Studyblrs & the Potential for Digital Marketing

Studyblrs are Tumblr-based blogs that primarily focus on the development of healthy study habits and motivation for students. They offer tips and tricks that help students – from high school to grad school – stay encouraged with their school work throughout the year. As a student myself, I have found this community of bloggers incredibly inspiring when I find myself in a studying rut. Not only do these blogs tend to provide advice, but they also share photos of student’s studying set ups and what materials they use to learn best. Herein lies a window for companies to directly market their merchandise to niche audiences that are interested in furthering their academic success with its brand of products.

There are two ways in which companies - such as Staedler, Zebra Midliner, Moleskine, Muji Stationary, and Sharpie – can interact and market their products. The most direct way is by starting an open conversation with their consumers. One way to do this is by setting up competitions, giveaways, and contests in which their products are at the forefront of attention. For instance, Moleskine could create a photo contest in which students submit entries of how they use their products to help them study and further their academics. Bullet journals are becoming increasingly popular in the community as a way to create one’s own unique planner. Many of these journals are made out of Moleskine products and would allow the company an “in” with the network of bloggers. Entries to the competition could be deemed eligible if the blogger tags the company in their post. Winners of the contest could receive a number of prizes, such as products from the company’s stationary line. The contests would create ample exposure to the different products the company offers.

 

Another more indirect, yet still incredibly effective way to reach their target audience is by sponsoring certain bloggers with a significant amount of followers. These bloggers can be extremely beneficial to the company by influencing their followers to purchase certain products over others. Studyblr bloggers are constantly posting pictures of their study setup for the day. In these pictures, there are usually Staedler pens or Zebra Midliner highlighers discretely placed in the photo. If companies were to sponsor their bloggers and compensate them for promoting their products, the amount of product exposure to consumers could be significant.

Not only can solely stationary-based companies sponsor bloggers in the Studyblr communities, but huge companies without direct academic ties can do so as well. Technology companies, such as Apple, Windows, or Samsung, could also get in the game by supporting bloggers who show their viewers how beneficial an iPad or Windows-based computer can be for their studying. The list of companies who could benefit from sponsoring bloggers is endless. Not only do companies need to start a conversation directly with consumers, but they also need to positively persuade those who influence their target markets through word-of-mouth marketing.