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DoubleClick: Aim New Media at Influencers
According to DoubleClick, the latest company to release research supporting the importance of "influencers," online marketers should use new and emerging media to influence word of mouth among consumers. The company's December 2006 research report, titled "Influencing the Influencers: How Online Advertising and Media Impact Word of Mouth," indicates that influencers are more likely than other internet users to consider online advertising a key part of their shopping research -- which makes reaching them via advertising a surmountable task.
Other findings:
* 23% of non-influencers say they spend 5+ hours a day online, compared to 39% of influencers.
* Influencers say they are more likely to take actions to control their exposure to advertising -- using DVRs, pop-up blockers, etc.
* 76% of influencers say they pay attention to advertising when they are shopping for relevant products compared to 63% of non-influencers.
* Influencers are more likely to do internet research after viewing an ad, to talk about ads of interest with their friends, and to acknowledge that ads often contain valuable product information.
Learn more (DoubleClick)
Learn more (Spanner Works)