Mindshare UK launches Grow@Mindshare incubator to work with startups

Mindshare | August 19, 2016

Mindshare UK launches Grow@Mindshare incubator to work with startups
WPP-owned agency Mindshare UK has launched an innovation incubator designed to help startups and businesses at the "early stages of marketing". Grow@Mindshare will take advantage of the agency's specialties, connections and media buying capabilities to offer a more "agile, lean and faster," service according to the firm. The team will be led by Joanna Lyall, chief commercial officer, Alan Weetch, client partner, and Ruth Zohrer, head of programmatic marketing. Grow has already been working with recipe box service Gousto, and Picasso Labs, a data-driven creative tech outfit. The offering will work with new digital enterprises, startups and businesses on a client-by-client basis. For startups it will work with businesses from Series A funding onwards. The new team will give businesses access to Mindshare’s audience insights and research, and clients will be able to tap into the wider WPP network, as well as Mindshare’s cross-channel media buying flexibility.

Spotlight

Digital Marketing is probably one of the most inexpensive but very effective (if done well) marketing channels that most businesses from fortune 500 companies to small and medium enterprises are now using to grow their profits, reach more people and boost brand awareness.


Other News
SOCIAL MEDIA MARKETING

Parag Agrawal: Talk of the Town-The New CEO of Twitter

Twitter | December 01, 2021

India-born, tech-savvy Parag Agrawal has been appointed as the new CEO of Twitter. All set to take Twitter to the next level by strategizing policy and strengthing campaigns. Twitter announced one of the biggest news of the decade that an Indian, Parag Agarwal, the IIT-Bombay graduate, is the new CEO of Twitter. He joined Twitter as a software engineer in 2011. Later on, he was appointed as a chief technology officer in 2017. He was also part of top tech companies like Google, Microsoft, and Adobe. Jack Dorsey, the former CEO of Twitter, has handed over the reign to Parag Agarwal. He has been a part of the organization for over a decade. He managed machine learning, revenue, consumer engineering and assisted with audience growth. Parag handled the 'Bluesky' project marvelously, the decentralized program which was introduced in 2019. In addition, Parag incredibly managed products strategy, promotional strategy, and the large-scale password security issue during his career. On the appointment of Parag as the CEO of Twiter, Dorsey said, "He's been my choice for some time given how deeply he understands the company and its needs. He has been behind every critical decision that helped turn this company around, not only that, Agrawal has been around when the company was nothing like it is today and had fewer than a thousand employees." Parag has committed himself to enhance Twitter's potential by maintaining data security, designing effective campaigns, and utilizing cutting-edge technologies. As a result, the company expects a tangible result with its CEO change, taking Twitter to the next level as all other social platforms compete to be the best. Amidst receiving millions of congratulatory posts, netizens spiced up his previous tweets by creating various types of memes. This increased audience engagement as he mentioned social issues unbiased and fearlessly.

Read More

MARKETING STRATEGY

Influ2 Raises $8M in Series A to Build Comprehensive Buying Group Marketing Solution

Influ2 | October 27, 2021

This financing enables Influ2 to help B2B marketers create even more effective campaigns through new capabilities that directly engage buying groups New York, New York-- Influ2, the first Person-Based Advertising (PBA) platform, today announced its Series A funding of $8 million, led by Rally Ventures. Cofounded by Dmitri Lisitski, Chief Executive Officer, and Vladimir Mikhalko, Chief Technology Officer, Influ2 is purpose-built for B2B marketers to amplify their enterprise reach and revenue. The platform serves ads to specific decision-makers via display and social networks and captures their engagement at an individual level. The results returned from these campaigns arm sales teams with tangible person-based insights to help them drive engagement with their target accounts. Through its PBA solution, Influ2 helps B2B marketers break open the black box of online advertising. And, powered by this technology, this investment enables Influ2 to build an end-to-end Buying Group Marketing (BGM) solution. This solution will give businesses the ability to monitor engagement and sentiment across buying groups to help them provide personalized sales and marketing experiences that reflect where targets are in their purchasing journeys. "At the heart of ABM is a buying group that ultimately makes the decisions. That's why we developed Influ2. To give B2B marketers the power to reach key decision-makers at their target accounts,” said Dmitri Lisitski, CEO and Cofounder of Influ2. "This investment will help Influ2 extend beyond advertising, allowing marketers to achieve more precision by extending their Buying Group Marketing approach more holistically across their programs." ​​Rally Ventures, a leading U.S.-based venture capital firm focused on early-stage business technology, led this round of funding, along with a personal investment from Ryan Barretto, President of Sprout Social. While Influ2 will primarily make a heavy investment in product development, this funding will also support its continued U.S. and team expansion. “I first connected with Influ2 in 2019 and have traced its trajectory since then. Influ2 experienced five times revenue growth in 2020, which was especially impressive given the pandemic. With more than 40 new customers brought on board this year alone, it’s clear that marketers are embracing the platform,” said Charles Beeler, Managing Director at Rally Ventures. “The Influ2 team is doing incredible work, and we’re confident in this growth investment and look forward to supporting the development of this new BGM solution and the next step in their journey.” “For brands to successfully drive engagement, revenue and a healthy ROI - they need to ensure that their advertising is delivering the right message to the right buyer at the right time,” said Ryan Barretto, President of Sprout Social. “Influ2 has built a product that empowers marketers to do just that, and I’m excited to support their vision and continued innovation." Influ2’s platform serves multiple unicorn start-up companies, such as Amplitude, Papaya Global and Optimove, and their success is driven by their willingness to embrace innovative new approaches offered by platforms like Influ2. “Legacy targeting methods weren’t working for us, and before Influ2, we were showing ads to targets that our salespeople weren’t talking to — and this was due to a misalignment between sales and marketing,” said Marcus Akerland, Senior Manager of Performance Marketing at Amplitude. “With Influ2, we were able to see who was engaging with our ads on a person-by-person level, revealing if our campaigns were reaching our intended targets and buying groups. Not only did this information support better sales and marketing alignment, it also helped us to develop more effective campaigns and increase our marketing ROI overall.” To learn more about Influ2 or to request a demo, visit: influ2.com. About Influ2 Influ2 is a Person-Based Advertising platform for B2B companies that is purpose-built for B2B marketers who want to amplify their enterprise reach and revenue. It serves ads to specific decision-markers via display and social networks and provides sales with person-based and buying group insights that drive engagement within their target accounts. Where attention is finite, Influ2 helps you get in front of and drive engagement with people that want to engage with you. For more information, visit influ2.com. Media Contact Samantha Rubenstein PR Manager for Influ2 s.rubenstein@influ2.com

Read More

MULTI CHANNEL MARKETING

InfluencerActive Launches the World’s First Business-to-Business Influencer Marketplace

InfluencerActive | October 06, 2021

Leading Business Influencers with Extensive Networks Join Global Digital Platform to Help Boost Marketing Campaigns of B2B and B2C Brands InfluencerActive, Inc. today announced the global launch of the world’s first business influencer digital marketplace, featuring more than 200 highly networked, leading business influencers for B2B and B2C brands. These influencers are spread across 15 countries in the U.S., Asia-Pacific, Latin America, and Europe. The marketplace offers a combined first-level reach of over 20 million people and a network reach of more than 250 million people, numbers that are growing daily as more influencers join the platform. The InfluencerActive digital marketplace is available around the globe. According to Business Insider, the influencer marketing industry will grow to $15 billion by 2022. Additionally, a recent survey conducted by Influencer Marketing Hub shows that 75% of brands said they intend to dedicate a budget to influencer marketing in 2021, and 90% of survey respondents said they believe influencer marketing is an effective form of marketing. “Consumer-oriented social media channels like Instagram, YouTube, and more recently, TikTok, have been generating engagement for some time, while business-focused influencers have largely flown beneath the radar,” said Anthony James, CEO of InfluencerActive. “On sites like LinkedIn and Twitter, business leaders, executives, coaches, and even CEOs have built networks of influence that regularly reach millions of people around the world. But until now, there has been no easy way for B2B brands to engage and activate business influencers.” “The launch of InfluencerActive will change the influencer marketing game for both B2B and B2C brands, particularly with small businesses and medium-sized enterprises,” James continued. “Our focus is on curating a cadre of ‘hyper-networked’ business people – real professionals who have a vested interest in their professional network and the ability to generate high levels of engagement. As a digital marketplace, we have global scope and our influencers have worldwide reach through their networks of influence. In general, our customers don’t engage our influencers for their local expertise but for their regional and international scale.” An Easier Way to Leverage the Power of Influencer Marketing InfluencerActive was founded by CEO Anthony James, who for nearly 30 years, on four continents, has worked with organizations of all types and sizes to learn the art of leadership, influence, and technology disruption. The digital marketplace makes it easy for marketing leaders, brands, and agencies to work with influencers, giving them a direct line of communication and a simple process for integrating them into a campaign to increase awareness and impact. With the InfluencerActive marketplace, B2B and B2C marketers can quickly book an influencer, send the desired media and messaging, and see their content pushed live by the influencer within a matter of hours. "I knew nothing about influencers prior to connecting to InfluencerActive,” said Red Welke, Founder, T-Rex Hammer. “Our first experience with the platform was absolutely mind-blowing. We received hundreds of inquiries almost immediately. The platform delivers amazing value through professional recognition and brand awareness. We will be utilizing InfluencerActive consistently as part of our long-term marketing and growth strategy." “Advertising just doesn’t offer the same value as it once did,” said James. “Sponsored posts simply take the old ‘interruption marketing’ model and apply it to digital news feeds. But people don’t want to be interrupted. They want context, a story, entertainment, and trust. Our influencers are well-positioned to do that, and our platform is the ideal vehicle for making that happen.” The InfluencerActive digital marketplace is available at marketplace.influencer-active.com About InfluencerActive InfluencerActive is an influencer marketing platform that directly connects brands and businesses with curated and vetted business influencers to create a seamless marketplace for both buyer and influencer to engage. Influencers in the InfluencerActive network have built significant followings over traditional business channels such as LinkedIn and Twitter. Their trusted voices are valued in both the B2C and B2B contexts. In engaging with influencers through InfluencerActive, business owners can cut through the channel noise and marketing challenges of a fragmented media world. With Influencer Active, engagement is direct between business and influencer, and there is a cost only if an influencer agrees to engage. For more information, please visit Influencer-Active.com. Follow us on Twitter @InfluencerActi3, LinkedIn, and Instagram @influencer_active.

Read More

MARKETING ANALYTICS

CLG and Samsung Announce Marketing Partnership

Samsung | April 13, 2021

CLG, a top-tier North American esports organization, and Samsung Electronics America, announced a partnership in which Samsung will be the Official Computer Memory Hardware Devices Partner for all CLG teams. The partnership includes an editorial-style digital content series and premier brand integration throughout CLG’s team and player digital channels across Twitch, Twitter and Instagram. Samsung is also the Presenting Partner for CLG’s Amateur Competition Platform “Samsung Open Tournament Series,” where Samsung will be involved in all marketing assets and throughout the livestreams of Samsung Open Tournament Series events on the CLG Twitch Channel. The series is coed and provides an opportunity for everyone to gain experience in a competitive and comfortable environment. The first Samsung Open Tournament Series will take place on April 24, with Amateur players competing in League of Legends. The monthly tournaments will alternate between League of Legends and fan-voted games.

Read More

Spotlight

Digital Marketing is probably one of the most inexpensive but very effective (if done well) marketing channels that most businesses from fortune 500 companies to small and medium enterprises are now using to grow their profits, reach more people and boost brand awareness.

Resources