If one thing has been made clear throughout these last weeks, it is this:
The digital marketplace is vast, comprised of numerous interactive platforms that are constantly evolving and adapting to better suit our digitally motivated culture. The Internet is accessible to more consumers than ever, and that fact, paired with the growing desire for global connectivity, has taken our marketplace into new territories of brand accessibility, reach, and experience. Take a look at this infographic that shows just how connected our digital world has become. Some of these interesting stats include:
-78.6% of Americans are on the Internet daily
-The use of mobile Internet access nearly doubles every year
-There is an average of over 3.2 billion Google searches every day
This information is probably not all that shocking. Of course there has been a shift in digital communication, with a great explosion of digital adaptation in recent years alone. That is why there is a clear place for everyone and everyone in the digital marketplace – for social-sharers, content creators, information disseminators, fact gatherers…regardless of how you use and peruse the digital marketplace, the one likely fact remains that you do, in fact, use it.
A very powerful “vendor” in this marketplace is found in the blog. Lifestyle blogs, fitness blogs, travel blogs, marketing blogs, inspirational blogs, and special-topic blogs. The blogs that exist in our digital marketplace are as unique and diversified as the marketplace itself. A few examples of blogs that I follow include:
Why, though, are blogs such a powerful tool in the business world? Blogs are flexible, relaxed representations of a company. Blogs are a place for information gathering and sharing, but also for questions. Blogs are thoughtful, and are one of the great assets to the marketing mix. Again, why? Because to a consumer, a blog is one of the strongest ways to connect with a brand.
From a consumer’s perspective, I love that I can visit a blog and get exactly the information I expect. I never have to search for information and filter through a variety of Google results. I know that when I visit MindBodyGreen, for example, I’ll be met with a plethora of fitness and nutrition tips that I can utilize. I know that the brand I’m connecting with has valuable information I need, all of which I can sift through, save, pin, share, like, tweet, or otherwise hang on to. I also love the intimate nature of a blog. The words are written by someone I feel connected to, through our common interests. I feel like I’m valued enough to read their specific words that they took the time to write. It’s a very personal experience, which only makes me a more loyal consumer. I’m all the more invested.
From a brand’s perspective, there are several advantages to managing a blog. From bettering skills as a writer, to expanding reach to new audiences, brand representatives can learn quite a few things (actually, 20 things) from implementing a blog. A blog is an inexpensive way to create a personal relationship with consumers. Businesses can take advantage of the conversational nature of a written blog, which welcomes readers and strengthens consumer connection to the brand. Andrew Davies wrote a blog post that confirms this, saying “We all relish the personal touch, and this is no less the case when it comes to the marketing we are subjected to online.” When consumers feel they are receiving personal and pertinent information to them, they are much more likely to engage with that brand long-term. Additional advantages of blogging include building brand network and database, enhancing company visibility, increased product exposure, solidifying and enhancing brand identity, and optimizing your search engine efforts. All of these ideas are explicated here.
I have a blog for my personal and professional life, and can speak directly to the truths of this post. Blogs are not only an excellent way to express your own thoughts and observations on life and work, but are an incredibly exciting “vendor” in our digital marketplace. We experience the familiarity of our social media favorites. Of course, Facebook, Twitter, Instagram, Pinterest, Tumblr etc. will always have a place in our everyday. Yet, a blog offers a slightly different experience. As both a consumer and a marketer, blogs are a vibrant representation of the digital world in which we live, interact, share, and learn.