Brand Marketing

Things You Should Know About Influencer Marketing

Posted November 14, 2018 by Abhishek Pandey @ 6:06 am

From befriending journalists to speaking with healthcare professionals and connecting with patients, we adapt our communication to different people on a daily basis. It’s no different in the world of influencer marketing. In fact, you already have the skills you need to create a successful influencer strategy.  

Things To Know About Influencer Marketing

Influencers Provide Social Proof

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It’s long been established that word-of-mouth is one of the strongest marketing tools above traditional advertising. We look to our family and friends for recommendations and opinions. Social influencers have harnessed this effect and made it a tactical and tangible marketing tool. Influencers post as themselves, sharing personal experiences and a daily feed of their lives which creates a close relationship with their followers. So powerful is this influencer-follower relationship that Adweek reports that 92% of consumers believe influencer recommendations are more authentic than an advertisement. Takeout tip – when your campaign objective is about building brand loyalty and trust, working with carefully-selected influencers could be the gateway to new audiences.  

Build Long-Term Relationships  

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As influencer marketing has evolved, so has the working relationship with influencers. The industry is moving away from a ‘pay per post’ approach and looking to work with influencers on longer-term contracts as brand ambassadors and advocates. Building strong relationships with key relevant influencers has become just as important as building these relationships with core industry press or the key audience target. Once you’ve identified your influencers, get to know them as you would any core press contact. You should research their channels, look at the style of their posts and make a note of their likes and dislikes. Arrange to meet them and talk to them regularly to build the foundations of a long-term, positive relationship. Takeout tip – by working closely with influencers who genuinely value the brand and by building strong rapport, you can ensure value exchange for both influencer and brand.  

Creativity Is A Key  

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Just as a brand or company has its own identity, influencers often have their own format and tone for their channels, which is one of the reasons their audiences engage with them. Ensuring they’re able to use their own style without unnecessary restrictions supports authenticity and genuine content creation, and builds brand advocacy with both the influencers and their audience. Work with the influencer on the brief and allow flexibility where possible. This will help create an open and honest working relationship from the outset. Takeout tip – take time to explain any industry restrictions the brand or campaign may need to adhere to. Many influencers may not realize restrictions exist, so this can help the influencers to more clearly understand the broad guidelines work too.  

Know Your Target Audience

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As with any part of a communications plan, it’s essential to identify your audience and the best channel on which to reach them. Again, it’s just the same with influencers – when you know your audience demographics and the channels they use, you can then find the key influencers in those channels your audience follows, engage with and actively seeks information from. Takeout tip – thorough research into the audience you need to target and the influencers who are the best fit for your campaign are key to success. This helps ensure that key campaign messages land and there’s a stronger possibility of achieving behavior change.  

Keep It Compliant  

The influencer marketing has its own set of rules you also need to familiarise yourself with. The Advertising Standards Authority and Competitions and Markets Authority have been applying stricter guidelines and monitoring the industry more closely. In some cases, these bodies have even brought legal action. Although it might seem daunting, the strict climate of compliance in the pharma industry means this may not be the hurdle you imagine. Always seek advice from the agency you’re working with or directly from the ASA and CMA if you’re not sure.  Takeout tip – if influencer activity is deemed non-compliant then all parties involved would be liable in the eyes of the law. Always seek advice from the agency you’re working with or directly from the ASA and CMA if you’re unsure. These pointers should highlight how your skill set is easily transferable to influencer marketing.

Wrapping Up

Having a strategic and considered approach to upfront planning ensures a campaign is built on the right foundations. And as part of this, it’s important to ensure all the tactical elements, including influencer marketing, are given equal thought and expert consideration.

Effective Ways To Generate Leads Using Social Media

Posted October 31, 2018 by Abhishek Pandey @ 3:55 am

Social media is the best way of building a solid brand image for your brand on social media platforms. With a strong social media strategy, you can build a community that follows your brand posts. Now it is time to take your work ahead by generating leads using social media marketing. Perhaps, the benefit of lead generation using social media platforms is to focus on quality leads through advanced targeting. According to the eMarketer analysis, the quality of leads is the most significant goal for B2B marketers, while simply increasing the number of leads. Let’s find out the best ways to generate the leads using social media.

Effective Ways To Drive Sales Using Social Media

Read on to get revealed to the best ways to drive sales using social media, the most engaging way to interact with the customers.

Engage With The Social Media Influencers

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Involving social media influencers allows you to reach out to a wider audience since the social media influencers follow a specific content strategy that meets with their targeted audience. Collaborating with the influencers give you the opportunity to tap into a set of followers who are more interested in buying products online. According to the recent study, more than 82% of consumers prefer a recommendation from a micro-influencer.

Run Lead Generation Ads on Social Media  

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Organic reach is so yesterday, paid ads are a new trend and they are taking a lead in the advertising world. Running lead generation ads helps in converting your social interactions into leads. Social media platforms like Facebook, Twitter and LinkedIn have the feature of lead generation ads that can straightaway bring the sales-ready leads, depending on your ad content and targeting. Through Engagement Custom Audience, you can increase the ante of the ad campaigns which would let target the audience who shows interest in your content on Facebook. This enhances the chances of driving sales for your business.    

Address Your Customers’ Queries On Social Media

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As we all know that social media is a two-way street which makes easy for customers to communicate their queries and getting solutions as well. This what makes it a significant way of addressing the customers’ queries pertaining to your industry. In the result, it will engage the customers and might convert them into your long-term customer. Seeing their queries being addressed might force them to market your product through word-of-mouth marketing.

Use Social Media Advertising

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These days, social media platforms give the opportunity to sell or buy products online for customers who like to shop online. Social media advertising enhances the visibility of your product on social media and encourages your targeted audiences to be your customer by buying your product online. While organic posts target the audiences to some extent, social media advertising collects the leads from the group of potential customers and takes them to the next level.

Final Words

As of now, you must be opened to the effective ways of generating leads using social media. Email marketing comes to mind of the marketers when marketers think of generating leads. However, this is not the right way, instead, focus on building a brand on social media platforms.

Filed under: Advertising,Brand Marketing

The Best Ways To Increase Your Online Brand Presence Effectively

Posted October 24, 2018 by Abhishek Pandey @ 10:19 pm

When the digital world is expanding its ways, it has become really important to have an online brand presence which would be recognizable, and authentic to set it apart from the competition. It is a fact that high visibility of your brand increases credibility and it forces customers to retain your products or services.

Creating an online brand presence is all about getting the attention of your targeted audience. Today, the consumer wants to connect directly with business owners and hear their stories before they make a decision on whether to buy their products or services. Keeping this in mind, here are some key insights as to how to effectively increase your online brand presence:

Best Ways To Increase Your Online Presence

Begin Blogging: Having a blog site can increase brand visibility and improve your chances of success online. In fact, blogging is one of the most effective ways to enhance the visibility of your brand online. If you search online, you would come to know that blogging improves your search engine rank, and increases reach in order to cultivate relationships with customers and other influencers.

Social Media Marketing: It is one of the cost-effective ways to promote both small businesses and corporations online. The best part of Social Media Marketing is to promote visibility, brand loyalty, recognition, and can also to grow sales of your business. Moreover, social media marketing allows small businesses to establish business and to reach worldwide audiences without spending much money.

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Video Marketing: All businesses including small and large can get benefit from video marketing. There are many video platforms such as YouTube, Vimeo and many more on which you can upload high-quality videos to get traffic. Create your brand video and upload it to the best video platform to drive traffic to your website, and get your brand noticed in front of a targeted audience. You can simply add your brand name tags to get a better result.

Create Great Quality Content: Creating and distributing quality content is the best way to gain visibility online and moreover the most effective marketing strategies to promote your business online while creating brand recognition. These days, websites are full of content; however, websites with low high-quality content might face problems regarding ranking and it could ruin your brand image online which is not good for your business.

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Optimize Your Website: Undoubtedly, creating and maintaining a website is one of the most important branding tools for any business; however, not many are aware of the fact companies can do website optimization for optimal performance on search engines to drive traffic to a website which eventually improves the brand’s visibility.

Last Words

There is one thing that needs to be considered, while creating an online brand presence, is make sure you don’t replicate the marketing strategy of your competitor. Be unique and honest with yourself about your brand’s value to adding more value to your brand presence online. Hope this works for you, do share your thoughts with us about it.

Filed under: Brand Marketing

Get Advertisement Buy-In through Influencer Marketing in Easy Ways

Posted September 7, 2018 by Abhishek Pandey @ 12:38 am

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Currently, Ad Buy-in is largely in operation due to the fastest growing online customer acquisition method, Influencer Marketing. But businesses have still set to set their belief on this making them under 65% of those not using the service. They fail to justify the allocation of a substantial budget to the influencers. The current trends, however, suggest a steep rise in the budget allocation for influencer marketing in the coming times. This is a challenge that some social media managers and executives might face while collaborating with micro-bloggers and others to sustain the Advertisement buy-in.

Steps to get Executive Advertisement buy-in and Influencer Marketing Budget

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Some of the easier options that the social media managers opt to get advertisement buy-in are as follows:

  1. Defining a concrete and successful marketing objective for your business while also selling the value of influencer marketing. This should always resonate with your organizational values.
  2. There must be concise and to the point strategy for the same.
  3. Estimating the Expected cost of Influencer marketing and Advertisement Buy-in. you must also estimate the result that you expect to achieve from these campaigns.
  4. The major investment plans and considerable expenses must also be outlined for last minute check-ins.

The executives must assess the risk and accordingly make the investment.  Here are some of the important aspects of Influencer Marketing –

Value of Influencer Marketing in getting Advertisement buy-in

The best ways to get better influencers is to curate excellent content on your website or for your brand. Advertisement buy-in can become easier with the following tricks and tips for Influencer Marketing –

Sales

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A positive assent from an influencer or a mention can directly lead consumers to make a deal and purchase. Similarly, a recent report shows that promotional content from the influencers see 5 times increase in purchase intent. This is a commendable data to support the cause of Influencer Marketing.

Excellent Content Creation

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Content curated or prepared by the Influencers on the social media earn more than 8 times the engagement rate of branded content. They have the firepower of getting more advertisement buy-in than the regular content. The young visitors and netizens often ignore the traditional forms of marketing and advertisements. Hence the archaic content has no way to sell in these circumstances. Hence, the influencers create receptive and authentic content to reach to more similar audiences. This is the reason why the marketers are turning towards influencer marketing experts to source authentic content.

Search Engine Optimization

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As the generations have changed, so has the ways to influence them. 85% of the consumers make a purchase after reading the review of description on a blog. The blogs arising from influencers and an excellent Search Engine Optimization gives the blog wings. It helps in the blogs getting more advertisement buy-in options. They generate and drive sales because they are searchable on the net as well to gain SEO traction for the brand.

Web Traffic

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Influence content is much more precise which works excellently for both banner ads and traditional forms of advertisement. They lead to customers making a purchase instantly. Even if they don’t make a purchase, they are still benefitting the site by increasing their web traffic. This is excellent as it marks the site on the top and fetches buyers from search engines, an important aspect of advertisement buy-in.

Filed under: Advertising,Brand Marketing

‘Under Armour’s Adrienne Lofton Headed to competitor Nike’, Sources Say

Posted August 6, 2018 by Abhishek Pandey @ 7:42 am

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Under Armour, the sports garment and apparel giant recently saw a shuffle in the top management when the news of Adrienne Lofton, the Company’s Marketing Executive walking away broke out. A similar news from that of its competitors, Nike, shedding its two marketing executives was doing the rounds more often. Sources highly placed in the company, as well as Trade analyst, suspect that Lofton might be going to Nike as there is an executive level vacancy there. Adrienne Lofton, on the other hand, has had not confirmed anything movement of that kind lately.

If we believe the two sources familiar with the matter, Adrienne Lofton, who had spent the last eight months with Under Armour overseeing the Global Marketing efforts have already accepted the position with Nike. The Global Head of Brand Management, Lofton, resigned from the company after around nine years and two stints with the sports apparel giant as per AdWeek.

Executive Level shuffle from Under Armour to Nike?

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Reports have been doing the rounds that Adrienne Lofton was offered an executive level position from Nike after it shifted two senior executives. The competition between the two athletic wear giants has grown obvious since Under Armour’s rise after 2005. But the report has yet not been supported by spokespersons for Nike and Under Armour who have not responded to request for comment on this story. Lofton too did not respond to the allegations of shift and the media queries about her new position at Nike.

However, it is highly motivating a fact that Adrienne might be going to Nike as the news of her resignation comes amidst a wrecking report of how Nike parted ways with its two top marketing executives. The fire of executives came after a controversy regarding the repeated complaints about inappropriate behavior in the workplace. Nike took actions by firing them.

Why did Nike fire its Two Top Executives?

In March, CEO Mark Parker issued an internal memo expressing his concern over “reports of behavior occurring within our organization that does not reflect our core values of inclusivity, respect, and empowerment.” Citing “strong and courageous employees” who had come forward, he wrote that the company would launch “a comprehensive review of our HR systems and practices along with elevating our complaint process for a matter of respect issues.” The two executives he was talking about were VP Jayme Martin and Brand President Trevor Edwards who was a potential successor to Mark Parker.

Such allegations were repeatedly included in subsequent reports by The Wall Street Journal who cited a ‘boys club’ at Nike where the aforementioned parties involved into a ‘demeaning and condescending’ behavior towards women. The report also cited that several women employees had circulated an informal survey about Pay inequality, gender imbalances, and misbehavior by the top authorities and executives Monique Matheson acknowledged in a memo acquired by the journal hat Nike had failed to properly promote women rights and minorities values within its peripheries.

What would Adrienne Lofton do at Nike?

Sources in Nike suggest that the company might offer Adrienne Lofton the vacant Position of Brand President as she has the correct expertise in the same field at Under Armour. But Lofton, given a condition where she accepts the position from Nike, will not be able to officially begin working at Nike for one year due to the Non-compete clause in the contract she had signed with Under Armour.

Filed under: Brand Marketing

PBS Documentary Confirms Facebook Revenue Downslide

Posted August 3, 2018 by Abhishek Pandey @ 8:15 am

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No year has been so harder than the year 2018 for Facebook. It has been receiving jolts and jolts one after another. As if the Facebook meddling in US election was not enough, Facebook losing 150 billion dollars in just one day even brokered its relations with investors too. As per Roger McNamee, one of the earlier investors in the company said the company was ‘willfully blind’ in the year 2016. This led to the decline in its revenue drastically and slipped Facebook out of the top five. After having been blamed for meddling in the general elections in the US, the company has again been blamed for interfering in the mid-term elections too. Now, a PBS documentary on Facebook shows how about the Facebook Revenue Downslide.

What is the PBS Documentary about Facebook Revenue Downslide?

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PBS’ Frontline documentary series has been giving final touches to its investigation into the scandals of Facebook. The Program has been named ‘The Facebook Dilemma’ and will air this fall. The producers of the Frontline and those involved in the program talked about the documentary at the Television Critics Association’s summer press tour in L.A. they also shared their insights into the deals of the social network.  The producers and the makes believe that the Facebook has lost its way into what it was first made for. Roger McNamee who invested and mentored Mark Zuckerberg from 2006-2009 has also been interviewed in the documentary. He said that he did approach Zuckerberg and COO Sheryl Sandberg in October 2016 about how the way into the Platform being used. He believes that Facebook is being manipulated by bad actors and its ways and means seem to harm people who believed in its ways long ago.

But he was startled that the executives treated it like a public relations problem and not a business problem. “They treat the First Amendment like it’s supposed to protect them, not their users.”

‘A Paranoia department’ to sort Problems?

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The Producer of PBS’ Frontline documentary found out that Facebook requires setting a ‘Paranoia department’ which included independent researchers and critics. The job they would be doing to independently think through all potential problems. But they won’t do that and why would that be required? Because they are a company which required human solutions to problems and without much criticism at the helm, it would perfectly be a disastrous situation. They would require hiring “human beings … to think through some of the downstream consequences.”

Is Facebook Revenue Downslide a consequence of Silicon Valley Changes?

McNamee confirms that Silicon Valley’s irrelevant changes in the modern sector have definitely had a drastic impact on the functioning of the Facebook. He points out that there was never enough processing power or bandwidth for people to accomplish from 1950-2000 after which it underwent a series of changes. Earlier the companies used to “put a huge premium on experience, because you needed old folks to figure out how to get the most out of the little bit of stuff you had,” but that suddenly changed after 2000’s where you can blindly form a company without having enough experience – a move from the earlier prerogatives. These prejudices would let younger people with no organizational experience come into companies and inadequately handle the situations.

 

 

 

 

Filed under: Advertising,Brand Marketing

Here’s How Big Data Can Help Hotel Brands Attract More Travelers

Posted July 25, 2018 by Abhishek Pandey @ 3:40 am

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Getting customers in the door for that first visit is seemingly the most difficult (and definitely the most expensive) endeavor for marketers. Therefore, it is important to segment consumers by hotel category and evaluate their research patterns to understand what makes them tick and better advise how hotel brands can utilize resources, such as big data, in order to personalize the digital content based on interests and personal preferences.

Budget

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Data suggests local research revolving around quick-serve restaurants appeal to budget hotel seekers, so a simple offer for free breakfast or snacks could tip the scales when they are weighing hotel options. We also see our budget hotel seekers researching nearby big box and office supplies stores.

Therefore, messaging around onsite amenities such as business centers, mini-stores or complimentary conveniences that solve last minute needs for business or leisure can really add a thoughtful touch for the budget traveler. In addition to business and leisure, people moving or relocating to different areas also fall within the budget seekers segment. Knowing this ahead of time certainly helps the budget hotelier make their guests feel right at home for an extended stay.

Luxury

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The luxury hotel traveler seeks exotic locations to celebrate milestones and occasions, such as honeymoons. These upscale events offer significant insight to hoteliers on what type of atmosphere these types of travelers are looking for. Luxury-seeking travelers have the highest interest of any group in healthy eating and living, with added emphasis on special diets or exercise. Hoteliers would benefit from a marketing focus on quality ingredient sourcing and menu customization within their restaurants and onsite fitness options.

Luxury groups display interest in local art and culture and a general desire for a boutique experience that is representative of the region they are staying in. Including local art, beer and wine or music into the experience resonates well with these types of travelers, who are heavily influenced by the aesthetics and overall experience provided by the hotel as primary reasons for booking in the first place.

Midscale

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The midscale hotel seeker class contains a definitive mix of business and leisure travelers, with a heavy interest in conferences and events for the business crowd and with family vacation packages and vacation home rentals skewing high for leisure travelers.

Business travel shows no signs of slowing down and is projected to grow by more than 6 percent in 2018, according to Deloitte. With our business travel research indicating interest in rental cars, dry cleaning and local spots for drinks and cocktails, personalizing the experience for business travelers can include bundling rental cars or other transport to their conferences, promoting tailoring or cleaning services onsite or offering them an opportunity to mingle with other business travelers over a free drink at the hotel bar or restaurant.

Midscale leisure traveler themes can include trips to family-oriented destinations such Universal Studios, Disney World and Disneyland in addition to vacation themes based around activities like beach trips, desert or mountains. Family travelers are drawn to bundled packages around activities for each family member so that harmony and buy-in can be achieved (any parent will tell you that the kids have as much said as they do).

Activities such as dining and nightlife, golf and spa, gaming and outdoor adventure activities such as hiking, biking or boating are all of interest to the midscale hotel traveler and offer broad appeal across generations. In order to connect with this group of consumers, hoteliers are encouraged to partner with local groups and organizations that offer these activities.

Wrapping Up

Hotels offer many things to many people, but big data can be a great lens into what moves each type of traveler from inspiration to action. After all, every lifelong hotel visitor starts with a first stay.

 

(All photographs are courtesy of the original owners unless otherwise indicated)

Filed under: Brand Marketing

Design Your Website for More Engaging User Experience

Posted July 24, 2018 by Abhishek Pandey @ 3:36 am

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When designing a website, put yourself in the user’s shoes. What you find ineffective in a website is something users will likely find ineffective themselves. According to the Statistic Brain Research Institute, in 2015, the attention span of humans averaged 8.25 seconds, down from 12 seconds in 2000. For website designers, this study is significant, in the sense that eight seconds is all you initially have to make site visitors understand your value proposition and convince them to stay on your site. More than that, and the chances of them being distracted skyrockets. So how do you make your website compelling enough to make them not want to leave? Here are some important points to remember when designing the website.

Create a Unique Value Proposition (UVP)

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In the content-saturated world of the Internet, every opportunity spawns the need to differentiate oneself. Creating a great first impression is key, but making the customer realize that what you offer merits their full attention is equally important.

A value proposition is a primary thing that determines whether users leave or stay on your site. It’s a statement that clearly explains how your product or service solves their pain points, its specific benefits, and why they should buy from you instead of your competitors. Some things to bear in mind when communicating your UVP:

Location

Eye tracking research shows that above-the-fold elements attract the most attention. Eyetrack III studies also found that the upper left of the page is where the eyes often fixate first before going left to right, then further down the page.

While these studies justify why website designers insist on positioning the site’s most important elements above the fold, there is absolutely no reason to cram everything you deem necessary on just this part of the page. You don’t want the top half of your website looking chaotic, or the overall usability of the page undermined.

Users’ attention is more difficult to capture now than it used to, mainly because of the sheer amount of content available on the Internet for them to peruse. That said, the items you include above the fold must communicate a clear and well-defined value proposition, as opposed to cramming what you think is important down users’ throats by littering the area with too many elements. Give them one tidbit of information to digest one at a time, and if they think this information is worth researching more about, they will stay on your page to find out more.

Visual Illustration

Harnessing the power of visual information is a primary ingredient in connecting with your audience. This is anchored to the fact that our brain processes visuals 60,000 times faster than plain text.

Add short attention spans into the mix, and the “show, don’t tell” argument becomes all the more compelling. Provide users with visuals like images, graphs, infographics, screenshots and video clips instead of big blocks of text. These allow them to process your message more quickly and retain more valuable information.

Another thing – although effective, adding visuals to your website comes with a caveat: they must support your value proposition and the audience’s perceived expectations. Otherwise, it may call into question your site’s integrity.

Unique Content

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As more and more content becomes available online, marketers find it increasingly difficult for their brands to connect. In fact, according to eMarketer, 41% of marketers struggle to come up with conversion-worthy content.

There’s the so-called 10X content, content that, as its name suggests, is 10 times better than what the search engines provide for a certain keyword. If you create content that answers everything a user can possibly ask about a topic, you’re shortening their research time, ultimately creating a positive experience for them. Among the characteristics of 10X content is the melding of aesthetics and utility, as well as providing great visuals while solving your customers’ problems.

White Space

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A cluttered website is hard on the eyes and confuses the brain. However, adding white space between paragraphs and in the margins has proven to increase comprehension by 20%.

While the layout of a webpage, including white space, may not measurably influence performance, it does influence user satisfaction and experience. Different web design elements affect the moods of users. Positive or negative is entirely up to you.

According to top website designers, having a white space is essential for lead generation because it minimizes confusion and reduces the effort required on the reader’s end, helping them navigate the website easily.

Call To Action (CTA)

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Call-to-action buttons should go beyond being attractive and fitting the overall design of the website. After all, their main purpose is to get your visitors to do something, such as download an ebook, sign up for a free trial, subscribe to a newsletter, and so on.

You don’t have to put CTAs above the fold. Rather you can place them in the middle or bottom of the page to avoid being aggressive with visitors. Other suggestions include using action-packed words, such as “try” or “download,” and the first-person speech to increase conversions.

Clarity of CTAs is also extremely important. Their message should explicitly convey what the visitor could expect to accomplish. If users fail to get what you mean, they’ll leave.

 

(All photographs are courtesy of the original owners unless otherwise indicated)

Filed under: Brand Marketing

Influencer Marketing Is Becoming a Potent Weapon for Brands

Posted July 18, 2018 by Abhishek Pandey @ 3:14 am

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Brands are investing more of their time and money into influencers. According to a research conducted by Bloglovin, it is seen that 63 percent of marketers have increased their budgets for influencer marketing in 2017. This increase in budgets suggests that brands understand the value of influencer marketing and how they can leverage it to boost their performance.

But how exactly does influencer marketing help brands? With the massive followings of influencers, the obvious benefit is that they help brands reach a bigger audience. Besides this, there are several more reasons why influencers have become such a powerful weapon for brands.

They Leverage Authentic Storytelling to Engage Your Target Audience

Influencers are able to engage their fans by being their true selves. They express themselves through authentic and engaging content, which their followers look to for inspiration. And according to TapInfluence, 71.2 percent of influencers feel that their honesty and sense of humor is what keeps their audience engaged.

This is perhaps why influencers are so good at creating authentic content about the brand they promote. The TapInfluence study also found that the biggest benefit of influencer marketing is that it helps tell an authentic story around their brand. 89 percent of marketers in a Linqia study also feel the same way about influencer marketing.

This authenticity keeps an audience engaged even when it comes to promotional content created by influencers. And an engaged audience is much easier for brands to win over and convert to paying customers.

They Improve Brand Sentiment

Brands always strive to win the hearts of consumers and create a positive brand image. So it’s no wonder they work with influencers to promote their brands because influencers can increase positive brand sentiment. According to a RhythmOne study, influencer marketing programs that lasted for two or more weeks resulted in an 8.73 percent lift in positive brand sentiment.

You will be able to experience this benefit more effectively if you invest in influencers who genuinely believe in the product. This genuine positive sentiment the influencers have towards your brand can help portray your brand personality in a positive light.

They Drive A Higher Return On Investment

Another major benefit of influencer marketing is the return on investment it is able to yield. 54 percent of marketers in the Bloglovin’ study use influencer marketing to grow their social media following and engagement. 53 percent use it to drive more sales, while 47 percent use it to drive traffic to their websites.

Other than that, 71 percent of marketers in the study felt that influencer marketing helps them raise brand awareness on social media. 67 percent have stated that it helps them reach a more targeted audience. But these are not the only reasons why brands are leveraging influencers for their marketing campaigns.

The RhythmOne study found that influencer marketing delivers high returns in terms of earned media value. This is the value attributed to factors such as social sharing and publicity as well as other forms of organic digital media exposure. Influencer marketing helped advertisers generate $11.69 in EMV for every dollar they spend.

Wrapping Up

It’s clear to see that there are several reasons why brands are choosing to use influencer marketing as a weapon to overcome marketing challenges and get ahead of their competitors. Through authenticity, influencers help brands engage their target audience and then deliver higher returns in earned media value.

Filed under: Brand Marketing

Surviving the Digital Transformation Through Creatives – Here’s How

Posted July 17, 2018 by Abhishek Pandey @ 3:52 am

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Digital transformation, while two steps forward for marketing and mankind, has been arguably a giant step back for brands. The seismic cultural shift initiated by digital media and personal devices opened the door for an explosion of new entertainment channels, technologies and consumption behaviors. But it also meant increased media fragmentation and the loss of a controlled, linear consumer journey. So while opportunities to create compelling and innovative content have grown exponentially – so has competition for consumer attention. If you’re intrigued by the possibilities of digital transformation, here how you can survive it through engaging creatives.

Open Your Mind To Newer Ideas

Today’s workforce is packed with creative technologists, consultants, business strategists and inventors whose days are spent thinking up new ways to innovate alongside clients in the fast-moving age of digital transformation. And let’s agree: They’re extremely good at it. The world around us is an innovation lab and, as a creative, you’ll have to get used to the fact that everyone around you is pitching an idea that could become the next big thing.

Learning On The Go

Commit to increasing your depth as a specialist, while gaining perspective and context about the world around you. This education-based tactic is a big part of how we can apply design thinking to the digital world. There are teams that are competing for the client’s trust and attention and are jam-packed with individuals who possess highly specialized knowledge (e.g., mobile cloud strategy), understand how their expertise plays into overarching customer experience and adeptly apply those skills inside industries we serve (e.g., global automotive). Companies like Airbnb, Netflix, Uber and their contemporaries have made a huge impact on our perception of possibility inside this brave new world.

 

Their innovation opened our minds, brought the convenience of choice to our lives and brilliantly illustrated the basics of digital transformation—its processes and potential. The businesses at the forefront of that tectonic shift are now the fabric of our everyday expectations. We’re more demanding and empowered and less patient than ever before. And those demands accelerate every time we experience the magical comingling of creativity and technology. There are no rules for how to transform successfully, but creatives have a unique perspective on how to move and inspire people—a key role, as our relationship with technology dramatically influences the next chapter of human history.

Business Has Always Been About Inspiring People

While creativity finds new mediums and avenues for expression, the most beautiful trend in digital transformation is our renewed focus on humanity. The convergence of technology, data, and creativity provide boundless opportunity to improve people’s lives. Through continued focus on brand purpose, empathy and two-way conversation inside innovation, we elevate everyday experiences and benefit from deeper, more personal engagement. Even more, than we want a great product or service, we long to be drawn into the magic of a powerful story, the shared ethos of a community and the beauty of artistic expression. In a thrilling shift for creatives, human beings and our values are beginning to overtake technology as the focus of digital transformation.

Filed under: Brand Marketing
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