Why 2019 Will Be the Year of Influencer Marketing

JOE GAGLIESE | January 13, 2019 | 53 views

Influencer marketing is like a chameleon. It’s an unpredictable, ever-changing, always surprising industry. It’s the stage that any brand or public figure wants to be on right now. Anyone who has skin in the game wants to have his or her say as an influencer, or to let their voice be heard through the help of influencers. This fascinating world is changing at the speed of light, and while some marketers are running around to chase predictions, others are shaping the game of the future.

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House of Comms

House of Comms is an independent, award-winning integrated communications agency based in the UAE. We reach across the globe to bring clients intelligent, creative PR and digital communications strategies, combining big agency experience, with the client focus and personal touch of a boutique agency

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MARTECH

Vendor Vetting: Things to Consider

Article | September 22, 2022

Choosing your stack and the vendors who provide its components are two of the most crucial business choices you will make. Finding a reliable supplier at a reasonable price is crucial to the success of any business. Every company has different hiring standards. Here are the criteria you can use to vet your vendors: Customer Satisfaction No vendor shares customer complaints. Inquire about the vendor’s performance. Find good and bad examples of interactions, then decide what bad means to you. Service levels Can the vendor meet your account's needs? This varies by product and buying cycle. Check their supply chain and process control. This will show how reliable they are. Finances Long-term planning depends on a vendor's financial stability. What are their options if they run out of money? Will your vendor's layoffs affect service and needs? Could a cash-strapped vendor raise your costs? Determine your recourse if the vendor is acquired and if the risk is acceptable. Relationships & Culture The vendor's culture should match yours. If not, you'll have staffing, contract, and other vendor issues. No relationship is perfect, but find vendors who want you both to win. Communication Communication is key in any relationship, and a vendor's poor support can be maddening. Ensure departmental communication. Support management reveals much about communications. Some vendors prioritize closing the deal. Great vendors solve issues before closing tickets. Contracts What's your company's contract tolerance? A confident vendor offers one-year or month-to-month contracts. Immature or aggressive vendors may seek long-term contracts. Make sure their method fits your company's culture. Costs These products and services cost money. How well you negotiate with vendors affects costs. Choose the best product and price, then negotiate. Quality Is the product constantly improved? If innovation stalls or quality drops, the vendor will be replaced quickly. Check their quality history. Supply Chain Security Most vendors have supply chains. Evaluate each supply chain part's service level, security, and compliance. Final Thoughts: Choose Your Vendors Wisely List vendors in your product stack or distribution chain. Add your own selection criteria. If you don't have a vendor due diligence and selection process, this will help.

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CHANNEL PARTNERSHIPS

Channel Partners: How Investing in the Right Ones Can Stimulate Growth

Article | July 14, 2022

Investing in the right channel partners in a deeper, more personalized way through tailored, easy-to-use marketing development funds and incentives. Partner marketing programs can help your organization achieve key growth and your ROI objectives. You need to take risks, be creative and use the rapid digital transformation to identify your top channel and dealer partners. Here are some ways to help you identify which channel partners you need to focus on and how to categorize your partners: Creating a Robust Channel Strategy Create a strong channel strategy based on the ideal channel partner profile. Find answers to questions like what your channel strategy aims to achieve, what drives the growth of your business, what separates you from your competitors and what is important for your partnership. Defining what you want from your channel strategy is the key to recruiting the right partners for your program. Defining IPP (Ideal Partner Profile) Your ideal partner should be capable, ready, willing, and able to sell your products. They should have the same mindset, a partnership mentality, make the most of the sales enablement resources you provide, and align with you in terms of business perspective. Stability in aspects like finance, human resources, market reputation, and performance is crucial. Analyze Partners’ Performance Rate your partners based on their capabilities, their ability to come up with competitive solutions, their willingness to communicate clearly and their ability to inculcate new ways to increase sales and revenue. If their performance is not up to the mark, be prepared to knock them off the list. Be selective when investing in a partner. Be Ready to Support Large Channel Partners You should have the mindset and resources to support large channel partners. Devote your funds to offering them training and relevant content, and give them the support they need to succeed. Employ a team who can manage such partners, regularly get an overview of their performance and issues they are having so they know you care. Harness Technology to Manage Partnerships Use sophisticated PRM tools to analyze how your partners are performing against defined KPIs and identify areas for improvement, and the type of training they are receiving and their incentive history. Channel Partnerships Aid in Revenue Growth Creating channel partnerships with the right companies can help you broaden your customer base, achieve your ROI objectives, and create lasting business relationships.

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CHANNEL PARTNERSHIPS

5 Solid Reasons to Fuse Your Influencer & Affiliate Marketing Campaigns

Article | July 29, 2022

Your business needs to see a big return on investment (ROI) from influencer marketing to be worth it. And the best way to do that is through affiliate marketing. In this article, you will find five solid reasons to blend your influencer and affiliate marketing campaigns. Encourage Team Work You can increase influencer-driven purchases by integrating creator efforts with partner marketing. Furthermore, you can optimize partner diversification, gain quantitative insights into individual performance, and combine sales metrics with valuable top- and middle-of-funnel data for a more comprehensive approach. Your teams can remove department silos and work towards the same goals. Broaden Your Customer Base Your secret weapon is nano and micro-influencers, with a smaller, highly engaged audience of up to 50,000 followers. These creators understand that affiliate partnerships with brands can increase their earnings by attracting more engaged audiences with a higher probability to transact. Create Long-Term Relationships Influencer marketing used to be all about short-term strategies. However, cultivating long-term relationships with performers yields better results. So, find the voices that understand your brand and invest in long-term relationships. Form Smooth-Sailing Partnerships Finding the right creators and maintaining close contact can make or break a project's success. Choose affiliate platforms that provide third-party influencer management solutions to reduce friction and allow creators to focus on engaging their audiences, making it easier for influencers to work with brands and track direct sales. Align Your Objectives You can accurately measure a creator's impact on sales and pay for tangible results by combining your affiliate and influencer marketing activities. And because affiliate marketing lets you track sales for each influencer, you can accurately determine the return on investment for each one and focus on the most productive ones. 1 Drive Revenue and Prove the Value of Investment Affiliate partnerships are an example of a new way for brands and influencers to work together to benefit everyone.

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CUSTOMER EXPERIENCE

Lifecycle Marketing: Conquering Customer Engagement

Article | July 5, 2022

Marketers know it's rare to capture a customer's attention on the first brand encounter. Customer loyalty takes time, thought, and brand trust. What if your marketing strategy included all these elements and more? Lifecycle marketing boosts customer engagement, revenue, and brand growth. Lifecycle Marketing at a Glance Lifecycle marketing is a set of strategies that a company uses to positively influence customers as they move from one point in the marketing cycle to the next. Stages of Lifecycle Marketing A brand’s lifecycle can be short, like Nespresso’s, or long, like Mercedes’. Both have the same goal: to win over a customer and keep them coming back. Stages of a lifecycle marketing plan: Awareness Prospects learn about your company. This is where you can catch their attention and reel them in to the next stage. Engagement Prospects begin interacting with your brand. They want to learn about your offerings through different channels like email, websites, and social media. Evaluation Here you provide your prospects with information on your product or service so they can move towards making a purchase decision. Purchase Your prospect buys your product or services and becomes a customer. Ensure that you make the purchase experience simple. Support After-sales service is crucial for maintaining your brand’s reputation. At this stage, make sure your customers are satisfied with your product through excellent customer service. Loyalty Your customers become your brand ambassadors and promote your product to their contacts. What Does Lifecycle Marketing Do for Your Business? Helps grow your customer base through elevated customer experience Improves sales by turning a one-time buyer into a returning customer Turns customers into brand advocates who promote and vouch for your brand Improves marketing ROI and lifetime customer value (LCV)

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Spotlight

House of Comms

House of Comms is an independent, award-winning integrated communications agency based in the UAE. We reach across the globe to bring clients intelligent, creative PR and digital communications strategies, combining big agency experience, with the client focus and personal touch of a boutique agency

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MARKETING DATA

5WPR On Latest Trends in Influencer Marketing

5W Public Relations | February 28, 2022

5WPR Co-President Dara Busch presents thoughts on the latest trends in influencer marketing. She notes With the help of mediums like social media, digital marketing has greatly evolved in the last few years. Nevertheless, the world is still at the early stages of developing digital marketing because its true potential has not yet been reached. Since the start of the digital marketing industry, there have been numerous changes, with one of the biggest being the rise of influencer marketing. This type of social media marketing uses endorsements by social media influencers. Companies work with those individuals that have a dedicated social media following, or who are seen as thought leaders of their industries. This type of campaign works because people tend to trust the social media influencers they follow and getting recommendations from them works as social proof of the efficacy of companies' products or services. Micro-influencers Most people believe that the best influencer marketing campaigns are done when businesses work with the biggest social media influencers, but that's not always the case. In terms of influencer marketing, people that don't have a large number of followers can actually produce the best results for many companies and businesses. This is because micro-influencers tend to produce more engagement, clicks, and higher returns on investment for businesses. The engagement rate is often very low for influencers that have many followers, which means that influencers with fewer followers generate higher engagement rates. It's important to remember that businesses aren't looking for more followers for their businesses or products if they can't convert those followers into sales. Upcoming Changes The world of influencer marketing has been changing since it first started, with the focus of consumers shifting from the brands they follow to influencers that talk about different brands while recommending products. Many consumers are looking for more engaging content from the influencers they follow and want to interact with them. These days, it's not all about following a product or a brand blindly. It's also important to know that most consumers, when looking to connect with influencers, follow them across several social media channels. For example, if an influencer is popular on a platform like YouTube, many of their YouTube followers are going to follow their profiles on Twitter, Instagram, or any other social media platform they're using. That means when companies are creating influencer marketing campaigns to promote themselves or their products, they should take other social media platforms into account, and create content with the influencer for every platform where they have an audience, instead of solely focusing on a single platform. Working with Influencers One of the best things about working with influencers on a marketing campaign is that many consumers view the influencers as their friends, instead of as celebrities. These types of campaigns are very cost-effective for businesses, and they tend to target niche communities in the digital space. Many influencers also tend to have high engagement rates with their audiences. Companies that are looking to take advantage of the opportunities that influencer marketing campaigns provide first have to outline their goals and expectations, as well as set a budget for their campaign. After that, it's time to find the right influencers to work with and to verify their digital presence. Dara Busch is co-President of 5WPR, a leading independent PR firm. About 5WPR 5W Public Relations is a full-service PR agency in NYC known for cutting-edge programs that engage with businesses, issues and ideas. With more than 250 professionals serving clients in B2C (Beauty & Fashion, Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit), B2B (Corporate Communications and Reputation Management), Public Affairs, Crisis Communications and Digital Marketing (Social Media, Influencer, Paid Media, SEO). 5W was awarded 2020 PR Agency of The Year and brings leading businesses a resourceful, bold and results-driven approach to communication.

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MARKETING DATA

Tinuiti Launches New Omnichannel Full Performance Influencer Practice

Tinuiti | February 08, 2022

On February 2, Tinuiti, the largest independent performance marketing firm across Amazon, Facebook, Google, and streaming TV announced the launch of its omnichannel Performance Influencer Practice. It is a full-service, full-funnel solution that delivers measurable ROI for brands by leveraging influencer marketing. Tinuiti is the first U.S agency to earn TikTok’s Campaign Management Badge. It is uniquely positioned to help brands leverage influencers across the entire customer journey through its exclusive partnerships, media capabilities, and tech stack like no other. All these in-house tools allow tactical activation across the entire funnel to enhance performance outcomes within clients’ large media mix and efficient strategy execution. It delivers multi-channel distribution plans, pushes out influencer campaigns into paid social, OTT, programmatic, websites, and more. The firm is led by 15-year veteran Crystal Duncan, who is the SVP, and Head of Influencer Marketing. Tinuiti serves clients across all aspects of the influencer journey, right from sourcing and vetting talent, content creation, to performance measurement through paid distribution. It has a team of highly trained experts who build data-driven strategies that are activated against the proper group of influencers based on brand KPIs. Influencers are incredibly effective for brands because they are authentic storytellers who emotionally connect with and are trusted by their audiences. But that is just one piece of the Influencer puzzle. Tinuiti understands the magic in omnichannel integration with other digital marketing tactics and the ability to measure Influencer performance beyond vanity metrics, truly making it a full-funnel driver. The integration across functions including Social, Affiliate, and ecommerce create a larger amplification in a highly competitive space for brands to grow their business." Crystal Duncan, SVP, Head of Influencer Marketing "As quantitative, tech-driven, data scientists who truly get Influencer, Tinuiti brings precise measurement to bear on our clients' Influencer campaigns—in other words, exactly the type of analytics that has typically been so elusive for brands looking to gauge the results of their Influencer investments." – Obele Brown-West, Tinuiti's Chief Solutions Officer.

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CHANNEL PARTNERSHIPS

Future Today Partners with YouTube Sensation Brat TV

Future Today | January 25, 2022

Future Today has partnered with Brat TV, one of YouTube’s most viewed content creators. They have launched a dedicated AVOD channel that features Brat TV’s popular video series for teenage audiences. Brat TV was launched in 2017 and has already garnered more than 1.6 billion views on YouTube. This AVOD channel is free on Roku and Fire TV and offers 85 hours of original programming, including Chicken Girls starring Hayden Summerall, Annie LeBlanc, and Brooke Butler. It also has On the Ropes starring Ava Jules, Ryan Garcia, and Bella Shepard, and Crown Lake starring Emily Skinner, Francesca Capaldi, and Kyla Drew. Many other shows that feature teen influencers across social media are also a part of the programming. Future Today provides a complete suite of streaming technologies and services, from video management to advertising and monetization solutions, promotion, and much more,” said Chase Logan, Director and Head of Postproduction at Brat TV. “They are the perfect partner to help us scale our business, reach new audiences, and expand our distribution across CTV platforms. With their support, we’re able to deliver the beloved content our fans crave on the most engaging video platforms – TV.” The brand-safe content and popularity with teenage audiences makes the Brat TV titles very attractive to our advertiser audiences and popular big-brand distribution platforms. We are very happy to be selected to help expand Brat TVs reach. They are the perfect complement to our existing line-up of kids and family programming.” Vikrant Mathur, Co-Founder and CEO of Future Today Future Today offers a comprehensive solution for content owners who want to launch new streaming channels, monetize their content across OTT platforms, grow their audiences. They have developed a proprietary portfolio of streaming technologies, solutions, and services like video management, publishing and maintenance, app development, advertising, cross-channel promotion, and more. The launch of this Brat TV AVOD channel is Future Today’s first step into dedicated teenage audience programming. It offers new opportunities for advertising to this highly popular demographic.

Read More

MARKETING DATA

5WPR On Latest Trends in Influencer Marketing

5W Public Relations | February 28, 2022

5WPR Co-President Dara Busch presents thoughts on the latest trends in influencer marketing. She notes With the help of mediums like social media, digital marketing has greatly evolved in the last few years. Nevertheless, the world is still at the early stages of developing digital marketing because its true potential has not yet been reached. Since the start of the digital marketing industry, there have been numerous changes, with one of the biggest being the rise of influencer marketing. This type of social media marketing uses endorsements by social media influencers. Companies work with those individuals that have a dedicated social media following, or who are seen as thought leaders of their industries. This type of campaign works because people tend to trust the social media influencers they follow and getting recommendations from them works as social proof of the efficacy of companies' products or services. Micro-influencers Most people believe that the best influencer marketing campaigns are done when businesses work with the biggest social media influencers, but that's not always the case. In terms of influencer marketing, people that don't have a large number of followers can actually produce the best results for many companies and businesses. This is because micro-influencers tend to produce more engagement, clicks, and higher returns on investment for businesses. The engagement rate is often very low for influencers that have many followers, which means that influencers with fewer followers generate higher engagement rates. It's important to remember that businesses aren't looking for more followers for their businesses or products if they can't convert those followers into sales. Upcoming Changes The world of influencer marketing has been changing since it first started, with the focus of consumers shifting from the brands they follow to influencers that talk about different brands while recommending products. Many consumers are looking for more engaging content from the influencers they follow and want to interact with them. These days, it's not all about following a product or a brand blindly. It's also important to know that most consumers, when looking to connect with influencers, follow them across several social media channels. For example, if an influencer is popular on a platform like YouTube, many of their YouTube followers are going to follow their profiles on Twitter, Instagram, or any other social media platform they're using. That means when companies are creating influencer marketing campaigns to promote themselves or their products, they should take other social media platforms into account, and create content with the influencer for every platform where they have an audience, instead of solely focusing on a single platform. Working with Influencers One of the best things about working with influencers on a marketing campaign is that many consumers view the influencers as their friends, instead of as celebrities. These types of campaigns are very cost-effective for businesses, and they tend to target niche communities in the digital space. Many influencers also tend to have high engagement rates with their audiences. Companies that are looking to take advantage of the opportunities that influencer marketing campaigns provide first have to outline their goals and expectations, as well as set a budget for their campaign. After that, it's time to find the right influencers to work with and to verify their digital presence. Dara Busch is co-President of 5WPR, a leading independent PR firm. About 5WPR 5W Public Relations is a full-service PR agency in NYC known for cutting-edge programs that engage with businesses, issues and ideas. With more than 250 professionals serving clients in B2C (Beauty & Fashion, Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit), B2B (Corporate Communications and Reputation Management), Public Affairs, Crisis Communications and Digital Marketing (Social Media, Influencer, Paid Media, SEO). 5W was awarded 2020 PR Agency of The Year and brings leading businesses a resourceful, bold and results-driven approach to communication.

Read More

MARKETING DATA

Tinuiti Launches New Omnichannel Full Performance Influencer Practice

Tinuiti | February 08, 2022

On February 2, Tinuiti, the largest independent performance marketing firm across Amazon, Facebook, Google, and streaming TV announced the launch of its omnichannel Performance Influencer Practice. It is a full-service, full-funnel solution that delivers measurable ROI for brands by leveraging influencer marketing. Tinuiti is the first U.S agency to earn TikTok’s Campaign Management Badge. It is uniquely positioned to help brands leverage influencers across the entire customer journey through its exclusive partnerships, media capabilities, and tech stack like no other. All these in-house tools allow tactical activation across the entire funnel to enhance performance outcomes within clients’ large media mix and efficient strategy execution. It delivers multi-channel distribution plans, pushes out influencer campaigns into paid social, OTT, programmatic, websites, and more. The firm is led by 15-year veteran Crystal Duncan, who is the SVP, and Head of Influencer Marketing. Tinuiti serves clients across all aspects of the influencer journey, right from sourcing and vetting talent, content creation, to performance measurement through paid distribution. It has a team of highly trained experts who build data-driven strategies that are activated against the proper group of influencers based on brand KPIs. Influencers are incredibly effective for brands because they are authentic storytellers who emotionally connect with and are trusted by their audiences. But that is just one piece of the Influencer puzzle. Tinuiti understands the magic in omnichannel integration with other digital marketing tactics and the ability to measure Influencer performance beyond vanity metrics, truly making it a full-funnel driver. The integration across functions including Social, Affiliate, and ecommerce create a larger amplification in a highly competitive space for brands to grow their business." Crystal Duncan, SVP, Head of Influencer Marketing "As quantitative, tech-driven, data scientists who truly get Influencer, Tinuiti brings precise measurement to bear on our clients' Influencer campaigns—in other words, exactly the type of analytics that has typically been so elusive for brands looking to gauge the results of their Influencer investments." – Obele Brown-West, Tinuiti's Chief Solutions Officer.

Read More

CHANNEL PARTNERSHIPS

Future Today Partners with YouTube Sensation Brat TV

Future Today | January 25, 2022

Future Today has partnered with Brat TV, one of YouTube’s most viewed content creators. They have launched a dedicated AVOD channel that features Brat TV’s popular video series for teenage audiences. Brat TV was launched in 2017 and has already garnered more than 1.6 billion views on YouTube. This AVOD channel is free on Roku and Fire TV and offers 85 hours of original programming, including Chicken Girls starring Hayden Summerall, Annie LeBlanc, and Brooke Butler. It also has On the Ropes starring Ava Jules, Ryan Garcia, and Bella Shepard, and Crown Lake starring Emily Skinner, Francesca Capaldi, and Kyla Drew. Many other shows that feature teen influencers across social media are also a part of the programming. Future Today provides a complete suite of streaming technologies and services, from video management to advertising and monetization solutions, promotion, and much more,” said Chase Logan, Director and Head of Postproduction at Brat TV. “They are the perfect partner to help us scale our business, reach new audiences, and expand our distribution across CTV platforms. With their support, we’re able to deliver the beloved content our fans crave on the most engaging video platforms – TV.” The brand-safe content and popularity with teenage audiences makes the Brat TV titles very attractive to our advertiser audiences and popular big-brand distribution platforms. We are very happy to be selected to help expand Brat TVs reach. They are the perfect complement to our existing line-up of kids and family programming.” Vikrant Mathur, Co-Founder and CEO of Future Today Future Today offers a comprehensive solution for content owners who want to launch new streaming channels, monetize their content across OTT platforms, grow their audiences. They have developed a proprietary portfolio of streaming technologies, solutions, and services like video management, publishing and maintenance, app development, advertising, cross-channel promotion, and more. The launch of this Brat TV AVOD channel is Future Today’s first step into dedicated teenage audience programming. It offers new opportunities for advertising to this highly popular demographic.

Read More

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