Chart of the Day – Blogs Influence Consumers’ Purchasing Decisions

I found a very interesting article about the influence of blogs. Which is funny because I was once told by a media buyer that blogs were irrelevant.

The latest findings from Technorati’s 2013 Digital Influence Report show that “consumers are turning to blogs when looking to make a purchase.”

In fact, blogs rank favorably with consumers for trust, popularity and even influence.

pr-success-for-inflluencers

Oh dear, poor Peter will have conniptions over that…and probably write three heavily linked posts to his own tl;dr posts about why it isn’t so.

The report found that blogs are now the third most influential digital resource (31%) when making overall purchases, behind retail sites (56%) and brand sites (34%).

Consumers said that blogs rank higher than Twitter for shaping their opinions and higher than Facebook for motivating purchasing decisions.

Why are blogs so influential? Bloggers tend to be very honest and sincere in their reviews of products and services. They talk about both negative and positive aspects of a brand, and in doing so become a trusted source of information. Trust drives action, and thus consumers look to bloggers before they buy.

You may have heard that recently Robert Scoble (a very influential blogger in the tech industry) announced he was switching to Android because “Apple has slipped.”

Robert has a ton of clout in the tech world, so it’ll be interesting to see how consumers (and techies in particular) respond to his moves.

Yep, if something is rubbish we tend to say it is, likewise if it is great then we say that too. Now to the question of influence:

The problem is how brands define influence. The Technorati report says that brands are using comScore or Nielsen rankings to identify influencers, yet these metrics do not represent influencers very well. Meanwhile “real” influencers (those people whom consumers trust and rely upon for advice) are hanging out mostly on their own blogs creating tons of content.

If you’re a brand marketer trying to connect with influencers, remember that having a large social media following doesn’t give you influence, it simply gives you an audience. Try looking for influencers who have very close ties to their communities, or bloggers who are relevant to your brand even if they don’t have worldwide fame.

With over 2 million pageviews per month according to Google Analytics…happy to share info with potential advertisers…I reckon I’ve built a nice little community here.

Contact Regan at DigitalAds if you want to advertise on the blog. He’ll provide you with my click thru rates…bet you can’t get those numbers anywhere else.


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As much at home writing editorials as being the subject of them, Cam has won awards, including the Canon Media Award for his work on the Len Brown/Bevan Chuang story.  And when he’s not creating the news, he tends to be in it, with protagonists using the courts, media and social media to deliver financial as well as death threats.

They say that news is something that someone, somewhere, wants kept quiet.   Cam Slater doesn’t do quiet, and as a result he is a polarising, controversial but highly effective journalist that takes no prisoners.

He is fearless in his pursuit of a story.

Love him or loathe him.  But you can’t ignore him.

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