The growing popularity of blogging presents a number of opportunities for companies looking to launch internet marketing campaigns, it has been claimed.

According to a new report from eMarketer, blogging now comes in many forms, including standalone blogs, blogs on social networks and those on e-commerce and mainstream media sites.

"This blogging activity presents new opportunities for marketers to influence – and monitor – conversations that may be relevant to their businesses," said Paul Verna, senior analyst at eMarketer and author of the report.

Research from eMarketer shows that 14 per cent of web users in the United States have a blog that they update at least once a month. By 2013, this is expected to rise to 17 per cent.

The number of people reading blogs is also expected to rise significantly, from 49 per cent of US web users now to 58 per cent by 2013.

Meanwhile, the Internet Advertising Bureau found recently that 16 per cent of social networking users are put off by irrelevant advertising.

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