measuring brand awareness through blogs

i think this one is set to grow and grow…

‘Now, a growing number of marketers are using new technology to analyze blogs and other “consumer-generated media” — a category that includes chat groups, message boards and electronic forums — to hear what is being said online about new products, old ad campaigns and aging brands. Purveyors of the new methodology and their clients say blog-watching can be cheaper, faster and less biased than such staples of consumer research as focus groups and surveys.’

tools for blog-watching are also key as a next big thing:

‘Blog-monitoring services typically charge big companies $30,000 to $100,000 a year. They say their technology goes beyond basic tools, such as keyword searches or counting links from one Web site to another, both features available at no charge from online services such as Technorati.com and Yahoo’s Buzz Index.’

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