Tom De Bruyne presents a good vision on a first blogmarketing initiative in Belgium. This new (for marketing and PR people) territory is a difficult one to explore. High potential yes, but also high risk.

In addition to his post I think that blogmarketing will only work with involved audiences, which probably means specific blogs that have some kind of connection with the product or service you promote. Generalist blogs who mainly discuss 'the news' and often tech-related stuff may not be the ideal environment to open up the discussion on a new consumer product. It'll end up there eventually, but rather as a 'news' item (which is OK) then as a fundamental discussion on the yes or no of your product.