In the age of web, blogging is now extremely popular. Just to give you an example how popular this phenomenon really has become, a Finnish lifestyle blogger Silja Sundberg was the fourth most googled person in Finland’s last year’s survey, slightly ahead of the famous hockey player Teemu Selänne.
Many of us – at least most of the women – read blogs on a daily basis. That’s why an increasing number of companies use blogs and bloggers as a marketing channel and product placement tool. People have a tendency to trust more on a word-of-mouth based information rather than official sites. We tend to think that official sites must be somehow manipulated or corrupted. Experiences of other individuals and their feelings are highly valued, when buying an expensive product or especially when buying a service. In the era of bloggers new trends are likely to evolve when one individual figures out something and shares it in the blog. Information travels so quickly through the web that once some well-known blogger wears white Nike Airmax trainers, suddenly everyone wants them and they are sold out everywhere.
Companies figured out quickly this new way of boost their sales by giving free products or services to bloggers and that way getting new customers. So basically a whole new business area is built around blogs. Blog base providers nowadays pay monthly salary to their bloggers if they are willing to participate in advertising campaigns.
The article that got me thinking this subject in the first place examines a marketing strategy about the use of bloggers as a destination image ambassadors. Does it give a fair image to consumers that bloggers get a free trip with all the treats you can imagine. I wonder what would be the price an average person would have to pay for an experience like that.
So can we really trust the word of a blogger? Is it really a neutral word? Apparently some people see bloggers as their friends or at least they consider bloggers as someone they know. The truth is that we see only the parts of the blogger that she or he wants us to see.
The other thing is, does a blog lose its meaning by getting into business and forgetting what the readers want to read? Most of us don’t want to see adverts after adverts because at some point too much advertising will become annoying. That’s the downside of the blog advertising – too much messages from the wrong ambassador and you may cause more harm than good to your brand.
– Angeria, Susanna 2014. Opinnäytetyö. Ammattina bloggaaminen.
– http://www.iltasanomat.fi/digi/art-1418698524029.html. Iltalehti 2014. Google on kertonut vuoden 2014 suosituimmat julkkishakunsa.
– Marin, Jaume & Prats, Luís. International Journal of Management Cases. Blogtrip #Incostabrava or the use of bloggers as a destination image abassadors.