New York—The number of companies using blogs for marketing purposes will increase to 43% in 2012, according to a report released by research company eMarketer. This year, eMarketer estimated, about 34% of companies will use blogs as marketing tools, up from 16% in 2007.
“Studies have shown that marketers perceive blogs to have the highest value of any social media in driving site traffic, brand awareness, lead generation and sales—as well as improving customer service,” Paul Verna, eMarketer senior analyst, said in a statement.
EMarketer also said that smaller companies tend to embrace blogs at higher rates than larger companies. “This might be because larger, public companies—particularly in industries such as pharma and financial services—have more legal, logistical and regulatory constraints than smaller firms,” Verna said.