This document discusses influencer marketing and lessons learned from moving it from theory to practice. It notes that influencers are individuals trusted by the public with expertise that gives them credibility. Choosing influencers requires a clear strategy with objectives and metrics for both brands and influencers. Successful campaigns transition from transactional to long-term relationships focused on honesty, authenticity, and consistency. Integrating influencer marketing across all consumer touchpoints using multiple media channels tells a more complete brand story.
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New Market Research is the concept that reflects what we do. By constantly focusing on how consumer cultures, brand communications and interactions evolve, we develop innovative tools and new research approaches that allow us to obtain clear, useful information to help our clients make decisions. Because when everything changes, market research changes too.
Lessons from Award-Winning Brand Purpose CampaignsWARC
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The Rise of Influencer Marketing in B2B TechnologyTraackr
This webinar deck reveals 6 influencer marketing shifts emerging in leading technology companies. Discover key findings from new industry research, brand-new data illustrating how influencers impact B2B organizations, and ways to apply the trends in practice to enable B2B success .
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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.
Advice for small and medium-sized enterprises on how to advertise effectively with a small budget.
Lucidity London is an independent marketing consultancy which provides research, strategy and programme implementation services to local, national and international clients from our HQ on the outskirts of London, England.
We help our clients inspire growth by combining in-depth analysis with clear insights and practical expertise in marketing and operations.
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This presentation will cover the Basic Meaning of Marketing & will also be showing the latest 21st century trends involve in the process so as to explore the company in every aspect.
The Rise of Influencer Marketing in B2B TechnologyTraackr
This webinar deck reveals 6 influencer marketing shifts emerging in leading technology companies. Discover key findings from new industry research, brand-new data illustrating how influencers impact B2B organizations, and ways to apply the trends in practice to enable B2B success .
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Understanding which opportunities have the best chance of closing is essential ingredient in knowing where and how to apply executive pressure, price discounting and other last-ditch efforts to push deals over the goal line. This infographic examines the value of utilizing social relationships and user-generated content to improve the quality of B2B sales pipeline content, maximize deal closure rates, and avoid a quota-miss at the end of the selling period.
What Is Experiential Marketing, and How can we use it to increase the audience base of potential customers? Improvised the scale of the basic campaign and drive successful results.
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.
Advice for small and medium-sized enterprises on how to advertise effectively with a small budget.
Lucidity London is an independent marketing consultancy which provides research, strategy and programme implementation services to local, national and international clients from our HQ on the outskirts of London, England.
We help our clients inspire growth by combining in-depth analysis with clear insights and practical expertise in marketing and operations.
Be more amazing at media planning. Get back to basics of Digital media planning. Know what to ask, understand the lingo, measure the right stuff and a bit about collaboration and integrating teams.
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Changes in consumer behavior, fueled by technology, require new marketing capabilities. Each year, $112 billion in advertising is wasted1. A new capability model, to optimize customer value at every interaction, is required. Progressive marketers that embrace this capability model have already realized hundreds of millions annually
for their firms.
This paper explores the fundamental changes in the business of marketing, then introduces a capability model for driving customer engagement in a connected world. This capability model enables robust optimization at “the moment
of truth,” when customers engage directly with brands.
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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.
First Things First: Building and Effective Marketing Strategy
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-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
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/
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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
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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.
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2. 2
Influencer
marketing
The practice of identifying and building
relationships with individuals who have
influence over a target audience of buyers.
Influencers are individuals that are trusted by
the public.
Authorities in a certain area of expertise which
gives them credibility.
32. The explosion of media opportunities has
reduced the ability of any one medium to tell
the entire brand story effectively. Instead,
brands need to evolve to tell their stories
across the full consumer experience
The use of media
channels
Total Consumer Experience
6
Identificarea si crearea unor relatii cu persoane care au influenta in randul unor comunitati de oameni. Oameni pe care ii putem defini ulterior ca fiind cumparatori.
Prin urmare, influencerii sunt persoane care au credibilitate in randul acelor comunitati si sunt considerate autoritati in anumite zone de expertiza.
Cum alegem influencerii? Si pentru ce timpuri de campanii se potrivesc influencerii?
Am nevoie de ajutorul vostru. Care credeti ca este influencer-ul/endorser-ul cel mai eficient (desigur, in Romania).
Comunicarea in general – fie ca ne uitam la branduri, la agentii, la influenceri – nu este despre “cel mai…”, “cea mai…”, despre topuri fara contextualizarea. Inainte de orice tool de masurare, inainte de orice indicator de awareness, comunicarea este despre bun simt, despre relevanta, despre simtul realitatii.
Si spun asta cu atat mai accentuat in contextul in care “influencer marketing-ul” a devenit pentru branduri si agentii un fel de Disneyland al copiilor.
Da, este fara doar si poate parte integranta a mixului de marketing, insa nu este “reteta universal valabila” pentru o campanie de succes…
Clientii isi doresc ca produsul sa fie “integrat natural”, dar cu logo-ul cat mai vizbil
Sa nu para a fi “o postare platita, venita de la brand, ci una fireasca, facuta de influencer, dar pe care sa o trimita copywriter-ul din agentia de creatie”
Agentiile de multe ori isi uita rolul sau nici macar nu si-l cunosc.
Iar scenariile sunt multiple – de la un client service care transmite telefonic/pe mail ideea venita succinct de la client, pana la o creatie mai catolica decat Papa, care brusc devine si mai creativa sau devine brand evanghelist. Si asa, mesajul influencer-ului devine un mix cu de toate “ ceva de la client, un pic de la client service, muuuult de la creatie si ceva de la influencer – de obicei, cadrul de desfasurare – wall-ul, pagina de Instagram etc”
Nu mai intelege de unde a pornit, unde a ajuns si de ce.
Si, fie primeste “opera de arta” si o implementeaza ca atare, considerand-o un compromis tacit acceptat ; fie bate in retragere
Si ajungem la momentul adevarului, cand, supriza – consumatorul nu are un singur neuron, ci este ofensat ca i-am subestimat inteligenta.
Si stie ca din pat nu te trezesti perfect coafata, ca nu mananci inghetata tinand cutia perfect dreapta, in mijlocul palmei, cu logo-ul intamplator orientat perfect catre camera si zambind mai ceva ca atunci cand iti vine coletul de Black Friday.
Rezultatul: unul dezastruos pentru toti stakeholderii acestei comunicari.
Concluziile:
influencerii nu si-au facut treaba, am dat degeaba o groaza de bani
Agentia nu a ales bine influencerii si le-am mai si promovat postarile; adica i-am ajutat sa isi stranga si mai multi fani
Si consumatorii astia nu au altceva de facut decat sa comenteze pe Facebook
1. Succesul unei campanii este asigurat si de stabilirea unor obiective clare si realiste.
Rolul firesc al unor influenceri implicati intr-o campanie este sa ajute indicatorii de imagine, sa amplifice componenta de awareness si intentia de trial.
Obiectivele brandului, ale campaniei si cele ale influencerului/ilor trebuie sa fie in armonie, altfel avem de-a face cu o disonanta.
2. De multe ori campaniile cu influenceri sunt privite ca ceva cool, in trend, prin urmare si brandurile cool sau care isi doresc sa fie cool, ar trebui sa foloseasca influenceri.
Abordarea aceasta este de cele mai multe ori perdanta pe termen lung. Influencer marketing este un pillar strategic in sine: de la selectia corecta a influencerilor si pana la integrarea lor naturala in strategia si vizunea brandului.
Mai mult, asa cum veti vedea si in case-ul pe care il va prezenta Denisa, efectele sau eficienta unui endorsement correct si perseverant se vad foarte frumos in timp.
3. Planificarea strategica bazata pe trenduri (fie ca vorbim de micro-influenceri, celebritati, bloggeri etc), fara o analiza stricta a brandului, a istoricului lui intr-o anumita piata si a unei analize de continut, este de cele mai multe ori sortita esecului.
Brand ladder/Influencer ladder
1. Succesul unei campanii este asigurat si de stabilirea unor obiective clare si realiste.
Rolul firesc al unor influenceri implicati intr-o campanie este sa ajute indicatorii de imagine, sa amplifice componenta de awareness si intentia de trial.
Obiectivele brandului, ale campaniei si cele ale influencerului/ilor trebuie sa fie in armonie, altfel avem de-a face cu o disonanta.
2. De multe ori campaniile cu influenceri sunt privite ca ceva cool, in trend, prin urmare si brandurile cool sau care isi doresc sa fie cool, ar trebui sa foloseasca influenceri.
Abordarea aceasta este de cele mai multe ori perdanta pe termen lung. Influencer marketing este un pillar strategic in sine: de la selectia corecta a influencerilor si pana la integrarea lor naturala in strategia si vizunea brandului.
Mai mult, asa cum veti vedea si in case-ul pe care il va prezenta Denisa, efectele sau eficienta unui endorsement correct si perseverant se vad foarte frumos in timp.
3. Planificarea strategica bazata pe trenduri (fie ca vorbim de micro-influenceri, celebritati, bloggeri etc), fara o analiza stricta a brandului, a istoricului lui intr-o anumita piata si a unei analize de continut, este de cele mai multe ori sortita esecului.
De multe ori apare intrebarea – sa folosim un pool mai mare de influenceri in campanii sau anumiti influenceri, cu care sa ne consolidam in timp relatiile.
In general, prima abordare iti poate aduce reach mai mare, insa scoreaza mai slaba la capitolul loyalty.
Pe de alta parte, chiar si in cazul unei campanii de awareness, cand obiectivul principal ar putea fi sa ajungi la un numar cat mai mare de persoane – abordand prima strategie, risti sa iti afectezi foarte mult relevanta.
Brand’s unique story -> right influencers: the people who share your passion & expertise across key categories that relate to your business
Exp: Fashion blogger promovand mezeluri
Look at whom your customers are engaging with on social media
Social listening: listen to their conservations & understand what they care about
O abordare mai profunda, human-centric, bazata pe onestitate, autenticitate si consistenta
Unele postari sunt realizate la diferenta de cateva zile sau saptamani – produse din categorii similar, branduri diferite.
Credibilitatea este una f scazuta. Nu pentru ca nu ai putea folosi 3 tipuri diferite de sampoane sau crème, ci pentru ca maniera in care iti sunt prezentate/recomandate este una nefireasca.
In conditiile in care la jumatatea acestui an, numarul device-urile “connected” a depasit numarul locuitorilor de pe planeta, vorbim despre o noua realitate, despre nevoi complet diferite de consum si despre o receptivitate diferita in functie de mediu.
Astfel, primul lucru pe care trebuie sa il intelegem este acela ca trebuie sa construim firul epic, povestea…pornind de la specificatiile (tehnice si semnatice) ale fiecarui mediu.
Concret: un spot gandit pentru TV nu va functiona niciodata in online.
Sau: pentru ca sunt la moda gif-urile/animatiile – sa luam niste print screen-uri din spotul TV, eventual cele cu packshot-ul cat mai vizibil si sa le punem in Social Media – iar, nu vor functiona.
Agencies need to ask themselves whether the job descriptions they are recruiting with, the media plans they are creating and the media deals they are brokering look the same as they did 12 months ago.
A new level of integration and collaboration is required amongst agencies and partners. Brands will require holistic and integrated strategies and plans, with specialist activation;
Agencies need to ask themselves whether the job descriptions they are recruiting with, the media plans they are creating and the media deals they are brokering look the same as they did 12 months ago.
Exp: A avea un Ferrari si a face liniute cu el pe Magheru versus Ferrari pe circuit)