• August 14, 2007

Marketers can better reach influential brand advocates through such online tactics as product microsites or product previews rather than through social media like user-generated content or blogs, according to a new JupiterResearch report, "Brand Advocates: Creating Rewarding Relationships."

"Behavioral and content targeting are likely to attract brand advocates, since more than half of this segment is likely to pay attention to online ads that fit their interests or current activity," noted JupiterResearch President David Schatsky.

Although nearly one-quarter of online adults are considered influential brand advocates, according to Jupiter, they actually spend more time online researching and purchasing than spreading the word. Indeed, Jupiter said, more than two-thirds of brand advocates research and purchase products online, compared to slightly over half of all online users.

"Although a high level of online activity may suggest the influential brand advocates would respond to social marketing tactics, they are actually more traditional in their manner of research," explained Emily Riley, a JupiterResearch analyst. "This group is more likely to read a blog for information rather than create their own; advocacy toward a product or service is most likely to be generated by word-of-mouth."

Value for the money and reliability are the most important factors for brand advocates in making a purchase, Jupiter found.