Blogs ‘n Yogurt

by Danielle Smith on 10/30/2008 at 10:39 am in Market Research & Data, Online Strategies, Opinion Editorial, Within Range

BuzzLogic recently released the findings of their Harnessing the Power of Blogs survey which was conducted by JupiterResearch (read: credible, cited, now you can trust me). While the study cites many powerful stats around the blog and its audience, the one I found most striking for marketers was buried towards the bottom. Turns out that frequent blog readers—those defined as reading blogs more than once a month—view ads on blogs to be approximately equal to those of sponsored search results.

Now as someone in the digital marketing field, I immediately question what “approximately equal to” means anyhow. Are we talking about feeling, action or just a vague credibility the user might associate out of the corner of their eyes as they read up on the latest adventure of blog author X? But that’s the M-F diner shift part of me.

In my other life (when the timecard has been punched and apron hung), I find myself frequenting blogs multiple times daily, and just like a loyal (or rabid, if you prefer) follower of any other media, I like reading certain authors enough that I imagine a certain rapport and trust between the two of us. Don’t judge—if you read a lot of blogs, you probably do this, too, even if it’s with an author who makes your blood boil in rage. In any case, I trust my peeps; as such, I’ve found myself associating the ad impression shown with the tastes of author, and because I’m a superfan, I tend to think that his or her tastes would probably overlap with mine in real life. In other words, I’m associating that image within the overall context of what can be dubbed as MY APPROVAL SPACE. In essence, this author, who I’ve deemed fit for my consumption has chosen to place product X on their site – it will be easier for me to make a positive association. After all, it’s a blog from some little author, just doing what they love, putting up what their passionate about, and controlling their space so that we can all reap the collective benefit & knowledge right? – Right???

You know the funniest part of all this? I’ve created and bought several ad campaigns through networks that cover these blogs; ones I even read yet still in that moment in time, I’m just sitting there reading, wanting to lick the damn lids off those yogurts caps that keep flashing across the screen even though I don’t really care for raspberry pasteurized cultures.

So for now at least here’s what I think – Test with blogs, especially niche blogs that feel genuine and truly cared for. Do I think it’s a true direct response campaign? To be honest, I’m not totally sold. On the other hand, I’ve got a sixer of yogurt in the fridge that might beg to differ (it is alive you know).