Being the descendant of web log, blogs are entirely user-generated. Since its origin in mid-1990s, it acted as a true democracy at work. This was because it empowered individuals to get around the filters of mass media communication and push their messages directly to the public. Modern marketers are now (mid-2000s) focusing on how they can capitalize on the interests of bloggers and the widespread hold of blogs on the web, to enhance their businesses. And with time blog marketing has become a prerequisite phenomenon that cannot be ignored by marketers. The article deals with how marketers can go ahead with their plans of blog marketing, its prospects and challenges of using blogs as a marketing concept.

A blog is basically a combination of the words "WEB LOG", and is purely user-generated. A blog is like a true democracy at work, where anyone can say anything to anyone. It is known to circulate information as fast as scandal-mongering and lingers on the web forever. A typical blog combines text, images, links to other blogs, web pages and other media related to its topic. Ever since its launch in 1999, blogs have reshaped the web and enabled millions of people to connect with others.1 To start with, blogs were very few in number, but with almost 40,000 new blogs popping up each day there are millions of them on the web now.2 Early blogs were just manually-updatable comments on commonly-used websites whereas the modern blog is one where people keep updatable accounts of their personal lives or any topic of their interest.

Many people blog just to get around the filter of mass media and push messages directly to the public. By 2001, blogging became such a widely-noticeable phenomenon that how-to-do manuals for blogging began to appear on the net. Soon the levels of blog's relation with the society increased so rapidly that even established schools on journalism began researching on blogging. Further, with blogs bringing a change in the way readers access information, the main stream media like the Fox News and the Reuters are also judging their content based on the number of incoming links to the sites.

Marketing Mastermind Magazine, Blog Marketing, Modern Marketers, Mass Media Communication, Blogging Software, Organizational Goals, Marketing Strategy, Blog Advertising, Customer Relationship Management, Economist, Marketing Expenditure, Corporate Blogging.