According to JupiterKagan’s “Corporate Weblogs: Deployment, Promotion, and Measurement” report, 35% of big companies will create corporate blogs this year. By the end of 2006, 70% of corporate websites will contain blogs.
In spite of the expected growth, the report also found that more than half of all corporate executives spend less than $500,000 on corporate blogs. “Site operators should leverage existing Web content management best practices and functionality to decrease total cost of ownership, promote unified branding and increase site security,” said Jupiter analyst Greg Dowling in a statement.
The study also found that only 32% of marketing execs use blogs to generate word-of-mouth. “By engaging prospective customers in active dialogue, companies can showcase their expertise and domain knowledge, creating a forum for communication of their strategies and visions,” added JupiterKagan president David Schatsky.
The “Corporate Weblogs” study examined how companies use blogs to generate word-of-mouth, how much companies spend to implement blogging systems, and what the corporate blogging best practices are.
JupiterKagan is a result of this year’s merger between JupiterResearch and Kagan Research. They specialize in subscription-based reports and research about media and telecommunications in the U.S. and Europe.