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According to the bloggers surveyed, long-term relationships with dealerships and their brands were key. Nearly six in 10 preferred to work over a long period with a single dealership and just a few favored brands, while 23% would follow a more casual model with many brands. Relationships with tech, health and beauty, and food and beverage marketers were the most sought-after, although 42% stated that relationships with car dealers and automotive brands were considered "Most Desirable".
Less than half of all female bloggers had ever been approached by any dealership, car company or brand of any kind, but many receive dozens of pitches each year to work on projects ranging from affiliate programs and direct advertising to guest posts and Twitter parties.
Overall, however, BlogFrog found that about two-thirds of women bloggers reject at least half of the pitches they receive. Bloggers most often accepted brand campaigns that involved posting a product or vehicle review on their blog, and campaigns for food and beverage and health and beauty companies were most common.
Car Dealers and Car Companies typically reach out to bloggers via word-of-mouth and social media, with email and online communities also popular. The report suggested that in-person relationships could be leveraged further to create blog campaign opportunities for automotive brands and dealerships.
The takeaway for automotive marketers that want to get involved with blogs is to know their potential campaign partner. The product categories and types of brands favored by a blogger are typically a personal choice, and can often be determined by a familiarity with the blog’s content. Ultimately, bloggers simply demand respect for the time and effort they put into their publication. Long-term relationships that involve fair compensation and editorial freedom will be the most fruitful.
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Check out today’s other article, “Effective Audience Targeting Leads to Bigger Display Budgets.”Data Source: http://www.emarketer.com/Article.aspx?R=1008387