Should Your Brand Market via Blogs or Newspapers?

Newspapers, e-newspapers, or blogs? When deciding between the two, there are many considerations to be made. For one, what is your business type? Local businesses may find success in local niche newspapers and magazines – both in print form and online.

Things to Consider

Blogs are hottest in the consumer advice category, with topics like fashion, health, and relationships being among the most commonly blogged about according to an infographic on BrandonGaille.com. Conversely, the top five finance websites on the Internet according to Statista are all established news sources like Yahoo! Finance, MSN’s MoneyCentral, CNN Money, Google Finance and The Motley Fool.

Another factor is purpose. Statistics show that blogger influencer marketing agency is quite hot today. While exposure may be higher in online print companies, the most popular as of December 2015 being Yahoo! News, Google News, CNN and the New York Times – consumers are much more likely to make a consumer decision following the information read elsewhere. As Statista shows, consumers will follow advice from social media, per personal recommendation, or through a blog than from TV ads or news sources, before any they read directly from brands or from online newspapers. Furthermore, trust in media and corporations have eroded according to the Edelman Trust Barometer, while trust in social media and search engines as a first source of information has soared.

The Pros and Cons of a Blogging Campaign

Everything has its pros and cons, even focusing on blogger influence. An excellent example is age-based business. A senior home won’t be reaching many customers through blogging; it will, however, reach social media. Baby boomers make up 30 percent of the US web users, according to Prepare1.com. Adults over 50, the site notes, is the fastest growing demographic. According to a statistics on the site, 60 percent of baby boomer tablet owners used their technology to look for additional information after gathering recommendations, while 49 percent made a purchase using their tablets.

According to Paul Taylor, author of the best seller The Next America, “10,000 Baby Boomers a day will turn 65 – every single day between now and the year 2030.” The blogosphere is for a different market. BrandonGaille.com notes that most bloggers (over 70 percent) are aged between 20 and 35, with a 60/40 spread of male bloggers and female bloggers.

On the pro side, the infographic mentions some important statistics, namely, 42 percent of bloggers blog about brands they hate or love, and 71 percent will only write about brands that they think have a proper reputation. That means that generally, brands that leverage blogger influence tend to be seen as reputable by consumers looking to make a purchase in a given industry.

Social Media and Content Can Still Be a Powerful Tool

Generally, social media should be seen as a synergistic tool in conjunction to traditional news media and the inbound marketing/earned media generated by blogs, consumer opinions, and word-of-mouth. The statistics are clear: BazaarVoice.com notes that after seeing a brand’s response to a review, 71 percent of consumers in a given study changed their perception of the brand. Brands that interact with customers and offer them help in purchases are viewed favorably: shoppers who read about brands that offer to upgrade, refund or exchange products upon request are 92 percent more likely to purchase from that brand.

Twitter is a particularly powerful tool – shoppers from Twitter have the highest average order value per purchase, at $121.33, versus shoppers from Facebook and Google.

Successful uses of social media and sharable content in conjunction with blogging are abundant: one of Dove’s most prominent viral video campaigns, the Real Beauty Sketches, was a massive success in testament to online marketing and influence leverage. As Postano notes, Dove’s campaign elicited split reactions, both from people who were against and for it, with parodies further giving life to the campaign after it had ended. There were over 1,800 blog posts written about the campaign, and at 114 million views, it became the most viral video advertisement of 2013.

What Dove did right was that they presented a video, but launched a campaign filled with more content for people to consume and comment – further videos of reactions of each woman, and sharable pictures. The variety in content Dove unleashed is important to note – a campaign with several angles helps more bloggers and news outlets garner an original way to present and cover the campaign, which in turn results in more original content linked to a brand.

But Newspapers Still Command the Most Authority Online

While bloggers influence consumers, news sites are still the most reputable source of information online – for now. Print media isn’t dead, it has gone online, and is just been garnering more and more traction. As Livemint points out, 56 percent of people who consume a newspaper still read it in print – a good argument for buying print ads – and top newspapers by digital traffic still happen to be established print brands, rather than sources like Vox or Mashable

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