Marketscan - Most people trust bloggers claim

Most people trust bloggers claim

Marketers may wish to turn their attention to blogging as a new survey reveals that bloggers are the source most trusted for information.

According to the Hotwire poll, 52 per cent of Europeans said that they were more likely to buy a product if they had read positive comments about it from a blogger.

By contrast, a third of those surveyed said that they have decided not to buy a product due to negative comments they had read about it posted online by other customers.

However, UK regional director at Hotwire, Brendon Craigie told mad.co.uk that the success of blogs is based on old-fashioned word of mouth marketing: "People instinctively trust friends and family because of the nature of the relationship with them, now blogs are providing this relationship and it is having a major impact on consumer buying behaviour.

"Word of mouth, no longer restricted to close friends and family, can now have a similar level of influence upon millions of people across the world via blogs."

Despite this, internet marketing professionals should be careful of rushing blindly to target bloggers, he added, as campaigns should be well researched, planned, monitored and measured.

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