Brand Marketers to Reach Out to Bloggers, Influencers

To reach their targets, brand managers know they have to increase their presence where potential customers are bloggerspending 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?

Technorati used to publish an annual State of the Blogosphere report. This year, the firm’s report is titled 2013 Digital Influence Report and discusses the growing influence of social media.

As brands continue to reach out digitally to consumers, they are allocating their resources to:

  • Display ad: 41%
  • Search: 19%
  • Social: 10%
  • Video: 14%
  • Mobile: 8%
  • Other: 5%
  • Programmatic buys: 3%

Within the social portion of their budgets, the brand marketers in this survey allocate 5% to blogs and 6% to influencers.

This year, marketers will boost their digital ad budgets. The largest increases will go to display and search with smaller increases going to mobile and social.

The firm’s analysts point out, however, that consumers tend to value what they are finding in blogs more than what they see in display ads. Consumers say the following sources have the most influence when they are researching products before they make a purchase:

  • Retail website 56%
  • Brand website 34%
  • Blogs 31%

This survey also showed that brands continue to use influencers, especially those who blog, to raise awareness of their products and services. As social media has grown more popular, influencers are maintaining a presence on social sites in order to bump up referrals, shares and revenue. Facebook and Twitter lead in this area.

This channel may become more important to brands as consumers spend more time researching online. The process of determining which influencers to use and how to measure the success of campaigns will undergo more review this year. Currently, marketers are using Facebook likes but the availability of Big Data should change that.

To learn more about Blog Posting Responders, check out the Audience Interests & Intent Report available at the Research Store on ad​-ology​.com.

[Source: 2013 Digital Media Influence Report. TechnoratiMedia. 2013. Web. 29 Mar. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.