggers to write reviews on their product and services. In exchange, they were offered fees or products or both. Very quickly, entrepreneurs saw this as an opportunity and paid post brokering as a business bloom and flourish. Paid post brokers are the bridge between marketers and bloggers. They matched the right blogs to the right advertising.

Bloggerwave is one of them. Bloggerwave, a Danish set-up established in March 2006 had received initially received bad reviews on it’s sluggish payment. Many bloggers lamented in their blogs that it took months to received payment. Some said bad publicity is better than no publicity. Not quite, especially when it is about monetary issues. I thought Bloggerwave was proactive in addressing the sensitive issue. It issued a statement on 6 January 2007:

We apologize for the delays in the payment process which has been subject for discussion on a number of blogs – the delay was external and not directly under our control or caused by our system. This is not an excuse as it our responsibility to make sure that you are paid on time and in accordance with the agreement. We further apologize for any inconvenience that could have been caused to you as a result of the delays. We are now looking at various options to have a backup payment system in place to ensure you receive an improved service from bloggerwave.com.

We are about to fine-tune several things at bloggerwave.com so we can meet the growing expectations by our advertisers and bloggers and you will witness these improvements over the coming weeks and months.

Not only did they published the statement on its website, it was also emailed to the members on 6 January 2007. This is good crisis management. Contain and control the fire before it spread further and cause more damage. I applauded Bloggerwave for it’s wise move. Probably because it had taken the necessary steps to allay the concerns and doubts of marketers and bloggers that more advertisers are partnering Bloggerwave now. It recently launched an opportunity by Coke Zero. If the soft drink giant, Coca Cola, can go with Bloggerwave, it could only mean that Bloggerwave’s credibility is back. So marketers, check Bloggerwave out.

If you are a blogger, do consider joining Bloggerwave. So far, it is the only paid post broker I know that did not restrict the number of opportunities you can take up. Go read it’s point 12 at the FAQ. I just wonder why this USP is not played up more prominently as it’s competitors restrict to 2 posts a day or 10 posts a month. Anyway, getting paid is not the only incentive. It offers you an opportunity to visit new websites, learn new thing and gain new insights that you would not otherwise know.