Businesses could benefit from using a blog as a direct marketing tool, it has been claimed.

Nick Baggott, founder of Navigate Consulting, said blogging can be an excellent opportunity for firms to put a unique viewpoint across and truly interact with their customer base.

He commented: “Think of ‘thinkers’ and ‘linkers’. A thinker will write infrequent but long and considered thought pieces. A linker will refer their readers to other sites, research and blogs that he or she thinks will be of interest.”

Mr Baggott added that each of these elements can be vital in building up a readership and getting a company message out there.

According to a recent report from eMarketer, corporate blogging has “gone mainstream”, becoming fully incorporated into media and marketing campaigns.

It found that 34 per cent of US companies presently use a blog for marketing purposes this year, a proportion that is forecast to grow to 43 per cent by 2012.