Posts tagged with Influencers

snapchat lens

Ask the experts: Paid social media trends, challenges & strategy

Next up for our 'ask the experts' series is paid social media.

We've got some consultants and agency bods to give us their opinions on everything from Snapchat to strategy, video to influencers. There's quite a lot to digest so you can use the hyperlinks below to jump between questions.

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Are marketers underestimating the fraud threat to influencer marketing?

Ad fraud is a multi-billion dollar a year problem and according to one estimate, by 2025, the digital ad market could be the second largest revenue source for organized crime behind drug trafficking.

Ad fraud comes in numerous forms. There's click fraud, for example, which for years has been a thorn in the side of marketers using pay-per-click advertising channels.

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Love Island 2017: Is this the future of influencer marketing?

If you haven’t caught wind of the show that’s kept the nation gripped over the last seven weeks – with its ‘he said, she said’ drama, witty one liners and collection of beautiful couples who look fresh out of an Essex salon – where have you been hiding?

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“It was a great campaign. It cost me $2M”: A discussion on EMV and social media measurement

I recently had a fascinating conversation with the CMO for a global multi-brand consumer goods company on the measurement of social media performance and in particular about EMV (Earned Media Value).

Here is a fairly accurate transcript of that conversation.

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funnel

Should sales be used to measure the ROI of influencer marketing?

As influencer marketing gets more sophisticated (and expensive), the demand for reliable measurement of ROI is increasing rapidly.

Are you measuring the value of your efforts the right way?

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Micro-influencers: How to find the right fit for your brand

The world of influencer marketing has changed considerably over the past couple of years. While early examples were all about using influencers with the biggest audiences – it now seems to be a case of less is more. 

Many brands are using micro-influencers – people with a smaller number of followers on social media, but who create a much bigger impact. Yet with an endless pool of micro-influencers to choose from - and a much lengthier planning process - how can brands ensure they find the right fit? 

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Why did Amazon's online video shopping channel fail?

Last March, Amazon launched Style Code Live, a daily live online show that looked like an attempt to bring the home shopping channel into the 21st century.

But little more than a year later, Amazon apparently decided that Style Code Live was not going to be this generation's answer to TV shopping.

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Three social media lessons from WWF’s Earth Hour

On March 31st this year, 2.4m people across the globe took action against climate change. 

Some turned off their mobile phones, while others organised community events. But whether large or small, each action was in support of Earth Hour – WWF’s annual event to raise awareness of environmental issues.

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youtubers

Should marketers be able to prove the ROI of influencers?

Are marketers doing enough to prove the ROI of influencers? Do they even need to?

Econsultancy has just published a discussion of the topic, titled Measuring the ROI of Influencer Marketing, in association with Fashion & Beauty Monitor.

Let's look at some of the issues.

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Three ways brands can breach the attention barrier in 2017

Consumers these days are so overwhelmed with emails, posts, white papers, and articles that many have now erected a personal 'attention barrier'.  

This is a mental state which protects consumers' mental resources from all of the irrelevant messages and advertisements flashed at them online.

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YouTuber Fleur De Force on brand partnerships, ROI & disclosure

Influencer marketing is a fast growing and evolving area of digital. 

Our recent Rise of the Influencer research found that 60% of fashion and beauty brands have an influencer marketing strategy in place, while a further 21% plan to invest in it over the next 12 months. 

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influencers

What are the benefits of working with mid-level influencers?

The recent furore over the Kardashians' lack of transparency on Instagram has provided food for thought.

Influencer marketing with celebrities seems like a bit of a minefield; PewdyPie and Warner Bros being other high profile transgressors.

So, do mid-level influencers offer greater value through their passion and trustworthiness? Is transparency and engagement achievable? 

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