To reach their targets, brand managers know they have to increase their presence where potential customers are spending time. Brand managers have shifted resources into digital channels over the past several years, especially to blogs. But does the amount they’re spending on blogs align with the importance consumers assign to this format?
Many marketers now comfortable with social media and the power of online product reviews have also started to lose their timidity about approaching bloggers. In fact, some women bloggers report marketers may be becoming overeager. Ketchum, conducting a survey of registrants for July’s annual BlogHer conference found that nearly one-half of respondents were contacted by PR professionals weekly. A further 30% got such messages on a daily basis.