The more you spend on marketing, the more your messages often seem monolithic, corporate, impersonal, and one-way — streaming out from the ad agency to the consumer with Niagara-like force. A blog is a wonderful counterpoint to this, because it’s naturally small, personal, even quirky. Research shows that consumers get tired of the smoothly polished corporate message, and may even tune it out. Conversely, they tend to perk up their ears when they detect an individual’s honest expression.
Full article: iMediaConnection: Five Reasons to Blog