September 8, 2005, 12:00 AM

Using blogs to attract new customers

To use blogs successfully as a marketing tool, retailers must be sure the content is timely and ties in to the products they are selling, says Pinny Gniwisch, executive vice president of


With traditional online marketing tools becoming more expensive, retailers are turning to alternative techniques, such as blogs, podcasts and RSS feeds. That’s the case at online jewelry retailer, which is using blogs to draw in new customers.

To be successful, a blog must have content that is applicable and time sensitive, says Pinny Gniwisch, executive vice president of marketing. For, that means creating content that links its jewelry to events in the fashion world, he says.

Gniwisch, a speaker at next week’s conference, will be one of three panelists presenting case studies in a session entitled “Alternative Marketing Case Study: What Happened When Etailers Dove into Blogs, Podcasting and RSS” at 3:30 p.m. Tuesday, Sept. 13. has found success by posting on its blog,, affordable jewelry similar to that worn by celebrities on the red carpet at such events as awards ceremonies and movie openings, Gniwisch says. A recent posting featured commentary and gossip about actresses Hilary Duff, Angelina Jolie, Kate Hudson and others.

“The interesting thing is the people we’ve gotten from this content are people who we haven’t had on our site before,” Gniwisch says. “These are totally new customers that have typed in or connected to us from other blogs that we wouldn’t have reached through regular advertising.” also operates two other and

Other scheduled speakers are Seth Greenberg, CEO of eHobbies, and Steve Spangler of


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