You Should Be Reading: Online Researchers Spend More | WebProNews
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Related Article: Online Researchers Spend More | WebProNews
The crux of the article is that people that take the time to research their options will spend more in the form of a more expensive product, or the addition of options. Obviously studies like this will drive more advertising dollars to the web, but more important is that these are not IMPULSE shoppers. They aren’t responding to an ad to click through and buy a product. They go looking for information. They already have an idea about what they want, they’re just trying to determine what the best value will be for themselves.
This is where user-generated advertising provides great returns for advertisers, as long as it’s done properly. Generally, the more expensive the product, the more likely it is the consumer has done their research. The article gives the example of cameras; I’ve used the web to research everything from hotels in a distant city to car purchases.
The same holds true with regard to the quality of the review. For more expensive products/services, the advertiser must insure coverage by a quality blogger that works within the advertiser’s budget parameters. The advertiser might not wish to toss their opportunity onto a marketplace like PPP, where any blogger that meets minimum criteria can jump on it, but they might consider a PPP Direct, ReviewMe, or LinkPost marketplace, where they choose the blogger.
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