Instagram is the fastest growing social network in 2019, continuing its phenomenal expansion in 2017 and 2018. Its older sibling, Facebook, may still have the largest user base, but Instagram is rapidly catching up. One notable difference is that Instagram is beloved by the young, whereas that demographic are now leaving Facebook because they perceive it as now being for their parents.
In mid-2018 Instagram announced that it had reached 1 billion monthly active users, and is now well on its way to the second billion. These users post 95 million photos and videos per day, along with uploading 400 million Instagram Stories a day. Instagram users “like” an incredible 4.2 billion posts every day.
Instagram has genuinely become the powerhouse platform of late, particularly amongst younger social networkers and influencers.
via: influencer marketing hub
The document provides an overview of influencer marketing. It defines influencer marketing as partnering with people who have influence over potential customers through their online content and social media followings. These influencers help brands connect with audiences in a more authentic way. The document discusses why influencer marketing works by noting that traditional advertising is struggling while social media engagement is high. It also outlines the top social media channels for influencer marketing, including YouTube, Instagram, blogs, and emerging platforms like Twitch. Finally, it summarizes recent developments in two key platforms, noting Instagram's push into video through Stories and IGTV, while Snapchat has declined due to stagnating user growth.
The State of Influencer Marketing CMO Summit April 2016Lyle Stevens
Americans spend 1.7 hours per day on social networks, which is more time than email and search engines combined. As a result, we’ve become a society whose purchase behavior is heavily influenced by those we choose to connect with online. We’re also a society suffering from ad fatigue, fraud and blockers. When people get overwhelmed, they tend to revert back to the things they trust, like human relationships. In the context of marketing, this gives influencer marketing a major advantage over other digital advertising methods.
Until recently, influencer marketing was challenged with achieving the scale and automation necessary to meet marketers' objectives. In this workshop, Stevens will explore new tactics and technologies that have emerged to enable businesses to move the needle in meaningful ways with all flavors of influencer marketing.
3 key take aways:
1. How influencer marketing has evolved to deliver results at scale
2. When and how to leverage different types of influencers
3. The tactics and technologies available to help
This document outlines an influencer marketing plan. It begins by defining influencers as social media users who have gained followers for their expertise on a topic. Influencer marketing involves using influencers to endorse brands and drive awareness and sales. Statistics show influencer marketing delivers an 11x ROI compared to other channels. The document recommends identifying relevant influencers, matching them to target audiences like millennials, and offering incentives to produce original content promoting products. It provides an example of how GoodFoods partnered with 60 influencers across niches to generate over 2,000 pieces of content promoting their food products.
The Future of Influencer Marketing - The Future of MarketingMattr_co
This document discusses influencer marketing and how it is becoming an increasingly important tool for brands. It notes that trust in traditional advertising is declining, especially among millennials, but people trust recommendations from influencers and experts. The document also shares statistics on how influencer marketing spending has grown significantly in recent years and is projected to reach $1 billion by 2018. It promotes a company called Mattr that helps brands identify and engage influencers for marketing campaigns.
How to measure and improve your social media roiJeraldine Phneah
Organic reach has decreased drastically over the past few years on Facebook. As a result, Marketers invest more time, money and effort to create good content to get higher engagement and boosting their content.
This leads the management or client often questioning: Is my investment in social media really paying off?
Through this guide you will learn:
1. How to measure your social media ROI
2. How you can optimize your adspend through top quality content and better targeting
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
Amplifying Influencer Marketing: How to Use Instagram & Facebook Ads to Maxim...Tinuiti
89% of marketers say ROI from influencer marketing is comparable to or better than other marketing channels, according to MediaKix. Influencer marketing is typically considered and approached as a top funnel marketing tactic. We believe influencer marketing is a full funnel tactic, designed to drive brand and product awareness, fill your content folder with social advertising-friendly creative, and drive traffic and revenue through advertising amplification. Join our webinar as we dive into how we helped our clients leverage the authenticity of influencer’s organic content through Paid Advertisements on Instagram and Facebook to maximize return on their influencer marketing efforts.
The What, How and Why in B2B Social Influencer MarketingMOI Global
How is Social Influencer Marketing relevant to B2B?
As with the consumer industry, buyers in B2B follow, listen and trust individuals across social media that have a strong share of voice in their domain of interest. This document takes you through the What, How and Why.
The document provides an overview of influencer marketing. It defines influencer marketing as partnering with people who have influence over potential customers through their online content and social media followings. These influencers help brands connect with audiences in a more authentic way. The document discusses why influencer marketing works by noting that traditional advertising is struggling while social media engagement is high. It also outlines the top social media channels for influencer marketing, including YouTube, Instagram, blogs, and emerging platforms like Twitch. Finally, it summarizes recent developments in two key platforms, noting Instagram's push into video through Stories and IGTV, while Snapchat has declined due to stagnating user growth.
The State of Influencer Marketing CMO Summit April 2016Lyle Stevens
Americans spend 1.7 hours per day on social networks, which is more time than email and search engines combined. As a result, we’ve become a society whose purchase behavior is heavily influenced by those we choose to connect with online. We’re also a society suffering from ad fatigue, fraud and blockers. When people get overwhelmed, they tend to revert back to the things they trust, like human relationships. In the context of marketing, this gives influencer marketing a major advantage over other digital advertising methods.
Until recently, influencer marketing was challenged with achieving the scale and automation necessary to meet marketers' objectives. In this workshop, Stevens will explore new tactics and technologies that have emerged to enable businesses to move the needle in meaningful ways with all flavors of influencer marketing.
3 key take aways:
1. How influencer marketing has evolved to deliver results at scale
2. When and how to leverage different types of influencers
3. The tactics and technologies available to help
This document outlines an influencer marketing plan. It begins by defining influencers as social media users who have gained followers for their expertise on a topic. Influencer marketing involves using influencers to endorse brands and drive awareness and sales. Statistics show influencer marketing delivers an 11x ROI compared to other channels. The document recommends identifying relevant influencers, matching them to target audiences like millennials, and offering incentives to produce original content promoting products. It provides an example of how GoodFoods partnered with 60 influencers across niches to generate over 2,000 pieces of content promoting their food products.
The Future of Influencer Marketing - The Future of MarketingMattr_co
This document discusses influencer marketing and how it is becoming an increasingly important tool for brands. It notes that trust in traditional advertising is declining, especially among millennials, but people trust recommendations from influencers and experts. The document also shares statistics on how influencer marketing spending has grown significantly in recent years and is projected to reach $1 billion by 2018. It promotes a company called Mattr that helps brands identify and engage influencers for marketing campaigns.
How to measure and improve your social media roiJeraldine Phneah
Organic reach has decreased drastically over the past few years on Facebook. As a result, Marketers invest more time, money and effort to create good content to get higher engagement and boosting their content.
This leads the management or client often questioning: Is my investment in social media really paying off?
Through this guide you will learn:
1. How to measure your social media ROI
2. How you can optimize your adspend through top quality content and better targeting
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
Amplifying Influencer Marketing: How to Use Instagram & Facebook Ads to Maxim...Tinuiti
89% of marketers say ROI from influencer marketing is comparable to or better than other marketing channels, according to MediaKix. Influencer marketing is typically considered and approached as a top funnel marketing tactic. We believe influencer marketing is a full funnel tactic, designed to drive brand and product awareness, fill your content folder with social advertising-friendly creative, and drive traffic and revenue through advertising amplification. Join our webinar as we dive into how we helped our clients leverage the authenticity of influencer’s organic content through Paid Advertisements on Instagram and Facebook to maximize return on their influencer marketing efforts.
The What, How and Why in B2B Social Influencer MarketingMOI Global
How is Social Influencer Marketing relevant to B2B?
As with the consumer industry, buyers in B2B follow, listen and trust individuals across social media that have a strong share of voice in their domain of interest. This document takes you through the What, How and Why.
Influencer Marketing Benchmarks and Other Key TakeawaysRustin Banks
In a recent survey of marketers, 59% said they plan to increase their budgets for influencer marketing over the next 12 months. That means brands are looking to spend more money working with influencers to drive brand awareness, reach, and engagement.
Linqia: State of Influencer Marketing 2020 and COVID-19 RecommendationsLinqia
In this webinar, Linqia's Director of Marketing, Alicia Mickelsen, will highlight key findings from our annual report, The State of Influencer Marketing 2020. In addition to presenting findings from our report, Linqia's Brand Partnerships Lead, Keith Bendes, also provides real world advice for you from influencers and Linqia experts alike around how to think about influencer marketing within the context of COVID-19.
Key findings from the survey include:
- 89% of marketers plan to re-use influencer content across social, website, email & display ads
- 77% of marketers say they plan to work with micro-influencers over other types
- Nearly 100% of respondents plan to use Instagram for influencer marketing this year
- Influencer content outperforms typical branded content by 2.7x on paid channels
1) Influencer marketing is the fastest growing marketing channel for customer acquisition. While audiences don't necessarily equal advocacy, influencers with smaller audiences tend to have higher engagement rates.
2) The practice of paid influencer marketing faces challenges regarding transparency and ethics. Regulations are advancing to enforce greater transparency, while costs of working with celebrity influencers continue to rise.
3) Successful influencer marketing involves identifying relevant influencers for your target market or cause based on audience interests, and tailoring your messaging and strategy to the appropriate platforms. Craftsman's influencer campaign focused on racing fans and professionals, driving a 27% acquisition rate.
The document discusses how to measure the success of social media marketing campaigns. It recommends determining key performance indicators and objectives before beginning campaigns. Examples of KPIs include impressions, mentions, engagement, and conversions. The presentation also provides models for calculating social media return on investment, such as by comparing the value of social traffic to display traffic, examining how loyal super fans are more valuable than other customers, and valuing emails collected through social campaigns. It emphasizes setting goals and benchmarks to monitor campaign performance and make optimizations.
Business Director Michaela MacIntyre talks us through the Gravity Thinking approach to influencer marketing for brands including why you should be investing in this channel, a clear taxonomy of the types of influencers and what to expect when working with them as well as some top tips for how to manage risk and measure influencer activity. https://vimeo.com/246069774
Influencer Marketing has matured into a powerhouse marketing channel.
In this webinar, Rachael Cihlar and Laura Smous will provide actionable insights into what it takes to create a high performing influencer marketing practice, with less effort than you’d think. Through the use of case studies, proprietary data and actual customer examples, you’ll learn how to:
Drive programs and performance with goal setting
Optimize influencer selection for maximum ROI
Reach the right consumers, with audience targeting
Identify which influencer marketing metrics matter to you (and which don’t)
Continuously improve your influencer marketing, with analytics
Create an “always-on” influencer marketing strategy that’s vital to your success
Influencer marketing is not what it was even a year ago. It’s no longer a cumbersome process nor is it a one-off tactic. Rachael and Laura will outline the ease and efficiency of building an always-on automated influencer practice.
In an age where marketing currency equals digital consumption, the content marketing game has never been more intense or competitive. And while we can’t all claim to be as viral as a scandalous Kim Kardashian photo spread, we can aim to create and curate content that speaks directly to our audience in a new and incredibly valuable way. In this crowded social landscape, your content must provide serious value to capture the customers’ attention, and must be uber-relevant to stand out among the noise. This webinar isn’t going to give you a magical content formula, but it will help you get into a mindset to design a content strategy that has the potential to “break” the hum drum normalcy of the Internet.
Join us in this webinar as our content experts discuss:
Why content is your organization’s biggest asset when it comes to earned media;
Different content styles and categories, and how your business can produce in each;
How to organize and execute a strategy, including defining your brand story, sticking to an editorial calendar, and understanding performance analytics;
And what kinds of content lead directly to organization growth (and what that even looks like).
In this deck, we address questions such as:
1. Why engage influencers?
2. Which can help you better - micro or macro influencers?
3. Which platforms are the most suitable?
4. How to pick the correct influencer for your campaign?
5. How to measure the success of your campaign?
12 Step Insider Guide to B2B Social Influencer Marketing MOI Global
When you contemplate an Influencer Marketing programme, you’re talking about engaging and working with a tiny 3% of people who command 90% of the influence in any user group.
How do you find them? And how do you win their confidence and convince them to work with you?
We asked four of the biggest influencers in B2B marketing what makes an influencer tick, what makes them say yes, and what will make them enter into a long-term partnership with a brand.
Read on for the result. Your 12-step Influencer Marketing guide,
packed with golden nuggets and priceless advice, straight from
the horse’s mouth.
The Future of Influencer Marketing - Predictions for 2015 2016Rustin Banks
Traditional marketing tactics simply aren’t working in the digital space. Consumers are increasingly tuning out brand advertising, or worse, actively avoiding it.
To learn more about this growing challenge and other trends that are emerging, check out The Future of Influencer Marketing, Predictions for 2015-2016.
How To Integrate Influencer Marketing Into Your Marketing MixOnalytica
This document provides an overview of influencer marketing best practices. It discusses identifying key influencers through mapping audits, engagement models like advocacy and broadcast models, managing relationships with multiple influencers through influencer relationship management software, optimizing content marketing strategies by partnering with influencers, and measuring success through metrics like engagement, advocacy, and return on investment. The presentation encourages attendees to translate business objectives to influencer marketing objectives and experiment with engagement models.
Proctor & Gamble's Vocalpoint program identified 600,000 influential "connector" moms to market products through word-of-mouth. By understanding their needs, P&G crafted tailored messages for these moms to share. This led to increased sales and feedback that helped P&G improve products. Universal Studios leveraged bloggers to announce its new Harry Potter attraction, generating awareness among an estimated 350 million people. Stride Gum associated with viral video creator Matt Harding to reach young online audiences authentically with minimal cost. These examples show how deep customer understanding allows the crafting of engaging messages for influencers to share organically.
Drawing on the largest ever study of influencer posts on Instagram to identify:
• how influencers have disrupted the media landscape
• the brands using influencers
• the impact of different influencers
• new ways of working to combat growing challenges
This document provides a complete guide to content marketing trends in 2016. It discusses that content marketing generates more leads at a lower cost than traditional marketing. Top trends include increased use of blogging, video, social media, and automation. Measurement of success focuses on website traffic, sales, SEO rankings, and time on site. Emerging trends include algorithms to generate content, new publishing on social platforms, influencer marketing, and interactive content to boost engagement. Virtual reality and knowledge graphs will also impact content creation.
Harnessing the Power of Social Media InfluencersBBDO
This document provides an overview of how brands can engage social media influencers to promote their products and services. It defines influencers as passionate content creators with engaged online audiences. Influencers can help brands reach new audiences, build awareness, and drive actions like app downloads. While brands relinquish some creative control, influencer marketing generates higher engagement than traditional ads. The document outlines best practices for identifying the right influencers, developing campaigns, and measuring success through case studies.
How to write your first influencer marketing strategy presentation.Webfluential Global
Every brand in the world should have an Influencer Marketing element to their overall marketing strategy. The next six (6) chapters will walk you through the detail of how to build your first Influencer Marketing strategy from scratch.
The document discusses how artificial intelligence will transform influencer marketing by enabling marketers to identify and activate different types of influencers at scale. It outlines how AI can evaluate people's potential, preference, and performance as influencers. This will allow automatic identification and personalized activations of influencers like micro-influencers, advocates, referrers and loyalists. The future of influencer marketing is presented as powered by AI-driven identification, recommendation, and management of influencer programs and content across digital assets. Case studies are provided showing successful influencer campaign results for various brands.
This quick and to the point presentation highlights 10 recent studies and findings in the influencer marketing world. Complete with takeaways to add to your outreach marketing strategy.
InfluGlue-level up your game with these influencer marketing tips and tricks (1)InfluGlue
Find influencers who can fit well with your product, partner with performing influencers who can successfully endorse your brand among their followers and create a positive reputation for the product.
THE SHELF'S HOLIDAY INFLUENCER MARKETING PLAYBOOKThe Shelf
A step-by-step social media marketing strategy that will help you roll out a BOSS influencer campaign this holiday season, published by the fine folks at The Shelf
This document provides key findings from an influencer marketing benchmark report in 2021. Some of the main highlights include:
- The influencer marketing industry is expected to grow to $13.8 billion in 2021.
- Over 240 new influencer marketing agencies and platforms were established in the last year.
- Micro-influencers have better engagement rates than larger influencers, with micro-influencers on TikTok receiving an average engagement rate of 17.96%.
- Most influencers selected on Instagram and YouTube are micro-influencers, while larger influencers are more popular on TikTok.
Influencer Marketing Benchmarks and Other Key TakeawaysRustin Banks
In a recent survey of marketers, 59% said they plan to increase their budgets for influencer marketing over the next 12 months. That means brands are looking to spend more money working with influencers to drive brand awareness, reach, and engagement.
Linqia: State of Influencer Marketing 2020 and COVID-19 RecommendationsLinqia
In this webinar, Linqia's Director of Marketing, Alicia Mickelsen, will highlight key findings from our annual report, The State of Influencer Marketing 2020. In addition to presenting findings from our report, Linqia's Brand Partnerships Lead, Keith Bendes, also provides real world advice for you from influencers and Linqia experts alike around how to think about influencer marketing within the context of COVID-19.
Key findings from the survey include:
- 89% of marketers plan to re-use influencer content across social, website, email & display ads
- 77% of marketers say they plan to work with micro-influencers over other types
- Nearly 100% of respondents plan to use Instagram for influencer marketing this year
- Influencer content outperforms typical branded content by 2.7x on paid channels
1) Influencer marketing is the fastest growing marketing channel for customer acquisition. While audiences don't necessarily equal advocacy, influencers with smaller audiences tend to have higher engagement rates.
2) The practice of paid influencer marketing faces challenges regarding transparency and ethics. Regulations are advancing to enforce greater transparency, while costs of working with celebrity influencers continue to rise.
3) Successful influencer marketing involves identifying relevant influencers for your target market or cause based on audience interests, and tailoring your messaging and strategy to the appropriate platforms. Craftsman's influencer campaign focused on racing fans and professionals, driving a 27% acquisition rate.
The document discusses how to measure the success of social media marketing campaigns. It recommends determining key performance indicators and objectives before beginning campaigns. Examples of KPIs include impressions, mentions, engagement, and conversions. The presentation also provides models for calculating social media return on investment, such as by comparing the value of social traffic to display traffic, examining how loyal super fans are more valuable than other customers, and valuing emails collected through social campaigns. It emphasizes setting goals and benchmarks to monitor campaign performance and make optimizations.
Business Director Michaela MacIntyre talks us through the Gravity Thinking approach to influencer marketing for brands including why you should be investing in this channel, a clear taxonomy of the types of influencers and what to expect when working with them as well as some top tips for how to manage risk and measure influencer activity. https://vimeo.com/246069774
Influencer Marketing has matured into a powerhouse marketing channel.
In this webinar, Rachael Cihlar and Laura Smous will provide actionable insights into what it takes to create a high performing influencer marketing practice, with less effort than you’d think. Through the use of case studies, proprietary data and actual customer examples, you’ll learn how to:
Drive programs and performance with goal setting
Optimize influencer selection for maximum ROI
Reach the right consumers, with audience targeting
Identify which influencer marketing metrics matter to you (and which don’t)
Continuously improve your influencer marketing, with analytics
Create an “always-on” influencer marketing strategy that’s vital to your success
Influencer marketing is not what it was even a year ago. It’s no longer a cumbersome process nor is it a one-off tactic. Rachael and Laura will outline the ease and efficiency of building an always-on automated influencer practice.
In an age where marketing currency equals digital consumption, the content marketing game has never been more intense or competitive. And while we can’t all claim to be as viral as a scandalous Kim Kardashian photo spread, we can aim to create and curate content that speaks directly to our audience in a new and incredibly valuable way. In this crowded social landscape, your content must provide serious value to capture the customers’ attention, and must be uber-relevant to stand out among the noise. This webinar isn’t going to give you a magical content formula, but it will help you get into a mindset to design a content strategy that has the potential to “break” the hum drum normalcy of the Internet.
Join us in this webinar as our content experts discuss:
Why content is your organization’s biggest asset when it comes to earned media;
Different content styles and categories, and how your business can produce in each;
How to organize and execute a strategy, including defining your brand story, sticking to an editorial calendar, and understanding performance analytics;
And what kinds of content lead directly to organization growth (and what that even looks like).
In this deck, we address questions such as:
1. Why engage influencers?
2. Which can help you better - micro or macro influencers?
3. Which platforms are the most suitable?
4. How to pick the correct influencer for your campaign?
5. How to measure the success of your campaign?
12 Step Insider Guide to B2B Social Influencer Marketing MOI Global
When you contemplate an Influencer Marketing programme, you’re talking about engaging and working with a tiny 3% of people who command 90% of the influence in any user group.
How do you find them? And how do you win their confidence and convince them to work with you?
We asked four of the biggest influencers in B2B marketing what makes an influencer tick, what makes them say yes, and what will make them enter into a long-term partnership with a brand.
Read on for the result. Your 12-step Influencer Marketing guide,
packed with golden nuggets and priceless advice, straight from
the horse’s mouth.
The Future of Influencer Marketing - Predictions for 2015 2016Rustin Banks
Traditional marketing tactics simply aren’t working in the digital space. Consumers are increasingly tuning out brand advertising, or worse, actively avoiding it.
To learn more about this growing challenge and other trends that are emerging, check out The Future of Influencer Marketing, Predictions for 2015-2016.
How To Integrate Influencer Marketing Into Your Marketing MixOnalytica
This document provides an overview of influencer marketing best practices. It discusses identifying key influencers through mapping audits, engagement models like advocacy and broadcast models, managing relationships with multiple influencers through influencer relationship management software, optimizing content marketing strategies by partnering with influencers, and measuring success through metrics like engagement, advocacy, and return on investment. The presentation encourages attendees to translate business objectives to influencer marketing objectives and experiment with engagement models.
Proctor & Gamble's Vocalpoint program identified 600,000 influential "connector" moms to market products through word-of-mouth. By understanding their needs, P&G crafted tailored messages for these moms to share. This led to increased sales and feedback that helped P&G improve products. Universal Studios leveraged bloggers to announce its new Harry Potter attraction, generating awareness among an estimated 350 million people. Stride Gum associated with viral video creator Matt Harding to reach young online audiences authentically with minimal cost. These examples show how deep customer understanding allows the crafting of engaging messages for influencers to share organically.
Drawing on the largest ever study of influencer posts on Instagram to identify:
• how influencers have disrupted the media landscape
• the brands using influencers
• the impact of different influencers
• new ways of working to combat growing challenges
This document provides a complete guide to content marketing trends in 2016. It discusses that content marketing generates more leads at a lower cost than traditional marketing. Top trends include increased use of blogging, video, social media, and automation. Measurement of success focuses on website traffic, sales, SEO rankings, and time on site. Emerging trends include algorithms to generate content, new publishing on social platforms, influencer marketing, and interactive content to boost engagement. Virtual reality and knowledge graphs will also impact content creation.
Harnessing the Power of Social Media InfluencersBBDO
This document provides an overview of how brands can engage social media influencers to promote their products and services. It defines influencers as passionate content creators with engaged online audiences. Influencers can help brands reach new audiences, build awareness, and drive actions like app downloads. While brands relinquish some creative control, influencer marketing generates higher engagement than traditional ads. The document outlines best practices for identifying the right influencers, developing campaigns, and measuring success through case studies.
How to write your first influencer marketing strategy presentation.Webfluential Global
Every brand in the world should have an Influencer Marketing element to their overall marketing strategy. The next six (6) chapters will walk you through the detail of how to build your first Influencer Marketing strategy from scratch.
The document discusses how artificial intelligence will transform influencer marketing by enabling marketers to identify and activate different types of influencers at scale. It outlines how AI can evaluate people's potential, preference, and performance as influencers. This will allow automatic identification and personalized activations of influencers like micro-influencers, advocates, referrers and loyalists. The future of influencer marketing is presented as powered by AI-driven identification, recommendation, and management of influencer programs and content across digital assets. Case studies are provided showing successful influencer campaign results for various brands.
This quick and to the point presentation highlights 10 recent studies and findings in the influencer marketing world. Complete with takeaways to add to your outreach marketing strategy.
InfluGlue-level up your game with these influencer marketing tips and tricks (1)InfluGlue
Find influencers who can fit well with your product, partner with performing influencers who can successfully endorse your brand among their followers and create a positive reputation for the product.
THE SHELF'S HOLIDAY INFLUENCER MARKETING PLAYBOOKThe Shelf
A step-by-step social media marketing strategy that will help you roll out a BOSS influencer campaign this holiday season, published by the fine folks at The Shelf
This document provides key findings from an influencer marketing benchmark report in 2021. Some of the main highlights include:
- The influencer marketing industry is expected to grow to $13.8 billion in 2021.
- Over 240 new influencer marketing agencies and platforms were established in the last year.
- Micro-influencers have better engagement rates than larger influencers, with micro-influencers on TikTok receiving an average engagement rate of 17.96%.
- Most influencers selected on Instagram and YouTube are micro-influencers, while larger influencers are more popular on TikTok.
Nano- and micro-influencers with between 1,000-100,000 followers are an important group for brands and retailers to partner with given their lower cost and ability to seem more authentic to consumers. As social commerce grows, more sponsorship opportunities will become available for smaller influencers. While some larger influencers can earn enough from newsletters or livestreams to turn down corporate work, most nano and micro-influencers will need brand partnerships to have social media as their full-time job.
This document provides an overview of social media marketing in 2016. It discusses the major social media platforms including Facebook, Instagram, Twitter, Pinterest, LinkedIn and emerging trends in social media. Key points include that 8 out of 10 small businesses are using social media for marketing purposes. Visual content and video are increasing in popularity across platforms. Live streaming has also become more common. Social media platforms are becoming more mobile optimized and personalized for each user.
Maximize Your Ecommerce Success in 2023 with Our Ultimate Guide to Influencer Marketing!🚀🛍️
From finding the right influencers to crafting effective collaborations, this comprehensive guide has everything you need to succeed in the competitive world of ecommerce. Don't miss out on this game-changing resource!
Learn how to tap into the world of Influencer Marketing with our latest blog👇
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This document provides guidance for social media marketing planning in 2017. It begins with an introduction and overview of the guide's contents. It then looks back at trends from 2016, such as advertising dollars moving to Google and Facebook, growing ad blocker usage, social media emerging as the new television, and the impact of Instagram stories. The document advises marketers to leverage trends like the decline of traditional television by using social media for creative, experimental content to engage audiences. It also suggests that while user-generated content on Instagram showed only slightly higher engagement, soliciting such content can help create more compelling branded content.
Social media marketing planning guide for 2016Prayukth K V
The document provides guidance for social media marketing planning in 2016. It begins with a look back at trends from 2015, such as the continued growth of video consumption and user-generated content. It also discusses trends that will likely continue in 2016, such as increasing emphasis on real-time content sharing, influencer marketing, and shorter paths to purchase through social platforms. The document then provides tips and considerations for social marketers to focus on in 2016, such as benchmarking competitors' campaigns, investing in social analytics, and prioritizing community engagement over follower counts.
This document provides a social marketing planning guide for 2015. It summarizes what changed in social media in 2014, what to expect and do in 2015. Key points include:
- Instagram grew significantly in popularity and engagement in 2014 and brands should invest more in their Instagram presence in 2015.
- Facebook improved ad targeting capabilities through behavioral targeting that brands should take advantage of.
- Creating consistent cross-channel social media campaigns between platforms like Twitter, Facebook and Instagram proved effective for brands in 2014 and they should continue this approach in 2015.
- Leveraging major events and trending topics to promote brands saw success in 2014 and will remain important for social media strategy in 2015.
The document provides guidance on social marketing strategies for 2015. It summarizes key changes in 2014 like the growth of Instagram and new behavioral targeting on Facebook. It recommends dedicating resources to Instagram in 2015 and taking advantage of Facebook's behavioral targeting. It also stresses the importance of cross-channel integrated campaigns, consistent messaging across networks while adapting delivery methods, and measuring performance across all channels.
This document provides a social marketing planning guide for 2015. It summarizes what changed in social marketing in 2014, what to expect and do in 2015. Key points include:
- Instagram grew significantly in popularity and engagement in 2014 and brands should invest more resources into their Instagram presence.
- Facebook improved ad targeting capabilities through behavioral targeting, allowing targeting by user interests and actions. Brands should take advantage of this.
- Creating integrated cross-channel social media campaigns became more common and effective in 2014. Brands should continue this approach in 2015.
- Influencer marketing became more important as consumers increasingly trust recommendations from others over traditional ads. Brands should identify and partner with relevant influencers.
The document provides guidance for social marketing planning in 2015. It summarizes what changed in social media in 2014, including the growth of Instagram and new behavioral targeting on Facebook. It then offers recommendations for capitalizing on these changes in 2015, such as investing more in Instagram, leveraging behavioral targeting on Facebook, and engaging influencers. The overall message is that social audiences and capabilities continue expanding, so brands should adapt their strategies accordingly across channels like Instagram, Facebook, and through influencer marketing.
Casting asia state of influencer marketing in asia 2020digitalinasia
The State of Influencer Marketing in Asia 2020 report covers Cambodia, Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore, Taiwan, Thailand and Vietnam.
It is when an influencer, a person on a social media platform with a high number of followers, creates content recommending or reviewing your product. It is already a booming business, with ad spending estimated to reach between $5 and $10 billion by 2022, yet there are businesses, particularly smaller companies that still seem hesitant to enter the new field.
This document provides advice for business leaders in Africa on digital marketing strategies and budgets for 2020. It recommends that marketing budgets remain consistent with 2019 levels or increase, as digital marketing often provides higher returns than traditional advertising. Specifically, it advises allocating at least $1,000 per month to social media marketing to achieve real business results rather than just impressions. It also recommends choosing a specialized digital marketing agency that understands the business goals and target industry/audience.
Influencer marketing involves brands collaborating with online influencers to promote products and services. It has grown tremendously in recent years, with searches for "influencer marketing" increasing 465% since 2016. Instagram in particular has seen explosive growth, with over 64% of posts now being photos and sponsored posts expected to rise to over 6 million in 2020. Marketers see influencer marketing as an effective way to promote brands, with 90% believing it is the most effective marketing method. As people trust other people more than brands, influencer marketing works well because influencers build relationships with their followers rather than just doing one-way sales promotions.
BUS 271 Margaret Ellis Goff: The impacts of influencer marketingMargaretEllisGoff
Influencer marketing involves brands collaborating with online influencers to promote products and services. It has grown tremendously in recent years, with searches for "influencer marketing" increasing 465% since 2016. Instagram in particular has seen explosive growth, with over 64% of posts now being photos and sponsored posts expected to rise to over 6 million in 2020. Marketers see influencer marketing as an effective way to promote brands, with 90% believing it is the most effective marketing method. As people trust other people more than brands, influencer marketing works well because influencers build relationships with their followers rather than just doing one-way sales promotions.
BUS 271 Margaret Ellis Goff: The impacts of influencer marketingMargaretEllisGoff
Influencer marketing involves brands collaborating with online influencers to promote products and services. It has grown tremendously in recent years, with searches for "influencer marketing" increasing 465% since 2016. Instagram in particular has seen explosive growth, with over 64% of posts now being photos and millions of sponsored posts expected in 2020. Marketers see influencer marketing as an effective way to promote brands, with 90% believing it is the most effective marketing method. As people trust other people, influencers are successful because they provide valuable insights into products and have personal relationships with their followers.
It’s no secret that 2014 holds several promising opportunities for Inbound Marketers. The industry is projected to see a lot of continued growth; aided by increased budgets for the year. According to the Moz Industry Survey, there seem to be a few slight shifts in demand for certain Marketing activities, which ultimately has an effect on where Marketers are allocating most of their time.
Similar to 2019 Influencer marketing Benchmark Report (english version) (20)
En la Edición del 5.º aniversario, encontrarás los consejos más
novedosos para lograr lo siguiente:
Aprovechar tu perfil al máximo
• Interactuar con tus seguidores en LinkedIn
• Ampliar el alcance de tu marca promocionándote
a través de tus empleados
También encontrarás información sobre los últimos productos de
LinkedIn Marketing Solutions, entre ellos:
• LinkedIn Matched Audiences (contenido, sitio web y Account Targeting)
• LinkedIn Audience Network
• LinkedIn Display Ads programados
• LinkedIn Sponsored Video y anuncios en carrusel
• Etiquetas LinkedIn Insight Tag
• Información detallada de LinkedIn sobre
tu sitio web
• Formularios de generación de leads de LinkedIn
• La nueva experiencia de los grupos de LinkedIn
Nike maintained its position as the world's most valuable apparel brand, with its brand value increasing 16% to $32.4 billion. Zara moved into second place, surpassing H&M which fell to fourth due to struggles with excess inventory. Uniqlo saw the largest growth of any top 10 brand at 48% as its international expansion succeeds. Rolex had the strongest brand rating in the sector with an elite AAA+ score, demonstrating luxury brands' focus on brand strength.
La Transformación Digital está en ti:
Tras más de 15 años digitalizando empresas en diversos sectores, he tenido la oportunidad de dar ponencias sobre tendencias digitales en Pharma para grandes compañías como Pfizer, formar a los equipos de IT de ROCHE y diseñar los programas formativos de los equipos de marketing, ventas y médica de Lilly España. Cada una de estas empresas, a pesar de pertenecer a una misma industria, demandaban la creación de un proyecto adhoc, que sólo se consigue empezando por un cambio cultural de compañía, de personas. Y tras todas estas gratas experiencias esta es la conclusión a la que llego siempre: sólo tú puedes ser el motor del cambio. Nuestra rutina diaria, muchas veces, no nos deja espacio para pensar que cada acción que hacemos frente a un paciente, con nuestros compañeros o con nuestros colaboradores de la industria hace que estos nos miren de forma expectante percibiendo nuestro grado de profesionalidad.
An overview of our progress in addressing
12 global grand challenges as a community of
global innovators, leaders, learners, and doers.
By Singularity University
At SU, we’ve come to realize that the narrative arc is a critical
tool in overcoming barriers to change and a status quo bias. We
therefore seek to create a credible vision for a future where global
grand challenges are solved, and scarcity is transformed into
abundance—a story of the future that is so engaging and inspiring
that it compels us to action.
In order to chart a path to this future we wish to co-create, we must
also have a clear understanding of the world we’re living in now.
That’s why we’ve produced this report on the state of the global
grand challenges.
In this report, you’ll find a compelling look at each of the twelve
global grand challenges (GGCs). We start out with a frank
assessment of each challenge and our collective progress to date
in solving it. We discuss the key technologies that are converging
to enable solutions and highlight some promising innovations
coming out of the SU community. We end each chapter with some
suggested ways you can become part of the solution and point you
to resources for further exploration and inspiration.
I hope this report will motivate you to take action. There are so
many ways you can get involved, and we hope you’ll find your own
pathway from idea to impact. And if you’d like a partner on that
journey, we’re here and eager to talk!
VIA: Rob Nail
CEO & Associate Founder
Singularity University
The ongoing digital revolution and the remarkable rise of the commercial Internet over the last decade have transformed tradi- tional business models and empowered customers to engage at their convenience with organizations with whom they interact and transact across multiple channels. Today, they can browse product and service options on the go (mobile search), engage with a live agent (chat/video), resolve issues through self-service (i.e., chatbots), collabo- rate with peers to review options (social), negotiate and make purchases (e-commer- ce/m-commerce), and have items delivered directly to their doorstep.
While enterprises have enthusiastically adopted Digital 1.0 (online, mobile, and social) and asset-light (cloud-enabled) ser- vices, the next frontier is Digital 2.0.
Via: Retail Customer Experience
As our 2016 Retail Future Trends Report revealed, 2016 was once again a year of innovation amid a
competitive time for retailers that are online, offline and moving into the omnichannel realm. Mobile,
as well as data analytics and Internet of Things (IoT), hit home with retailers striving to drive a better
customer experience.
Consumers still are focused on a retailer’s website for product research; however, as this Top 100
report illustrates, they’re also increasingly using smartphones and other mobile devices.
The trends data revealed 35 percent of consumers believe it is very important for a retailer to have
both a brick-and-mortar and online presence. That consumer expectation may be a big reason
Amazon, which again took home the top honor in this Top 100 survey, is moving into the brick-andmortar
realm after over two decades of pure e-commerce strategy.
Un 37,7% de los españoles lo considera su equipo principal para acceder a internet y un 92,8% lo utiliza habitualmente para acceder a la red.
Móviles
El 66% de la población mundial ya cuenta con móvil, mientras que internet tiene una penetración tan solo del 50%. España lidera el ranking mundial en penetración con un 88% de usuarios únicos.
El móvil es el dispositivo más utilizado en España para acceder a internet, usado ya por el 94,6% de los españoles.
Tablets
Las ventas de tablets están cayendo en todo el mundo y el mercado tiende a estancarse. Pese a ello, en España la tasa de penetración de las Tablets supera el 75%.
El tiempo dedicado a la Tablet a diario también cae frente a 2015.
Dispositivos conectados y wearables
El número de dispositivos conectados crecerá un 23% al año hasta 2021 alcanzando los 16.000 millones en el mundo y los 75.44 millones en 2025.
El interés de los españoles por los dispositivos conectados parece haber disminuido. Aún así, la casa inteligente (75%) y el coche (73,4%) son los dispositivos que generan un mayor interés, seguidos con un 51% de las pulseras inteligentes.
El Internet de las cosas parece ser actualmente muy importante para los directores de marketing. Un 74% lo considera como bastante o muy importante para el marketing.
INCLUIDO EN EL ESTUDIO
1.- Oportunidad de la digitalización
la transformación digital podría implicar un incremento de 120.000 millones de euros
en los sectores analizados para el año 2025.
2.- Posición de partida
en lo que respecta a nivel de digitalización (tanto individual como empresarial) España se sitúa por debajo de la media europea y fuera del top 40 mundial.
3.- Gap entre oportunidades y madurez digital
pese a la percepción positiva de los impactos de la digitalización existe un importante gap de madurez digital.
4.-Diferencias sectoriales muy relacionado con su contexto y la naturaleza de su actividad se observan diferencias claves entre sectores (estrategia, medios, cultura, formación).
5.-Principales barreras
la resistencia al cambio y el coste son los principales obstáculos al proceso, seguidos por la falta de competencia y de oferta adaptada al mercado.
6.-Retos futuros
A nivel empresarial la definición de la estrategia y el cambio cultural, a nivel asociativo la coordinación y representación efectiva y a nivel Administración inversión y formación.
7.-Acción coordinada el desafío de la digitalización exige una actuación coordinada de la Administración, las organizaciones sectoriales y la empresa privada.
El documento presenta las tendencias digitales más importantes para los próximos 5 años según Manu Guedes, incluyendo PYMES 2.0, Sostenibilidad 2.0, Peer Power y One Touch. El documento también discute temas como la transformación digital de las PYMES, el aprendizaje de inglés a través de la música, y soluciones digitales sostenibles y accesibles para los consumidores.
El documento resume los resultados de una encuesta realizada en 25 países sobre los hábitos de compra online de los consumidores. En España, sólo el 19% compra online al menos una vez por semana, frente al 29% global. Aunque España tiene alta penetración de smartphones, el 55% nunca ha comprado por móvil. Los españoles usan internet para buscar información de productos pero prefieren las tiendas físicas para comprar. La seguridad es una preocupación que frena las compras online.
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
La audiencia online desde dispositivos móviles supera a la audiencia de desktop en España, llegando a los 21,7 millones de usuarios al mes.
Cataluña es la Comunidad con mayor proporción de población online en España, con un 18% de penetración.
La audiencia total de vídeo online española consume 383 horas de videos de contenido y 7 horas de anuncios al mes.
Key insights from the Forrester report by Kerry Bodine and Moira Dorsey. Forrester defines customer experience as how customers perceive their interactions
with your company. Executives don’t get to decide how customer-centric their
companies are — customers do.
Whether business-to-consumer (B2C) or business-to-business (B2B) — or productor
service-focused — every company in every industry can leverage great customer
experiences for business gain. Customer experience has always been important.
This document provides tips and best practices for optimizing a hotel's presence on TripAdvisor. It discusses the importance of TripAdvisor to the hospitality industry and how to update property details, add photos and videos, manage reviews, and use widgets. It also offers tips for earning positive reviews through both proactive and organic approaches. Specifically, hotels can ask guests to review at departure, hand out review cards, display TripAdvisor logos, send post-stay emails, or include reviews in guest surveys. The most effective way to generate reviews is by delighting guests through exceptional service so they feel compelled to share their experience.
20´ no son suficientes para ser estratega. Pero después de contarte la Teoría del Reloj de Arena para estrategas digitales verás a tu target de otra forma, querrás hasta casarte con él! Las marcas han y están pasando por una transformación digital impetuosa y muchas creen que a golpe de talonario se convencen a los usuarios en redes sociales; cuando son tweets para hoy y unfollows para mañana. En 20´saldrás de esta ponencia con las ideas claras de hacia dónde y de qué manera enfocar tu estrategia en Redes Sociales.
El documento presenta una introducción al neuromarketing, una disciplina emergente que aplica técnicas de neurociencia para estudiar el comportamiento del consumidor. Resume que el neuromarketing permite comprender los procesos cerebrales subyacentes en la toma de decisiones de compra, identificando patrones de actividad cerebral. También destaca algunas técnicas como entrevistas basadas en imágenes y metáforas para indagar sentimientos e influencias subconscientes.
The document provides an overview of key trends in digital media consumption in the United States from 2000 to 2011 based on Nielsen data. It finds that over the past decade, there has been explosive growth in internet access and time spent on digital platforms. Some of the main points covered include:
- 274 million Americans now have internet access, more than double 2000 levels
- Consumers spend 81 billion minutes on social networks/blogs and 64% of mobile time on apps
- Tablet and smartphone ownership has increased substantially, along with video viewing on these devices
Crimson Hexagon analyzed social media discussions surrounding the launches of Vine and Instagram Video. They found that:
1) Vine initially struggled with a lack of entertaining content and app issues but engagement grew over time, while Instagram Video's launch saw less excitement and more complaints about content.
2) The introduction of Instagram Video impacted Vine by increasing complaints about its content, though some remained loyal to Vine.
3) Both platforms continue to face issues with a lack of entertaining user-generated video content driving negative sentiment.
El documento presenta una introducción a las redes sociales para emprendedores. Explica que la perseverancia es clave para el éxito empresarial y muestra estadísticas sobre el uso de redes sociales en España y en el mundo. Además, describe los usos principales de cada red social y ofrece casos prácticos de cómo empresas han utilizado las redes para crecer. Por último, incluye anexos sobre el consumidor en redes sociales y cómo aprender sobre marketing digital.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. Influencer
MarketingHub
Instagram’s Popularity has Grown Phenomenally
over the Last Few Years
2
Two years ago, we conducted our first influencer marketing survey. We thought it was
time to update our statistics and discover how perceptions about the industry have
changed between 2017 and 2019. We surveyed 830 marketing agencies, brands and
other relevant professionals to determine their views and build insight into their
thoughts on the industry in 2019.
A key finding of our Influencer Marketing Report 2019 is that the outlook for influencer
marketing is still extremely positive. Despite naysayers claiming that influencer
marketing is dying, our respondents made their positives views for the practice strong.
Here are the key results from our Influencer Marketing 2019 Study, along with a few
other relevant recent statistics we found on Neoreach, Instagram, and Google Trends.
Instagram is the fastest growing social network in 2019, continuing its phenomenal
expansion in 2017 and 2018. Its older sibling, Facebook, may still have the largest user
base, but Instagram is rapidly catching up. One notable difference is that Instagram is
beloved by the young, whereas that demographic are now leaving Facebook because
they perceive it as now being for their parents.
In mid-2018 Instagram announced that it had reached 1 billion monthly active users, and
is now well on its way to the second billion. These users post 95 million photos and
videos per day, along with uploading 400 million Instagram Stories a day. Instagram
users “like” an incredible 4.2 billion posts every day.
Instagram has genuinely become the powerhouse platform of late, particularly
amongst younger social networkers and influencers.
3. Influencer
MarketingHub 3
320 More Platforms and Influencer Marketing
Focused Agencies Created Last Year
As influencer marketing has matured as an industry, it has attracted support companies
and apps to simplify the process for both brands and influencers. Organic influencer
marketing can be a slow and tedious process, particularly when it comes to finding and
wooing influencers to promote your company’s products or services.
320 new influencer marketing focused platforms and agencies entered the market over
the last 12 months. Back in 2015, there were just 190 influencer marketing platforms and
agencies. This grew to 335 in 2016, 420 in 2017, and 740 in 2018 – more than twice the
number that existed just two years previously.
2015 2016
420
740
335
190
2017 2018
+320 New platforms and
influencer marketing focused
agencies in the last 12 months
4. Influencer
MarketingHub 4
High Average Earned Media Value per $1 Spent on
Influencer Marketing
Influencer Marketing in 2019 Predicted to Grow to
More than Double 2017 Figures
Earned media is publicity a firm gains from promotional efforts other than paid
advertising. Earned media value is a monetary representation of this publicity.
Businesses who understand influencer marketing gain impressive returns, up to $18 in
earned media value for every dollar they spend on influencer marketing.
Even average firms achieve impressive results, with an average earned media value of
$5.20 per dollar they spend on influencer marketing.
Of course, some firms lose. Indeed, 25% of businesses either lose money or just break
even. These are predominantly firms who don’t understand the mechanics of influencer
marketing, often businesses who select the wrong influencers for their brand. They
often fail to choose influencers who have followers similar to the people who make up
the target market for the brand’s product.
Influencer marketing has continued to grow as an industry over the last few years. It
was a $1.7 billion industry in 2016, increasing to $3 billion in 2017. Growth continued to
$4.6 billion in 2018 and is expected to continue its upward trajectory this year to
potentially become a $6.5 billion industry.
$ 1.7B
$ 3.0B
$ 4.6B
$ 6.5B
2016 2017 2018 2019
5. Influencer
MarketingHub 5
Instagram Users Grew 5X Over 5 Year Period
A year ago, we reported a massive 325% increase in Google searches for the term
“influencer marketing.” Searches rose from 3,900 searches per month in 2015, to 6,460 in
2016 and then 21,000 in 2017. Astoundingly this rate of increase continued. In 2018
searches for the phrase “influencer marketing” rose to 61,000.
That’s an incredible 1,500% increase in searches for “influencer marketing” over just three
years.
Instagram Usage Grew 10x Over 5 Years
Back on February 2013, Instagram was a comparatively small player in the social network
sector, with a mere 100 million users. It reached 200 million in March 2014, the user base
that Pinterest enjoys today. By December that year, Instagram reached the 300 million
milestone (SnapChat has that today, and Twitter has only slightly more at 335 million).
searches/month
2015
3 900
6 460
21 000
61 000
2016 2017 2018
Influencer Marketing
6. Influencer
MarketingHub 6
By June 2016, Instagram could claim 500 million
monthly active users – as TikTok, formerly
Musical.ly can today.
Instagram reached the 600 million milestone in
December 2016. LinkedIn hasn’t reached that figure
yet but is approaching it with 590 million users.
Instagram proudly announced that it had reached
1 billion daily users in June 2018, with only YouTube
(1.9 billion) and Facebook (2.27 billion) being the
only virtual communities with more active
members.
Instagram Engagement Rates Much Higher than
Those on Twitter
Although it is more difficult to find recent engagement rate data on comparable social
networks, it is clear that the average engagement rate on Instagram was much higher
than on Twitter in 2017.
There are two clear trends evident from a survey of more than 100,000 influencer
profiles in that year. Firstly, engagement rates fall the more followers you have.
Secondly, engagement is much higher on Instagram than on Twitter, at all follower
levels.
For example, nano-influencers with fewer than 1,000 followers enjoy an engagement
rate of 8% on Instagram, compared with 1.5% on Twitter. At the other extreme,
influencers with over 100,000 followers have 1.5% engagement on Instagram, compared
to a mere 0.3% on Twitter.
7. Influencer
MarketingHub 7
69% of Those Surveyed Target B2C
Of our surveyed 830 marketing professionals and
brand representatives who run influencer marketing
campaigns, 69% focus on the B2C sector, with the
remaining 31% running campaigns for firms in the B2B
sector.
This could be one of the reasons why so many of our
respondents use Instagram, which is less prevalent in
B2B marketing. According to statistics reported by
Blue Corona, Facebook (89%), LinkedIn (81%), and
Twitter (75%) are the three most used social media
channels by B2B marketers, and only 33% of B2B
businesses use Instagram.
¾ Have Increased Content Output in Past 2 Years
In many ways, influencer marketing can
be thought of as the best delivery
mechanism for content marketing. The
two go hand in hand, so it should be
no surprise that the phenomenal rise in
influencer marketing is matched by an
increase in content output. 77% of our
survey respondents stated that they
had increased their content output
over the past 2 yrs.
31%
B2B
69%
B2C
8. Influencer
MarketingHub 8
Majority Have a Standalone Budget for
Content Marketing
60% of those surveyed admit to having a standalone budget for content marketing,
compared to 57% in our 2017 survey. This is perhaps lower than expected, considering
91% of B2B marketers use content marketing, and 86% of B2C marketers believe content
marketing is a key strategy. Presumably, most of those without a dedicated standalone
budget for content marketing fund their content activities from a general Marketing fund.
Most Think Influencer Marketing is Effective
It should come as no surprise, considering all of the other positive statistics relating to
influencer marketing, that our survey respondents were highly positive about the
effectiveness of the activity. Indeed, 92% believe influencer marketing is an effective
form of marketing. It would be interesting to know whether the 62 respondents (8%)
who disbelieved in the effectiveness of influencer marketing, had had bad experiences,
or whether they had never tried it.
Large Majority Intend to Dedicate a Budget to
Influencer Marketing This Year
With such support for the effectiveness of influencer marketing, there should be no
surprise that 86% intend to dedicate a portion of their budget to influencer marketing
this year. It will be interesting to see whether this increases the percentage of firms with
a dedicated budget, or whether businesses continue to pay for influencer marketing
from their general marketing budgets.
This compares to 37% of the marketers surveyed in our 2017 report who admitted to
having a dedicated budget for influencer marketing.
9. Influencer
MarketingHub 9
63% Intend to Increase Their Influencer Marketing
Budget Over the Next Year
Nearly Half of Respondents Intend to Spend at Least
20% of Their Marketing Budget on Influencer Marketing
This is consistent with the expected increase in influencer marketing over 2019 and the
percentage of people who believe in the effectiveness of the marketing delivery medium.
Of course, not all respondents will have control over their budgets, and this is probably
reflected in the relatively high percentage of those unsure about how their organizations’
spending will change.
Influencer marketing is, of course, just one part of marketing – predominantly the
delivery mechanism for content marketing. Businesses have a wide variety of marketing
activities for which they need to budget.
Therefore, it is interesting that 11% of respondents intend to allocate more than 40% of
their marketing budget to influencer marketing in 2019. A further 12% will allocate
30-40% of their marketing budget to influencer marketing, and 24% will devote 20-30%
of their budget to the practice.
Nearly 2/3 (63%) of businesses who do budget for
influencer marketing intend to increase their spending
over the next 12 months, with 17% expecting their
influencer marketing spend to remain the same.
Allowing that 15% of respondents were unsure about
what would happen with their influencer marketing
budget, this means that only 5% intended to decrease
their budget.
10. Influencer
MarketingHub 10
Most Recognize the High Quality of Customers from
Influencer Marketing Campaigns
It is one thing to attract “customers” through marketing campaigns, but not all
“customers” are of as much value to a business. Different customers spend varying
sums of money, and the amount they spend may be low compared to the cost of
attracting new clientele. This is particularly the case when you run campaigns for
awareness, hoping to attract paying customers in the future.
Our survey respondents, who were generally positive about the value of influencer
marketing overall, agree that influencer marketing attracts high-quality customers. 82%
believe that the quality of customers from influencer marketing campaigns is better
than from other forms of marketing.
The most common percentage of marketing devoted to influencer marketing comes in
the 10-20% range.
Finally, the remaining 19% of firms have allocated less than 10% of their marketing
budget to influencer marketing this year.
Every firm has a different marketing mix, and even influencer marketing’s staunchest
supporters acknowledge that they need to allocate some budget for other marketing
activities.
11. Influencer
MarketingHub 11
More than 2/3 Measure the ROI on Their
Influencer Marketing
One of the more impressive results from our survey was the finding that 70% measure
the ROI on their influencer marketing campaigns.
One of the initial complaints we heard in the early days of influencer marketing was
that businesses found it difficult to determine an ROI on influencer marketing. Indeed, it
was only a year ago, when we published 9 Mind-Blowing Influencer Marketing
Statistics, that we discovered that 76% of marketers in a Linqia study said that the most
significant influencer marketing challenge for 2018 would be determining their
campaign ROI.
Clearly, with influencer marketing now mainstream, businesses now understand the
need to customize your ROI metrics to match your needs and have developed a range
of suitable ROI measures for different organizations.
Firms Use a Variety of Metrics to Measure the
Success of Their Influencer Campaigns
Businesses now appear to understand that the best way to measure you influencer
marketing ROI is by using a metric that measures the goals of your campaigns. For
example, a business focusing on awareness should use a different measure of ROI
success than a firm using influencer marketing to increase its sales.
This comes through clearly in our survey results. 34% of our respondents clearly have
awareness in mind, focusing on view, reach, and impression. 35% want their influencers’
followers to do something, and thus use engagement or clicks as their ROI measure. The
remaining 31% have a more hard-nosed approach, and use their influencer marketing to
generate sales. Their ROI relates to conversions or sales numbers.
12. Influencer
MarketingHub 12
Most Respondents Consider Earned Media Value
a Good Measure of ROI
We have previously written about Influencer Media Value, which is NeoReach’s version
of earned media value, adapted to influencer marketing. Influencer (Earned) Media
Value provides a proxy for the returns on the posts that an influencer has historically
given the firms he or she has worked with. It gives an indication of what an equivalent
advertising campaign would cost for the same effect. EMV calculates the worth you
receive from content shared by an influencer.
The calculation of EMV can be complicated, and as such, it can sometimes be difficult
for marketers to explain the concepts to their managers.
However, it is clear that the respondents to our survey, as a whole, believe in the value
of the idea. 78% stated that they considered Earned Media Value to be a good measure
of ROI on influencer campaigns.
A Large Majority of Firms Take Their Influencer
Marketing Spending from Their Marketing Budget
It will be little surprise to discover that 81% of the
respondents in our survey take their influencer marketing
spending from the budget of their Marketing Department.
The remaining 19% (presumably relatively large
organizations) take their influencer marketing spending from
their PR Department’s funds.
Presumably, those firms in the minority group use influencer
marketing predominantly for awareness purposes, rather than
as a direct means to sell their products or services.
13. Influencer
MarketingHub 13
About ¾ of Influencer Marketing Campaigns
are run In-House
77% of our survey respondents claimed that they ran their influencer campaigns
in-house, with the reaming 23% opting to use agencies for their influencer marketing.
While some of these in-house campaigns will be developed gradually and organically,
many will use available tools, such as influencer platforms to help streamline the
process. This will be particularly so for influencer selection.
Many brands prefer to use agencies when working with micro-influencers because the
agencies are more experienced at working with influencers at scale.
As we also saw in the survey, 320 additional influencer marketing platforms and
agencies came into existence in 2018. It will be interesting to see if more firms choose
to work with influencer agencies over the next few years.
Majority of Firms Use In-House Tools to Execute
Influencer Campaigns
A surprisingly large number of respondents, 58%, admit to using tools developed
in-house to execute their influencer marketing campaigns. This suggests that despite a
considerable increase in the number of influencer platforms over the last few years,
there are still opportunities for entrepreneurs to develop tools to simplify further the
influencer marketing process.
14. Influencer
MarketingHub 14
Instagram is the Most Important Channel for Influencer
Marketing By Far
Elsewhere in this report, we have seen the recent growth and popularity of Instagram as
a social network. Indeed, it is now the network of choice for influencer marketing
campaigns. 79% of our survey respondents consider Instagram important for their
influencer marketing campaigns.
Instagram’s dominance is even more apparent when you look at the raw figures. 653
respondents state that they predominantly tap into Instagram for influencer marketing.
Compare this with the question asking whether people intended to dedicate a budget
to influencer marketing in 2019 – answered positively by 708 people. It is fair to say that
most people planning to engage in influencer marketing this year will be using
Instagram.
The other social networks are all popular with some respondents – probably
depending on the target markets for brands wanting to engage in influencer marketing.
46% of the respondents tap into Facebook for their campaigns, 46% YouTube, 24%
Twitter, 12% LinkedIn (presumably those involved with B2B companies), and a further
12% spread across the less popular or more specialist social networks. Presumably, the
Other category also includes influencer marketing on blogs.
Most Common Objective for Influencer
Campaigns is Awareness
We have regularly referred to the fact that businesses undertake influencer marketing
for differing reasons. The first step in any influencer campaign is to determine your
goals and objectives. Therefore, it should be of no surprise to find that our survey
respondents have three very different main objectives for their influencer campaigns.
15. Influencer Fraud is of Some Concern to Respondents
A big topic of late in the news is a concern about influencer fraud. We have even
written an eBook on the topic recently.
Luckily there are now plenty of tools to help detect fraudsters, and this should reduce
the effects of influencer fraud. Hopefully, it will soon merely be a chapter in the history
of the industry.
Influencer marketing fraud, including the effects of fake influencers, is a concern to 64%
of our survey respondents.
The most popular reason is to create a campaign for awareness purposes – 37% of our
respondents engage in influencer marketing for this purpose. The second category, at
32%, has the more clear-cut objective of increasing sales.
Slightly less popular, at 31%, is the group of respondents who engage in influencer
marketing to build up a library of user-generated content. The perceived value of
user-generated content is growing over time, and it will be interesting to see if more
firms make this a prime objective in future surveys.
Influencer
MarketingHub 15
16. Influencer
MarketingHub 16
Nearly 2/3 of Respondents Have Experienced
Influencer Fraud
One reason that just under 2/3 of the respondents admits to having some concern
about influencer fraud is that most of them have been bitten in the past. 63% of our
respondents have personal experience of influencer marketing fraud in their past
campaigns.
Hopefully, with greater publicity regarding influencer fraud, and more robust fake
influencer tools now available, fewer brands will have first-hand experience of
Majority Find Discovering Appropriate
Influencers Moderately Difficult
As we have stated in our previous article on Influencer Marketing Challenges, past
research has regularly indicated that most marketers believe that finding and selecting
the best, most relevant influencers to be the most challenging part of influencer
marketing.
This is probably the main reason that so many platforms and tools have sprung up to
assist brands and marketers in their influencer search. As we reported above, 320 new
platforms and influencer marketing agencies opened in the last 12 months, 550 over the
past three years.
As a result, influencer selection is no longer seen as the major conundrum that it was in
the past. Only 18% of our respondents consider finding appropriate influencers to work
with in their industry to be very difficult.
However, that isn’t to say that they consider it easy, either. Only 20% of respondents
consider influencer selection easy.
17. Influencer
MarketingHub 17
Mixed Views on Whether Brand Safety is a
Concern in Influencer Campaigns
Another headline-making issue over the last couple of years has been influencers acting
in a way deemed inappropriate by the brands they represent. For example, PewDiePie’s
anti-Semitic videos in 2016-2017, upset some of the companies he worked with, and
some like Disney deliberately distanced themselves from him. More recently, Logan
Paul caused an internet storm over a tasteless video, and brands wondered whether
they wanted any connection with him. Delmundo CEO Nick Cicero has observed,
"There are more people to keep track of than ever before, and it's harder to do quality
control. So you have to do the research to make sure some YouTube kid won't put your
brand in a bad light."
The key to a successful influencer marketing campaign is matching up with influencers,
whose fans are similar to your preferred customers, and whose values match your own.
Nearly half (49%) of our respondents believed brand safety could occasionally be a
concern when running an influencer marketing campaign. 30% gave a more definitive
belief that brand safety is always a concern.
The remaining 21% believe that it is not really a concern. Presumably, this last group has
mastered the art of finding appropriate influencers for their brands, and they have little
concern about a values mismatch.
The bulk of respondents consider the problem of finding suitable influencers to be of
medium difficulty.
18. Majority Believe Influencer Marketing Can be
Automated, although Significant Numbers Disagree
A contentious issue in influencer marketing is the amount of automation you can
successfully use. Some people believe you can automate virtually the whole process
from influencer selection through to influencer payment. Others value the personal
touch and think influencer marketing is a hands-on process.
Even the specialist influencer platforms and agencies vary in their approaches. Some
will only work with a select group of verified and handpicked influencers. Others swear
by the algorithms they use to create massive databases of potential influencers, which
you can sort by multiple criteria to find the influencers most suitable to any particular
campaign.
Therefore, it should be no surprise to see some considerable variation in views on
whether influencer marketing can be automated. 57% believe in the automation
process. However, a sizable minority, 43%, don’t think that automation can result in
successful influencer marketing.
Influencer
MarketingHub 18
19. Influencer
MarketingHub 19
Audience Relationship Considered the Most
Valuable When Partnering with Influencers
48% of the survey respondents believed audience relationship to be the most valuable
factor when considering collaborating with a particular influencer. They see little value
in working with somebody who doesn’t have a real influence on his/her audience, or
perhaps has an excellent relationship – but they are the wrong audience for that brand.
The second most important factor is content production. This will be particularly so for
the group (31%) who named user-generated content as being their primary objective
when running an influencer campaign, in our earlier question on influencer campaign
objectives.
The third popular reason favored by 23% our respondents found for working with
influencers is distribution. Although this seems low, it clearly connects with audience
relationship – influencers use their audience to distribute content relating to a brand.
2/3 of Influencer Marketing Campaigns
are Campaign Based
Amongst our recent predictions of Leading Influencer Marketing Trends for 2019, we
saw a trend towards brands cultivating more long-term relationships with influencers.
We noticed that brands have traditionally thought in terms of influencer marketing
campaigns. Once they completed one campaign they would plan, organize, and
schedule another campaign. “Either the brand or the influencers create the campaign,
depending on the amount of control the brand requires. The brand then (hopefully)
analyses the results of their campaign, and then moves onto something else. Often, the
next campaign repeats the whole influencer identification process.”
20. Influencer
MarketingHub 20
“As influencer marketing becomes more popular, there is a danger that influencers will
pick and choose the brands with whom they wish to work. Good influencers are likely
to ‘fill up’ their calendar with paid promotions. If a brand isn’t careful, they will lose their
best influencers because of short-term thinking.”
However, brands are now discovering the advantages of cultivating relationships on a
longer-term basis. Brands are finding that influencers they have worked for on previous
campaigns come across as more genuine. “If an influencer continues to display support
for a product through multiple campaigns, it emphasizes synergy between the
influencer and the brand.”
It is notable that although 65% of our respondents’ influencer marketing is
campaign-based, the remaining 35% is “always on,” suggesting that these influencers
are in long-term relationships. It will be most interesting to see how this statistic changes
over the next few years.
21. Influencer
MarketingHub 21
Large Majority Consider Influencer Marketing to
be a Scalable Tactic in their Marketing Ecosystem
One of the most significant advantages of influencer marketing over social activity using
official company accounts is the ease with which you can scale the activity. If you want
to create a bigger campaign, all you need to do is to work with more influencers with
larger followings – as long as they remain relevant to your niche.
While organic influencer marketing may be difficult to scale, because of the time
needed for influencer identification and wooing, there are now over 740 platforms and
influencer agencies that businesses can use to help scale their efforts.
57% of our respondents believe that influencer marketing is definitely a scalable tactic
in their marketing ecosystem, and a further 37% think that it is somewhat of a scalable
tactic. Only 6% disagree with the sentiment.
Engagement or Clicks is Most Important Criteria
When Evaluating Influencers
We have regularly seen that businesses have a variety of objectives when they create
influencer marketing campaigns. While the criteria by which our survey respondents
evaluate influencers, does not precisely match their differing objectives, there is some
clear correlation.
43% of our respondents rated engagement or clicks as being their most important
criterion compared with 33% who opted for views/reach/impressions, and 24% who
consider content type/category to be the most important.
The fact that firms give so much credence to engagement is probably a reflection on
issues caused by fake influencers. Many businesses have come to distrust less concrete
22. such as views, reach, and impression due to so-called “influencers” who have inflated
their stats in the past.
Although only 25% claim that content type/category is the most important criteria, this
percentage may be understated. Most brands start their influencer search by narrowing
down the possibilities to just influencers in a particular niche – a beauty brand is unlikely
to work with a home improvement influencer, no matter how engaged he is with his
followers.
Monthly is Most Common Frequency for Running
Influencer Marketing Campaigns
Although there is no set way to run an influencer campaign, monthly is the most
common frequency for our respondents.
In an earlier question, we discovered that 65% of the survey respondents preferred to
execute campaign-based influencer marketing, while the remaining 35% now run
“always-on” campaigns.
Of those who operate discrete influencer campaigns, 39% prefer to run them on a
monthly basis. A further 28% run quarterly campaigns, and 14% prefer to organize
campaigns on an annual basis. The remaining 19% take a different approach, and only
run campaigns whenever they launch a new product.
Influencer
MarketingHub 22
23. Influencer
MarketingHub 23
Majority of Firms Set Aside a Higher Percentage
of Their Influencer Budget for a Set Time of Year
With a mix of different campaign timings, across a wide range of industries (many of
which will be seasonal in nature), it comes as no surprise that the majority of firms (62%)
vary their influencer marketing budget allocation across the year.
If anything, this percentage seems low. Although some of the 38% who budget evenly
across the year will run ongoing campaigns (and may pay their influencers consistently
across the year), and some will reflect those contracted for annual influencer
campaigns, some of this 38% may be firms with simplified accounting systems, who
don’t budget in detail on a month-by-month basis.
First Quarter Most Popular Time for
Influencer Campaigns
Interestingly the budget for influencer campaigns drops as the year elapses. The
average brand budgets 32% of its influencer spending in the First Quarter, 28% in the
Second Quarter, 21% in the Third Quarter, and 19% in the Fourth Quarter.
In many ways, this comes as a surprise. While marketing costs naturally precede sales
revenue, you would expect more marketing in many industries later in the year, in the
lead-up to Black Friday, and the Christmas shopping period.
Likewise, as we have seen, 19% of businesses restrict their influencer marketing to new
product launches. You would think that there would be more product launches in the
period leading up to the end-of-year holidays, than at the start of the year. According to
The $100 MBA, “the product itself will determine when the best time of year is to launch.
24. Influencer
MarketingHub 24
Majority of Respondents have to Justify Their
Influencer Marketing Spending
As much as influencer marketing has improved in popularity over the last few years,
many people outside marketing do not know the term. Many traditionalists in business
struggle to understand the concept of influencer marketing. Indeed, there are still firms,
who have not embraced online marketing in any form, continue to rely solely on
traditional marketing methods.
57% of our respondents have faced obstacles from their colleagues or managers when
justifying their speeding on influencer marketing.
Primary Reason for Having to Justify Influencer Spending is a
Lack of Understanding of Influencer Marketing Metrics
The fact that there has never been a single clear-cut ROI calculation of influencer
marketing has muddied the waters, with some accountants and senior managers
demanding to view clear-cut ROI figures, proving the value gained from influencer
marketing activity.
January, for example, can work well for fitness equipment or other self-improvement
products that may help fulfill New Year’s resolutions. Spring and summer are best for
outdoor products. Statistically, May and June are the top months in which cookware
and other home goods sell, given that so many weddings take place in the summer.
August is best for laptops and other things students will need come September.
Could this just be a statistical anomaly? It will be most interesting to see if these results
are replicated in our next influencer marketing survey.
25. Influencer
MarketingHub 25
Biggest Challenge to Those Managing Campaigns
In-House is Finding Influencers
One of the most significant advantages of working with a specialist influencer agency is
that much of the difficult work is done for you. You explain your needs to the agency,
and they recommend proven influencers willing to work with you. The agency will
usually manage your campaigns, minimizing your day-to-day involvement with the
influencer campaigns.
Although the majority of firms manage their influencers in-house, according to our
survey, most encounter challenges.
By far the most substantial challenge (36%) is finding suitable influencers willing to
participate. This can take a great deal of time, although the platforms provide a useful
tool to streamline the influencer discovery phase.
39% of our respondents stated that the main reason they had to justify the use of
influencer marketing was that senior management did not understand influencer
marketing metrics.
A further 24% face the issue that the people they report to prefer traditional marketing.
Is this a result of their lack of education about new methods of marketing?
An additional 24% of respondents have had difficulty justifying influencer marketing
due to underperforming campaigns their organization has endured in the past.
As influencer marketing becomes more mainstream, and people begin to understand
the highly respectable ROI figures generated by many firms, we should see a reduction
in managerial resistance to their businesses participating in influencer marketing.
26. Additional Metrics Provided by NeoReach
Influencer
MarketingHub 26
Earned Media Value Averages 5.2x per $1 Spent
NeoReach has analyzed more than 2,000 influencer campaigns. They calculated that
earned media value EMV averaged 5.2x per $1 spent. This means that dollars allocated
to influencer marketing results in more than five times as many impressions and
engagements compared to equivalent dollars allocated towards paid advertising.
24% find their greatest challenge occurs later in the process – the managing of
contracts or deadlines for campaigns. Closely connected with this, 15% see the most
significant challenge as being the processing of payments to influencers once their
work is done.
A further 15% struggle with the logistical constraints of bandwidth or time restrictions.
27. Influencer
MarketingHub 27
Campaigns Focused on Branding or Engagements Generate 8x ROI
Branding campaigns saw considerably higher ROI compared to paid advertising. On
average, campaigns focused on branding or engagements saw an 8x ROI. This means
that influencer content is more than eight times as effective compared to alternative
methods of brand building, such as paid social ads or television.
Direct Response ROI is 1.8x per $1 Spent
Directly trackable ROI gives results that are more balanced. It is highly dependent on the
vertical, Call to Action, and size of campaign. On average, direct response ROI (App
Installs, Signups) was 1.8x per $1. While still very profitable, it is harder to see a directly
trackable return on investment when the goal is to get immediate signup or action.
E-commerce Campaigns Returned Approximately 80 cents per $1 spent
NeoReach found that E-commerce ROI fell short on a directly trackable basis, returning
approximately 80 cents per $1 spent. However, this does not consider the additional
branding value, sales that come later in the funnel or sales that happen without clicking
directly on the sponsored link.
The Larger the Influencer, the Lower the ROI
Influencers with 50,000-250,000 followers deliver a 30% better ROI per dollar spent
compared to those with 250k-1M followers, and 20% better ROI than influencers with
1m+ followers. Put simply, the larger the influencer, the lower the ROI.
It is important to note that while the ROI is higher when using smaller influencers, this
ROI does not factor in additional time, management work, or resources required
managing a larger number of smaller influencers.
28. Conclusion
The Influencer Marketing Hub saw the value in discovering the state of the influencer
marketing industry in 2019. It was two years since we last conducted a (smaller) survey,
and we felt there was a real need to discover how the industry has progressed.
We surveyed 830 industry professionals – marketing agencies, brands, PR Agencies,
and others in related fields, to discover their views on the industry.
Overall, we can see that influencer marketing is exceptionally healthy as we enter 2019.
Any predictions of its demise are decidedly premature. The vast majority of our
respondents are successfully running campaigns, and have plans to increase their
influencer marketing spending and activity over the next 12 months.
Influencer
MarketingHub
Influencer
MarketingHub
28
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Sources:
Survey conducted by Influencer Marketing Hub with 800+ Brand Managers
Neoreach.com
Viralnation.com
Instagram.com
Trends.google.com/trends/
Crunchbase