by: Mark Rogers
Julian Smith of Jupiter Research highlights the increasing influence of blogs in a piece for the BBC website in the context of the WeMedia forum. He mentions Market Sentinel’s Dell case study as an example of evidence showing that bloggers can be influential.
“For marketers,” Smith writes, “this has the potential to significantly impact brand communications if consumer content refers to experiences with products or services that are incongruous and misaligned with official marketing messages.
“When a company’s marketing story differs from the one being told by online consumers, a credibility gap will emerge that could have dire consequences on brand perception and favourability. “