Blogs, which started out life as online diaries or journals for individuals, have become an evermore important tool for brands to communicate with clients, it has been noted.

Rachel Hawkes, editor and co-founder of web resource Social Media Portal, explains blogs are now a tool which firms can use to communicate with their audiences, rather than just to them.

She adds this can be particularly useful as it provides companies with "incredibly valuable feedback" on the extent to which a brand – as well as its products and services – are meeting their clients’ needs.

"Blogs will continue to play an incredibly important role for brands and they should be looking not only to be managing their own blog, but rather becoming part of the blogging community and contributing," Ms Hawkes concludes.

Meanwhile, sector commentator David Jackson recently wrote on E-consultancy that successful online marketers "sharpen their customer experience" by acting on feedback from clients.