One of the most reliable and efficient ways to create brand awareness has always being worth of mouth, but when you mix it with digital media, two really powerful tools combine in order to create what we know today as blogging. In this post I’ll be talking about the different advantages that bloggers offer companies, and the way in which those companies are adjusting their marketing mixes to take advantage of the blogging power.
When people read blogs, it is the equivalent of having a conversation with a friend. Blogs are written around one specific topic, and readers that are interested can post comments or ask questions to the writer. In this way, blogs develop a two-way communication around a topic of interest between people around the world. However, what really makes blogs special is that writers appear as someone easy to relate to, and easy to approach.
Many blog writers have experienced, or are in the process of experiencing the same situations as the readers, and are willing to share the tips and tricks that they have discovered. That interaction between writers and readers develops a relationship in the “friends spectrum”, and that connection between friends is what makes companies be interested in blogs. In this way, customers will be more willing to buy a product if it was recommended by a friend or someone of their trust.
One of my classmates from the business school, Melissa McNamara, has being blogging about running, and her daily experience while training for a half marathon in her blog titled My Heart and Hamstrings. After four weeks of being an active blogger, she has developed a relation with sport companies that have sent her products for her to try out and blog about her experience using them. Once her readers hear about those products and their qualities, they will be more inclined to buy them. This is because readers find her blog resourceful and reliable to them.
Companies adjust their marketing strategies to digital media because it is an efficient way to reach out to a specific customer base that otherwise would be difficult to identify. Companies could never reach this specific audience using other communication mediums as efficiently as blogs can. For this reason, companies support bloggers with the purpose to improve their brand recognition. Blogs are influential for companies, because what customers say about products is more influential to other customers that the company’s intention to create a brand identity. Finally, this two-way communication medium has made blogs the new worth of mouth for companies to reach a wider customer base.