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Report advises on how to advertise to influencers
New research from DoubleClick Inc looks at how companies can target online marketing towards those that have the greatest impact on purchasing decisions through word of mouth.
The firm questioned 6,000 respondents and identified more than 1,000 'influencers' among them, including bloggers, online community users and subject experts.
The survey found that these influencers thought that internet advertising was key to their shopping process, citing it as second only to websites when researching new products.
Influencers are active consumers of all media, especially the internet, the survey revealed, were more likely to pay close attention to advertising, whether positively or negatively and were likely to embrace emerging media such as blogs and messaging.
"There has been a lot of research to establish that a small segment of people have disproportionate influence on how the rest of us - their friends, family, and co-workers - make purchase decisions," said Rick Bruner, DoubleClick's director of research and industry relations.
"So, if the question is how can companies spend their marketing dollars to impact word of mouth, the answer is to reach those influencers though advertising."
DoubleClick advised online marketers to advertise to influencers using methods including the use of emerging media platforms and designing internet ads to be rich in product detail.
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