Earlier this month, Technorati, a leading authority on blogs and their influence, published their Digital Influence Report containing insights based on surveys of over 6,000 influencers, 1,200 consumers and 150 top brand marketers. Key metrics culled from these surveys include, how brands are spending money on digital marketing, how consumers are influenced by digital channels, and the respective challenges that both brands and bloggers face in working with one another.
The most striking result of the survey is the fact that the average budget for marketing via blogs is grossly out of whack their level of influence. Working with bloggers makes up one of the smallest portions of the average digital marketing budget despite the fact that blogs are the most influential digital, social channel. The reasons for this incongruity lie in the specific challenges associated with leveraging the blogosphere: fragmentation, lack of metrics, and the complexity of engaging bloggers for earned or sponsored media.
How Brands Allocate Digital Marketing Budgets