The majority of brands have not been taking advantage of bloggers in their communications strategies, despite research suggesting blogs have a high degree of influence over niche markets.
A piece of research conducted by Impact Communications Australia and released yesterday at the World PR Forum in Melbourne indicated that 69% of brands have been failing to recognised the influence of bloggers and new media.
This has been despite the fact that 51% of blogger have argued they are important influencers in niche markets, while 25% have said they are just as influential as mainstream media.
Brands have largely avoided bloggers due to fears they are “risky”, while 56% of bloggers said marketing and PR professionals do not understand blogging.
Impact director Allison Lee said: “The world has changed. No longer is marketing about reaching the most people, it’s about reaching the most engaged. Now it is bloggers, with their strong community of dedicated readers, who drive customer’s purchasing decisions. It’s new-fashioned word of mouth.”
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