Word-of-mouse. Because so many people have access to electronic forms of communication, it's easy for information to spread quickly. If you have a great new product, an innovative idea or an exciting marketing strategy, you can be sure your blog readers will pass it along via e-mail to others who will pass it along, too. Soon, your marketing message has reached hundreds if not thousands or millions of people.
Speed. If something goes wrong or if you have quick-breaking news, a blog can get the word--or your response--out immediately, much faster than any other form of media.
Awareness and loyalty. Purchasers of your product can read about it, post comments and engage in discussion. You can respond. Others can comment. This personal communication can create an open, honest, trust-building dialog that will make consumers more aware, more willing to try your products and more loyal to your brand.
Feedback. Businesses can find out immediately what people think of their company, products and ideas. But be warned: This takes a thick skin, as all feedback is not positive. But if you're really willing to listen, this information can be invaluable. Better yet, feedback can be generated quickly--over days, if not hours. A blog can act like a never-ending focus group that gives a company great insights into their consumers' thoughts, likes and actions.
Community halo-effect. Overall, most bloggers are friendly, helpful (by linking to each other's sites), and eager to cooperate to make the blogosphere--the collective group of blogs--a better place. By simply being an active part of the culture, you get the benefit of the doubt and your product becomes one that bloggers will consider purchasing.