New study reveals blogs have a powerful influence in the path to purchase

Does blogging help build brands? Apparently so. The latest findings from Technorati’s 2013 Digital Influence Report show that “consumers are turning to blogs when looking to make a purchase.” Consumers said that blogs rank higher than Twitter for shaping their opinions and higher than Facebook for motivating purchasing decisions.

Buying decisions, especially by women consumers, aren’t only being shaped by online advertising or brand websites. As bloggers become a greater influence in the media environment, they are making a greater impact on consumer buying behavior. Studies show that half of blog readers say they find blogs useful when making a purchase decision. Frequent blog readers say that they trust relevant content and that blog posts about a particular product or service influences them when they are making buying a product, more than the content they get from social networking sites.

Whether it’s discovering or deciding on a particular product and service, consumers are exploring new blogs to seek out advice on product information. They aren’t just seeking out the views of one blogger, but rather they read more than one blog per session. Unlike the traditional journalist, bloggers are building bonds with their readers. Frequent readers return to their favorite blogs time and time again because they trust their advice. Just like you seek out the advice of your family and friends – people you trust – before you make a major purchase, blog readers are going to the written resource that they are beginning to trust – their favorite bloggers. So if you’re looking to develop a blogging strategy for your brand, give our Charlotte marketing agency a buzz.

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