According to Jupiter Research, only 2.6% of online shoppers use blogs for research before making purchases. Of course, that makes some internet retailers wonder if blogs should be part of their marketing strategy.
In my opinion, this study does not provide the answer to that question. It merely indicates that people do not research products on blogs. I have no doubt that this is true. It seems obvious that if shoppers want to research, they are going to go to highly authoritative sites. However, that does not mean that blogs do not offer marketing opportunities, and I know for a fact that blogs do generate sales.
Here are three benefits to blog postings: