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Old feeds new..upto a point

Interesting study done in Japan that shows the connection between paid and un-paid media and how it changes.

Firstly apparently they have found a direct link between volume of blogs and market outcomes.

Further they have also find a direct correlation between advertising and blog volumes. pre launch. This because it provides content for bloggers.

However post product launch this connection fades away as then product experience and resultant word of mouth take over blog influence.

This has significant impact on how brand managers can and should use advertising to drive marketing outcomes by linking it to blogs and thereon to product experience.

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