The Advertising Research Foundation (ARF) conducted a webcast presentation yesterday called "The Blogging Boom: Impact and Influence in the Advertising World," which was moderated by Pete Blackshaw, CMO, Intelliseek.

"Marketers like to fixate on rational drivers but the blog platform is becoming a solution center based on emotional drive," says Blackshaw.

The ARF found that up to 50 percent of online teens have authored blogs. Marketers, according to the presentation, should reach out to this audience and let them express their opinion.

The presentation also discussed blogging's impact on brands such as the blog Jeff Jarvis started when he had trouble with his Dell laptop.

"Brands are starting blogs to communicate with the consumers to create and establish something very important: trust," adds Blackshaw.