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%.
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.