I heard this week of a lingerie e-commerce site who'd boosted conversion by 23% by including articles in their blog.
So it turns out the knicker elasticity of demand is directly related to editorial content (sorry).
The serious point to be made is that blogs are a brilliant format for engaging your customers online and this is natural PR territory where writing skills meet commercial aims.
Some Media Prominence findings this month showed that in markets like lingerie, where research is involved before purchases are made, PR can also account for nearly half of brand value.
So that's PR that creates brand value, manages reputation, shifts stock and is measurable. Not too pants that huh.
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We wrote a press release for a client recently on quite an obscure area of email marketing but it happened to contain some research information which revealed something nobody in email marketing knew about, which was of obvious practical value.
It ran in a couple of well known marketing portals to start with but the ripple effect was quite extraordinary, picked up on so many blogs and related company sites that we literally gave up counting. It was like throwing a heavy stone into a lake and watching the ripples flow out.
The implications for online PR is that story content is progressively king online, especially when you bear in mind that it is very tricky if not impossible to pitch to blogs. Add to that the SEO implications of all those mentions and we should all be looking on our client’s beach for the heaviest stone we can.
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ROSS FURLONG
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