Marketing to Women: Blogs Drive Purchase Intent

March 16, 2012 § 1 Comment

I talk to marketers frequently who do not see the relationship between blogs and purchase activity.  But recent research from BlogHer shows that 61% of active blog users say they have made a purchase based on a recommendation from a blog.  Among those in the BlogHer network, that purchase activity rises to 87%.

Blogs are definitely the leading influencer because when you look across the spectrum of Facebook, Twitter and Pinterest, blogs lead the way.

One of the leading indicators of purchase intent is trust.  And 81% of women trust the information and advice they receive from blogs.  That trust factor is measured at 67% for Facebook, 73% for Twitter and a surprising 81% for that upstart Pinterest.  The research indicates that blogs drive the highest percentage of conversions from trust to action, with the before-mentioned 61% of blog readers indicating that they made a purchase based on a recommendation from a blog.  Why is Facebook less trusted?  Facebook is more about community than recommendations.  Women choose Facebook over blogs for staying up to date with friends and family (87% vs. 20%), having fun (77% vs. 41%), entertainment (69% vs. 50%), and contributing to a community (41% vs. 28%).

So at what point in the purchase funnel does a blog become important?  Thirty-five percent of blog readers turn to online social media first when they decide to make a purchase;  42% turn to blogs when they have narrowed their decision to a couple of choices; and 9% turn to social sites when they are in the store shopping.  The in-store shoppers will only grow as smartphones become more ubiquitous.

Should you forget Facebook ads?  Absolutely not.  What you should do is consider blogs as a media.

 

 

 

 

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