Los blogs y la intención de compra

Publicado: 16/11/2006 12:47:00 || Categoría: Zed Marketing

Los blogs y la intención de compra

Acabo de leer en una noticia de Yahoo News que Ipsos ha realizado un estudio sobre el uso y la credibilidad de los blogs.

Las conclusiones son de lo más interesante:

Para empezar, resulta que son los franceses los que más enganchados están al servicio. El 90% de nuestros vecinos sabe de qué va el asunto, muy por encima de otros países europeos como Italia (58%), Alemania (55%) o Reino Unido (50%). Como no podía ser de otra manera, nosotros vamos a la cola, aunque no tan perdidos como cabía esperar. El 51% de los internautas españoles sabe qué es un blog. Más de la mitad de la muestra…no está nada mal.

Otro dato que puede servirnos para entender la importancia que está alcanzado la blogosfera en relación con la publicidad y el consumo es que, según el estudio, al menos un tercio de los europeos encuestados dejaría de comprar un producto si lee una mala crítica.

Sin embargo, su capacidad de persuasión (esta vez de la buena) está muy por encima. Un 52% reconoce haber pensado comprar después de leer comentarios positivos en páginas generadas por usuarios (UGC).

Por último, otra de las conclusiones que merece la pena tener en cuenta es que la credibilidad que otorgan los usuarios a los blogs es superior a la de otros canales en principio mucho más consolidados: un 24% frente al 17% de la publicidad en televisión o el 14% del mail marketing. Sólo la prensa, con un 30%, consigue superar su índice de confianza.

¿Qué ponen de manifiesto estos datos? Que los blogs son un frente que todas las empresas deberían tener presente, ya sea para atenuar sus efectos negativos o para aprovecharse de los positivos, que son muchos.

Un estudio constante y pormenorizado de la blogosfera puede permitir responder a cualquier comentario negativo –siempre desde la transparencia y la sinceridad para evitar males mayores- o, al menos, conocer qué se está diciendo de los productos de uno para intentar corregir las críticas que resulten más dañinas.

Por otro lado, si se logra una acogida positiva por parte de los bloggers y de los consumidores capaces de generar contenidos tendremos mucho terreno ganado. Qué decir si, además, se cuenta con un blog corporativo que permita responder a todas las dudas y necesidades de información de nuestra clientela.

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