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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

Influencer Campaign Generation- Some Easy DIY Tools

Posted September 4, 2018 by Abhishek Pandey @ 5:51 am

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In the present market scenario, influencers have become the force of revenue generation. Brands have a knack for picking influencers campaign to influence their followers about their wide range of products. If still, you haven’t signed up for a pool of influencers to advertise your product, you are almost lagging up. So, buckle up and build a brand DIY style by engaging some influencers. In the following blog, we bring you some awesome tools to get your influencer campaign underway. You will be able to easily tackle the essential components of influencer identification, communication, activation, and management.

Why is Influencer Campaign so Important?

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Influencer campaigns are so important given the fact that they are outbound and have a perspective approach. Influencers have real-time followers who are dedicated and follow them easily. Brands outline that influencer campaigns have more potential for conversion into leads than the other forms of advertising and campaigning. The other benefit of influencer marketing includes the rate chart. The rate charged by an influencer would be somewhat low than other forms if you go into detailing plus there is assured benefits. Hence influencer campaigns are so attractive and in practice these days.

Tools for Influencer Campaign generations

Here are some of the simple DIY tools recommended by our experts in the field who recommend them. These tools can ease off the extra burden of the influencer marketing manager and relieve him of the awkward burden of proofreading every influencer. So, what are the DIY tools for Influencer campaigns? –

Searching and Selecting Influencer

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For searching and selecting influencer campaigns, the brands and websites should use the following tools –

  1. Social Blade – This awesome technology would retroactively review accounts of the influencers on Instagram, YouTube, Twitter, and Twitch to screen them for growth patterns and account regularities.
  2. Calculator (Spreadsheet Formulas) – The influencer marketing managers can use this tool to easily calculate basic calculations like Campaign Acceptance Rate and Single Submission Success Rate. Through this, they can determine the influencer campaign timelines.
  3. Social Platform Search and Review Techniques – You can yourself search platforms to know your influencers through tags, content types, suggested users, locations, and niche keywords. Here the advantage lies in manually searching the content and keywords used by the influencer you are willing to target.

For Communication and On-boarding Influencer campaign

  1. Facebook Messenger and Such Apps – If you really wish to target a certain influencer, contacting them directly on Facebook Messenger, WhatsApp or Instagram may not be a bad idea. These self-made influencers love the idea of being informal and you can take on that idea to be a little informal. You must be genuine, personal and respect their niche despite your purpose being completely different. Once you have had a good chat and agree to work together, only then send the proposal through mailing services and become a bit formal.
  2. Google Docs and Sheets – Now How will you manage the Influencer Campaign? To organize the campaigns, Google drive can be a cost-effective alternative. You can have a campaign dedicated Google doc which would be effective and easy to use.
  3. MailChimp, Gmail & Related Email Tools: With up to 2,000 subscribers and 12,000 emails per month free forever with no credit card required, you can’t beat Mailchimp’s ease of use for influencer communication and correspondence. Gmail is always great as well, with custom domain emails starting at just $5 per month with G Suite.
  4. DocuSign – DocuSign is a great alternative to formal mailing. You get the ability to send agreements for signatures and receive them easily. This is also integrated with Dropbox and Google and is available at a great price of only $3 per month.

Planning and Activating Influencer Campaign

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For planning and activating Influencer campaign, you Can have the following options –

  1. QuickBooks – This is the best in class application to track payments to contracts for the entire year. If your team is planning a high volume of influencer making campaigns, they will need a tool to keep up 1099’s, logging completed work and separating vendor expenses. This is the tool you must need.
  2. PayPal Activation – Most of the Influencers in states and Europe prefer payment over PayPal as it is handy to use and have no big issues with it. In addition, integration into your accounting software like Quickbooks can further streamline how your billing and payment teams process information for state and federal tax compliance.

Management and Reporting

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  1. Google Spreadsheet – You can use the Google spreadsheet to easily organize the influencer campaign while manage and calculate simple post-performance measurements.
  2. Native Social Measurement Tools – Each social network has their own measurement capabilities and functionally. Explore how each platform can complement your influencer efforts, like using Insights for branded content on Instagram for example.
  3. Google Analytics – This is a must as you can get general information about the landing pages, product specific information. Also running comparative channel traffic analysis from before, during and after campaigns is easy with this.
  4. Bitly – This is another excellent platform to track clicks, referral channels and top locations of search coming from. It is a great tool for tracking top sales funnel metrics or a specific influencers traffic referral ability.
Filed under: Advertising

How can the Brands Improve their Contextual Ad Performance?

Posted by Abhishek Pandey @ 5:44 am

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Contextual advertising is a form of ad targeting for promotional content that appears on digital media, as well as websites and browsers. The ads are chosen and served by automated systems that work to display the most relevant ads based on the identity of the user. This article will reveal some techniques to improve contextual advertising.

The Importance of Contextual Advertising

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It’s no secret that the traditional methods of advertising are not nearly as effective as they once were. The idea of throwing out a giant, untargeted net and hoping for the best is a thing of the past. Contextual advertising is a tactic designed to create digital campaigns that are tailored to the organic flow of the UX. As the bulk of online behavior is now being tracked, it would be wise to make the most of this new reality and find new ways to increase revenue.

When you write blog posts, the name of the game is to engage and educate readers without blatantly pushing a sales agenda. Contextual ads are the fantastic way to put relevant ad content in front of interested eyes without coming off as intrusive.

Some Ways to Use Contextual Advertising

If you want to earn more with the advertisements, here are some ways you can tap the vast engagement potential of contextual ads.

Never Compromise On UX

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Intrusive advertising can ruin an online experience faster than anything else. Many times, users don’t even look at poorly designed or irrelevant ads on a website. They are only interested in finding the X that gets rid of them. From a technical perspective, if your site’s color scheme presents a neutral vibe, a giant ad with super-vibrant colors will look out of place and will certainly disrupt the UX.

Contextual advertising is far from a one-size-fits-all solution. Each platform has its own unique landscape when it comes to displaying opportunities. For this reason, you cannot underestimate the importance of ad customization. Even the tiniest detail can wreak havoc on a website’s UX and ruin the effectiveness of the ad.

Understand Visitor Intent

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As in nearly all forms of online marketing, the key ingredient is simply knowing how your audience functions in relation to your platform. When it comes to contextual advertising, a great deal of success comes down to being in the right place at the right time. The visual hierarchy of your content needs to be in perfect order. From a monetization point of view too, ads need to be placed in accordance with your visitors’ on-site surfing behavior. Further, the messaging needs to be changed based on how people interact with your website.

Be Very Selective in Choosing Advertisers

As a blogger, choosing the advertisers that are allowed to display contextual ads on your website should not be a trivial process. One of the biggest mistakes a publisher can make is welcoming any and all advertisers for the sake of revenue. In reality, doing this can be counter-productive. For example, if your blog provides travel advice, placing ads for bathroom cleaners or marketing automation software wouldn’t likely be in line with what the user is looking for.

Last Words

After going through this article, you must have come across the harsh reality that you will always be locked in a constant battle not only with other publishers but also ad blockers. The key to capitalizing on engagement potential is finding innovative ways to appeal to customers on a level that doesn’t compromise their online experience and adds intrinsic value to their lives.

Filed under: Advertising

Facebook and Google Advertisement: How can Small and midsize businesses (SMBs) Fare?

Posted September 2, 2018 by Abhishek Pandey @ 2:44 am

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Google and Facebook have been the front-runners in the advertising industry for nearly two decades now since their inception. Being relatively easier platforms than print, they tend to bring in the target audience compliance to greater affordable rate as well. With such ease of use and target capabilities, the small and midsized businesses find Google and Facebook easier to drive their advertisement with. As per Chris Ruberg, Senior SM specialist at Independent Media Agency Empower, “Facebook provides an unprecedented number of tools to make using its ad platform easy to navigate for even the most novice business or advertiser.”

It is correct on the part of Google also. If you have not yet signed up with Google AdSense and AdWords, the experience is quite fruitful. The tools make the advertisement profound and gallant.

How are Google and Facebook Advertisement Different?

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Google and Facebook, since its inception, has been the tool to look out for by the SMBs to drive their advertisements. For most of the SMBs across the globe, these two platforms tend to provide most of the advertisements. Still guessing the number of users on these platforms? Take away the Fortune 1000, and most of the 5.999 million that remain are small and midsize businesses. And all these business houses have benefitted from Google and Facebook Advertisement. Most of the SMBs lack manpower and time to formulate ads and they need someone to take care of that. Google and Facebook have been extremely effective at reaching target audiences while also being convenient.

What are other major players in Advertisement agencies?

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Recently Twitter and Snapchat began to build advertisement platforms to attract SMBs but still, they are in the early stages of production. Snapchat did introduce the Snap Accelerate Initiative last October to attract the SMBs and the Startups, incubators, and accelerator programs with access to marketing benefits and services. Snapchat recorded a 30 percent increase in its advertisement revenue from the fourth quarter of 2017 through its Accelerator Program.

Similarly, Twitter Launched Promote Mode, its Subscription based self-serve advertising platform. This enables SMBs to play a flat fee of $99 per month to promote their profiles and individual tweets. Twitter is yet to officially convey the figures but labeled the results as positive. Twitter only provides analytics for tweets and followers while Snapchat provides offer data like Story views, time spent viewing, reach, average view time, story view percentage and Popular regions.

What Factors are Mostly used in Facebook and Google Advertising?

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Facebook is the topmost contender when it comes to advertising with the social media channels. With more than 1.5 billion users across the globe and an average of 6 hours per day mean Facebook reaching the target audience ratio much earlier than most others. Facebook tracks the purchase journey via multiple devices even when those transactions occur outside of Facebook. “Facebook is very scalable. The results and metrics are gathered immediately, and you can act on them immediately,” Gallant added. “The interactivity of the platform is immensely powerful.”

But if SMBs are not using Facebook advertisement, they are probably on Google but getting out of these two means finding new sources and that is a daunting task. “While it may be more expensive to advertise on Google, Google is more worth it in our eyes because you gain more visibility and, therefore, higher ad value,” said Joseph Crea, marketing manager of Dumbo Moving and Storage in Brooklyn, N.Y.

Filed under: Advertising

Guide to LinkedIn Analytics for B2B Marketers for Full Success

Posted August 30, 2018 by Abhishek Pandey @ 9:20 am

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LinkedIn has evolved from what it used to be. It has evolved from the services it used to provide for the Social Media. It’s status of being just a job site. It has evolved as a big marketplace of Content marketing for B2B marketers. If we talk about the LinkedIn Analytics, the social site has quickly become a staple of B2B content marketing with a staggering 500+ million user base. So, if you are someone looking to share hyper-specific content to establish a proper community or want to contact the biggest persons in your industry or are struggling to find top-tier talent for your team, LinkedIn is the Place you should be.

How Can LinkedIn Analytics help generate staggering numbers for you?

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Content Marketing and its branding have become important components for success on LinkedIn. This is also true for companies and individual alike. So, if you want to grow, you will require to figure out the type of content. You must have an excellent messaging skill that people must revert too. For LinkedIn, the content which would work specifically is quite different from what it used to be for other sites like Facebook, Twitter, and Instagram. For Starters, LinkedIn Analytics focuses on mainly three core areas:

  1. Company Updates
  2. Followers
  3. Visitors

So, we check out as to how the LinkedIn Analytics is driven in the market and how marketers can make use of them easily.

Company Updates

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You get real freedom when it comes to company updates but there is a requirement of what’s working for them. On the company updates section on LinkedIn, you can easily check the factors behind the most impressions, engagement, and clicks.

The first part of your company updates contains the following:

  • Preview: Here you’ll see the title of the LinkedIn post as well as the option to view it in real-time. If you hover over the title, you’ll see a preview of the live post.
  • Date: The date the post was published.
  • Audience: This indicates whether the post was sent to all your followers or a targeted group.
  • Sponsored: This shows whether you paid to promote a post. If it was just an organic post, you can click on the “Sponsor” link to start a paid campaign to promote it.
  • Impressions: The number of times the post was shown to LinkedIn members.
  • Clicks: The number of times your company name, content or logo have been clicked.

Interactions: The number of engagements (likes, comments or shares) on your post.

Followers

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To understand the key components of LinkedIn Analytics, it is important that we understand if we are reaching the right people. This section provides insights into your audience on the platform as well as the total number of followers, their demographics as well as trends in the growth. The understand the follower demographics, you can view your audience by –

  • Seniority
  • Industry
  • Company Size
  • Function
  • Employee Vs. Non-Employee

Visitors

This is also the important section as far as the LinkedIn Analytics is concerned. It will provide data about your company page but not about the content there. The data points would include –

  • Page Views
  • Unique Views
  • Visitor Demographics

 

Filed under: Advertising,Blogroll

What Must Brands Do to Improve SEO Without Creating Their Own Content?

Posted August 24, 2018 by Abhishek Pandey @ 12:56 am

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Search Engine Optimization (SEO) is one of the most successful ways to quantify the websites and the content there. Not only can it bring the content to the specific users, it can also manipulate the brand value as well. The content creators have the ability to spread the brand awareness through their exquisite content on Social media sites through Instagram posts and Facebook pings. They can drive traffic to the site in various ways through high-performing content for paid ads. But apart from these tried and tested ways, there is one other way to create brand awareness – Improve SEO i.e. Search Engine Optimization.

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This is one of the most underutilized Influencer marketing strategies where the brands do not prioritize content creator’s blogs to improve SEO. Through SEO, the bloggers can uniquely generate authoritative backlinks to the site and increase traffic substantially. This unique way is not easy to replicate on social media platforms.  There can be some differences to improve SEO as told in the following article. There are few best practices brands should consider when working with bloggers to optimize each creator’s blog post and get the best SEO results. Check out how you can improve SEO without creating their own content.

Have Your Product Name in the Post’s Title to Improve SEO

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When you submit your blogs to the search engine, the first and foremost submission is your blog title and the content is determined by the title of the blog. It is a big step in setting up relevance for the content. The brands must ensure certain parameters when partnering up with some bloggers. They must make sure to include the name of the brand in the first 65 characters of the title to improve SEO. This might seem odd but Google cuts off search engine optimization results after a couple of sentences.

This tactic is highly impacting on the Search engine and it draws attention to the post and increases SEO dramatically. This will improve SEO as compared to the generic title where the Brand names are missing or have been badly appropriated. In these cases, Google would have a difficult time associating the post with your brand and would deprioritize the post in searches.

URL and Permalink setting to Improve SEO

Search Engines like Google and Bing use the blog post’s URL to determine the type of content coming from there. If your SEO expert has carefully made the URL to the post, the search engine will find it relevant and increase its rankings. If the rankings of the post increase, the clickability of the post increases dramatically. Many bloggers while publishing their posts on search engines, they tend to modify the blog title in favor of the brand for better assessment.

Be Relative to Your Consumer to Improve SEO

It is highly suggested in marketing that you speak the language of the consumers. For that keyword selection is highly important. It is an important element of SEO and its importance is to increase the rankings of the site. A highly optimized blog post will speak the same language as your brand’s customer base. Think through the words that a potential customer might search for to find a piece of your content and ask the creator to include those words in the post. It is important for the content providers to synchronize their content in a way that determines the viability of their product. In simpler terms, the consumer must associate themselves with your content and buy a product based on the recommendation. They will only do that when they feel connected to the content. Hence to improve SEO, Keyword planning is highly important.

Filed under: Advertising

Can Brands Change Their Fate Using Unpaid Influencer Campaigns?

Posted by Abhishek Pandey @ 12:51 am

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Brands have often been in dilemma in bringing the influencers on board their marketing strategy. They are susceptible to spend a budget on something, the outcome of which is not in their hand. This decision often lets them to not get into any sort of influencer marketing strategy. But this is more than what they often perceive. Brands tend to experiment with their marketing with some form of Unpaid Influencer Campaigns. They tend to bring these strategies to guarantee their investment into something fruitful. So, do these unpaid influencer campaigns work? Is it possible for some brands to bring into fore the unpaid influencer campaigns? Will the result be the same for both paid and unpaid influencer campaigns for marketing? Will the equation work on similar terms for influencers if they don’t get paid?

What can be the Issues arising in Unpaid Influencer campaigns?

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So, if your brand is planning to bring into the team the unpaid influencer campaigns, you are not alone. Thousands of such brands and some influencers too want to have such exposures. Influencers too tend to start off with such cases as they too want to test their skills in the advertisement. Often, the big influencers and celebrity endorsements tend to make big headlines, but most influencer collaborations happen at more reasonable rates and scale. Companies can receive positive ROIs by working with a large number of micro-influencers. They are eager to work without even having to pay them hugely. Investment in high-quality influencers and tools to streamline a large influencer program is necessary to see long-term, tangible returns. For some brands, it may be possible to run successful and unpaid influencer campaigns as well.

What factors determine if your brand qualify for Unpaid Influencer Campaigns?

 

Here are some of the factors which might describe if your brands qualify for unpaid influencer campaigns –

  1. Value of Products – The value of products go a long way in deciding if any of the influencers might say yes to unpaid campaigning. Luxury fashion products, cosmetics, and some electronic items have a huge fan following. These verticals have the potential to gain influencers who are ready to run unpaid campaigns.
  2. Popular or Viral Products – many influencers, in an attempt to enjoy popularity, vie to endorse some products which have gone viral. They are willing to work with trendy products, if not the brand. The brands can capitalize on the trend set by their brands to influence influencers.
  3. Non-Profits – Even though the influencers don’t have a fixed layout for CSR, they tend to help non-profits get recognition. They are often willing to spread awareness about nonprofits. Certainly, they too get the soft side of the people.

What Alternatives can you offer to run Unpaid influencer campaigns?

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There are certain alternatives to monetary compensation which your brand can offer to the influencers. Here are some of them –

  1. You can offer to feature influencer content on their social channels, website or other advertisements.
  2. Also, you can gift them your products cases for free.
  3. A long-term partnership proposal or affiliate partnership with the commission may be fruitful.

Acceptance rates for Unpaid influencer campaigns

Often, we see how some brands can run successful unpaid influencer campaigns solely on a gift-giving basis. So, after surveying both the brands and the influencers, we can conclude that the influencers can work at a discount for brands which they love. Working for a favorite brand even without any price can uplift their social aspects easily. As per Karlee Andrews @Madameandrews, an influencer with close to 150k followers,

“As for unpaid vs paid, I almost always charge…I put a lot of time and effort into producing content that fits with the campaigns that I work on. I know that I produce great content and I’m not afraid to say that I should be compensated for it… However, if the product is worth a lot and I love it, I will on occasion do work for trade”.

But brands should note that working without any payment can limit the number and types of influencers in the future too. Only willing and fan type influencers will work for your brand henceforth.

Finding the Right Set of Influencers

After talking to most of the brands and their testimonials, the influencers are willing to post content in lieu of products or other alternatives to money. The other products must resonate with the value of the work they are doing. So, it is important to find the right set of influencers to run unpaid influencer campaigns. To make the collaboration natural and authentic, it is important that the influencers align their likings with the product. You may also find the right set of influencers ready to run campaigns without even charging any money.

Filed under: Company Headlines

How to Find the Impact of Influencers on Social Media?

Posted August 22, 2018 by Abhishek Pandey @ 5:13 am

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In the ever-evolving atmosphere of social media marketing, Influencers have started to play important role in socializing the markets. They have been at the center of marketing for brands in the present scenarios. Since the inception of influencer marketing, there has always been the chaos of finding the right person for the job and hence the right audience for the brand. Brands have sometimes randomly chosen their influencers without even giving it a second thought. The Market has made the marketers suspicious of the performance of the influencer in the context of the game. It becomes important we check the impact of influencers on the Social Media in this context.

Why should we check the Impact of Influencers on the Social Media?

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Given the celebrity culture we are currently following, the richer they get, the lesser effective they have started to become. Even the most famous of the influencers are asked whether their followers are real or fake. Whether they would follow them to any such brand or will they remain loyal to what they have been doing? Will, they engage and take their brands forward. So, how do we measure influence and make a notion as intangible as influence tangible? But to answer that, we must first define the true definition of influence these days. There are three such characteristics which define influencers and evaluate their impact on the Social Media. Check it out –

Authenticity

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Authenticity is the most important of the aspects of the current state of data bankruptcy in the world. It seems to be the bedrock of influencers lately. The more an influencer can be vulnerable and give us an unfiltered look into their lives, the more they feel authentic and like a friend. 39% of the online buyers say that they start to believe the product endorsed by their favorite influencers. Social media has made it easier for influencers to break down the fourth wall between celebrity and fans. But not every influencer archetype has been able to show up authentically on social platforms.

Digital creators have gotten into the lives of everyone and sometimes straight into every part of their lives as well. In Full screen’s recent study, Influence by the Numbers, we found digital creators get two times more likes/comments/shares per fan each month than traditional celebs or micro-influencers. But what should you do to measure authenticity? To measure it, you must apply certain metrics like frequency of personal stories shared by an influencer or likes and dislikes on the content. Here you can understand the strength of the human connection and engagements.

Trust

Another major aspect to assess the impact of influencers on Social Media is to judge the trust they are creating. This factor assesses whether the influencers are using social media to quickly become famous or a place to let their creativity flow? We found that 51 percent of followers of digital creators believed creators were making content for self-expression and creativity, compared to 39 percent who felt the same for traditional celebs. That pure intention translates into trust, not only for the influencer but also for brands. In fact, 39 percent of digital creator followers said that if a digital creator mentioned a product or brand, it would increase their trust in that brand (compared to 29 percent for traditional celebrity followers).

To assess the trust factor, you should check their commitment to their audiences. Are they continuously putting in content for their audiences? Are they still remain committed after setbacks? What is the average view duration to assess the content quality?

Unity

Unity in the Social Media is a pretty new concept. The technology has united us over the time. It decides as to how we make, maintain and grow our relationship with other people. In a recent YPulse survey, 48 percent of 13–34-year-old said they have connected with someone they never met. But how can someone determine Unity? To determine it, you can ask the influencers if they are bringing people together through engagements. Are they making such content which emphasizes on bringing together important people?

These are some of the aspects which are important in understanding the impact of influencers on the Social Media.

Filed under: Advertising,Blogroll

PepsiCo all set to acquire Carbonated Drinks Machine Manufacturer SodaStream

Posted August 20, 2018 by Abhishek Pandey @ 11:42 pm

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In order to enhance its market reach amidst growing competition and market share by rivals Coca-Cola. To expand its carbonated beverage reach to urban and semi-urban population PepsiCo is all set to acquire SodaStream, a company notification read. The company has announced its entering into an agreement wherein the Pepsi will purchase make-your-own-seltzer machine maker SodaStream for a whopping $3.2 billion or say $144 per share. This comes amidst the news of stepping down of its CEO Indira Nooyi after a 12 years stint at the helm of the company.

How is SodaStream useful for PepsiCo?

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PepsiCo has been under grind for its low market performance and shares in the recent times when the rivals like Coca-Cola has emerged to have the biggest market share in the beverage category. To strengthen its position in the Asian markets, SodaStream might turn out to be an exciting acquisition. SodaStream currently manufactures machines which helps the consumers to make Sparkling water from tap water, a technology it did patent. The company has enjoyed a huge surge in its business in the recent two years. Its stocks rose to 320 percent in the last two years as per a CNBC report. The purchase hence will help PepsiCo in growing its portfolio as a brand which is concerned about the health of its consumers.

How has PepsiCo Viewed this acquisition?

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As per the press release regarding the acquisition, PepsiCo has viewed this agreement as a venture into the journey of making its customers happy. It views the acquiring the company as for the next step in the ‘performance with Purpose journey. The company has plans to focus more on the health and wellness sector through environment-friendly and cost-effective solutions to beverage conundrum. PepsiCo outgoing CEO and Co-Chairman Indra Nooyi said in a statement, ‘“PepsiCo and SodaStream are an inspired match. Daniel [Birnbaum] and his leadership team have built an extraordinary company that is offering consumers the ability to make great-tasting beverages while reducing the amount of waste generated. That focus is well-aligned with Performance with Purpose, our philosophy of making more nutritious products while limiting our environmental footprint. Together, we can advance our shared vision of a healthier, more sustainable planet.”

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Daniel Birnbaum, the CEO of SodaStream added, ‘Today marks an important milestone in the SodaStream journey. It is a validation of our mission to bring healthy, convenient and environmentally friendly beverage solutions to consumers around the world. We are honored to be chosen as PepsiCo’s beachhead for at home preparation to empower consumers around the world with additional choices.”

The news of the acquisition comes at a time when the company is set to see a top deck change in the form of its CEO Indira Nooyi who is serving her notice time at the company. She will be replaced by Ramon Laguarta, the current Head of Global Operations at PepsiCo. The acquisition has been unanimously approved by both the parties as well as the board of directors of PepsiCo. It is forecasted to become an official part of the company in January next year following a SodaStream shareholder vote as well as undergoing routine regulatory approvals.

 

Filed under: Company Headlines

How Should You Build a Customer Intelligence Based Data Plan?

Posted by Abhishek Pandey @ 7:32 am

Behind any industry and trade and product, data metrics play an important role. It’s the deal which brings the revenue for the companies and with GDPR in the town, the data plan might need to be revoked. The private data needs protection and in that scenario, the businesses need a proper planning. But data and data processing are not just a commodity but the necessary means to run the companies these days. It helps to understand the user pulse and their behavior over a longer period of time. These data channels help the brands to get closer to their potential customers and prospective buyers. They tend to make brands aware of the impediments to their marketing lack. So, there is a requirement of a customer intelligence-based data plan for a resurgence of businesses.

What is the need for Customer Intelligence based data plan?

Over the period of time, the brands who have created meaningful and transparent customer relationship have thrived for longer durations. Those who imbibe by the customer values have survived the long rope. Not because they have more data, but because they have more intelligence. So, in these scenarios, how would you rewire your strategies given the fact that the user intelligence has changed. How can the businesses use the customer intelligence-based data plan to accelerate their lead?

The key to resurge your business will begin with a proper strategy. How can you build a more direct relationship with your customers? What do you have of value to offer them? How can you use data to enable that value and is it worth the value exchange required? How does this advance your customer relationships and how can you now serve them with greater care, personalization, and distinction? Here are some of the methods in which you can build Customer Intelligence based data plan –

Data should be aligned with Stakeholder Requirements

The data you have been storing or marketing must have the consent of the stakeholders. It must be cleansed, corroborated and connected to solve the business problems. Privacy by design should be at the core of any data-enablement strategy, with good responsible governance as a foundation. Bring your IT, legal, and privacy teams together to create sustainable policies around data collection, processing, and management. And never collect data for the sake of having it for future use – if you don’t have a plan and policies set up in advance of any data capture, go back to step one.

Format Your Data

To establish a good relationship with your customer, your data must be correct. It should be clean and formatted so that it matches with other attributes and signals. There can be some inaccuracies in the data like mistyping of information, data that’s been poorly vetted. They must be properly formatted before you create a Customer Intelligence Based Data Plan.

Resolve to a single identity

This is the hard part. To resolve multiple fractional profiles to a single identity, you need a partner with a robust identity graph—one that provides a single unified 360-degree view online and offline, across channels and devices, that is accurate, persistent over time, and works as a durable match key underlying all use cases you are looking to employ. This identity then maps to everything from upstream customer intelligence and segmentation through onboarding and activation through all of your measurement efforts, then feeds it back again to make your activities smarter, more effective, and more efficient. An end-to-end system of identity is the key to successful data enablement.

 

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