tag:econsultancy.com,2008:/topics/influencer-marketing Latest Influencer marketing content from Econsultancy 2017-04-19T15:00:00+01:00 tag:econsultancy.com,2008:BlogPost/69011 2017-04-19T15:00:00+01:00 2017-04-19T15:00:00+01:00 Jumping on the bandwagon: How brands capitalised on Coachella Nikki Gilliland <p>Last weekend, the Californian desert was home to music, merriment, and a whole heap of marketing - with brands taking the opportunity to capitalise on the ‘coolest’ event in the calendar.</p> <p>Here’s a few examples of how brands of all kinds capitalised on it.</p> <h3><strong>Pop-ups and parties </strong></h3> <p>This year, brand involvement began even before Coachella started, with ecommerce retailer Revolve taking advantage of inevitable excitement and pre-festival buzz.</p> <p>Revolve’s Social Club typically holds exclusive and members-only events, however, it launched a special pop-up shop – which was also open to the general public – a week before the festival started.</p> <p>Selling limited edition items inspired by the festival, its aim was to generate excitement for people going as well as those who might be missing out.</p> <p><img src="https://assets.econsultancy.com/images/0008/5525/Revolve_social.JPG" alt="" width="760" height="491"></p> <p>Pre-festival events like these are just the beginning of the story, of course, with most pop-ups and parties occurring during the festival weekend itself.</p> <p>While sponsorship is also commonplace at concerts and sporting events, festivals are the perfect environment to go one step further with an <a href="https://econsultancy.com/blog/66908-10-inspiring-experiential-marketing-examples/" target="_blank">experiential marketing</a> approach. Heineken is one example of a brand that delivers an ‘experience’ for festival-goers, using its ‘Heineken House’ concept to entertain visitors and bring a sense of fun along with its brand message.</p> <p>This year, the pop-up included a sustainable dancefloor – powered by the movement of dancers during musical sets – and a free water initiative designed to encourage responsible drinking.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our <a href="https://twitter.com/hashtag/HeinekenHouse?src=hash">#HeinekenHouse</a> lineup is finally here, and it's looking like our most impressive line-up yet! You're not going to want to miss this. <a href="https://t.co/SvbMMmEPcI">pic.twitter.com/SvbMMmEPcI</a></p> — Heineken US (@Heineken_US) <a href="https://twitter.com/Heineken_US/status/851438114526695424">April 10, 2017</a> </blockquote> <h3><strong>Freebies </strong></h3> <p>It’s ironic that the more famous people become, the more freebies they're able to get their hands on. Coachella is no exception, providing the perfect spotlight for brands for showcase their products, with the knowledge that the images will be circulated in the media and fashion magazines.</p> <p>Meanwhile, luxury brands are willing to give away products simply because the Coachella demographic is exactly the type of consumer they would normally target. For instance, tequila company Casa Dragones partnered with a startup helicopter service to offer consumers a journey like no other. (Yes, I did say 'startup helicopter service'. Moving swiftly on.)</p> <p>Offering free shots to all passengers, it ensured brand visibility at a time when consumers would be most receptive to it. </p> <p><img src="https://assets.econsultancy.com/images/0008/5526/Casa_Dragones.JPG" alt="" width="760" height="412"></p> <p>With transportation company Tesloop also reportedly offering free rides home from after-parties, it appears companies of all kinds are vying just for the opportunity to have a presence at the festival.</p> <h3><strong>Fashion inspiration</strong></h3> <p>While high-end fashion designers are typically seen at Coachella, high street brands still try to emulate the festival look with items inspired by the event itself – even if they aren’t directly affiliated with it.</p> <p><a href="https://econsultancy.com/blog/66292-how-urban-outfitters-can-improve-in-joining-offline-with-online/" target="_blank">Urban Outfitters</a> landed in hot water last month over its recent Coachella-themed range, so much so that the festival filed a lawsuit against the retailer for exploiting the trademark without authorisation. Free People were also hit with the lawsuit, suggesting that the items falsely implied the brand was an official sponsor.</p> <p>Regardless of the outcome, this demonstrates just how synonymous Coachella has become with fashion, with brands using its name to drive sales as well as directly influence designs.</p> <p><img src="https://assets.econsultancy.com/images/0008/5527/Urban_Outfitters.JPG" alt="" width="760" height="528"></p> <h3><strong>Social media influencers </strong></h3> <p>These days, brands don’t only want to see their products promoted by celebrities, with some choosing to pay for <a href="https://econsultancy.com/blog/68409-four-key-trends-within-the-world-of-influencer-marketing/" target="_blank">social media influencers</a> to attend festivals like Coachella instead.</p> <p>This is because, instead of counting on third-party publications to cover the event, brands are able to rely on influencers dedicating posts or even entire blogs or vlogs to them. Keihl’s took several beauty influencers to Coachella this year, featuring them on its own social media channels as well as capitalising on their combined audiences.</p> <p>Fleur de Force, just one influencer involved, has over 1.4m subscribers on her second YouTube channel. By working with influencers like Fleur, whose dedicated audience is likely to trust her advocacy, the brand is able to ensure extra visibility and greater authenticity – as well as a strengthened relationship with the influencers themselves.</p> <p><iframe src="https://www.youtube.com/embed/os_DqBG6Xm4?wmode=transparent" width="854" height="480"></iframe></p> <p><strong>To find out more about influencer marketing, check out Econsultancy's <a href="https://econsultancy.com/reports/the-rise-of-influencers/" target="_blank">Rise of Influencer</a> report.</strong></p> tag:econsultancy.com,2008:BlogPost/68987 2017-04-12T14:42:34+01:00 2017-04-12T14:42:34+01:00 Why Instagram is the ideal platform for fitness brands Nikki Gilliland <p>So, which fitness brands are winning on the platform, and why exactly does it work so well? Here are a few reasons and examples.</p> <h3>Offers instant gratification</h3> <p>Visual content is an incredibly memorable medium, with people typically <a href="http://www.brainrules.net/vision" target="_blank">recalling 65% more</a> of a piece of information if it is paired with a relevant image. </p> <p>Another reason it is so effective is that it also provides instant gratification without the need for any wider context. For fitness brands, this means it is a low effort but a highly effective medium, allowing them to reach followers in moments of real-time need. This is most often a motivational quote or image that taps into the user’s specific goals.</p> <p>With fitness hashtags also incredibly popular on Instagram, brands know that users will search specifically using keywords like ‘fitness’ or ‘fitspo’. Under Armour Women often uses this approach, using motivational and empowering quotes to engage users but also demonstrate its own brand values and beliefs.</p> <p><img src="https://assets.econsultancy.com/images/0008/5380/Under_Armour_women.JPG" alt="" width="780" height="499"></p> <h3>Builds communities</h3> <p><a href="https://selfstartr.com/instagram-marketing-tips-ecommerce/" target="_blank">68% of Instagram users</a> are said to engage with brands on a regular basis compared to just 32% of users on Facebook. This demonstrates how the platform is highly effective for building and maintaining a strong audience, with many brands fostering a sense of real community.</p> <p>SoulCycle has garnered a reputation for being more of a cult than a brand – a fact emphasised by how it engages with fans on Instagram. It regularly posts videos and images that are localised, showcasing activity in various gyms or pop-up events across the US. This gives users the sense that they are part of the brand, simultaneously providing motivation and an incentive to get involved.</p> <p><img src="https://assets.econsultancy.com/images/0008/5381/SoulCycle.JPG" alt="" width="780" height="495"></p> <h3>Capitalises on influence</h3> <p>SoulCycle also capitalises on the fact that its instructors are seen as mini-celebrities in their own right, often with huge audiences on their personal accounts. This approach is popular across the board, with fitness brands commonly <a href="https://econsultancy.com/reports/the-rise-of-influencers/">using influencers</a> as a key part of their Instagram marketing strategy.</p> <p><img src="https://assets.econsultancy.com/images/0008/5382/soulcycle_influencers.JPG" alt="" width="780" height="555"></p> <p>With research suggesting that <a href="https://www.forbes.com/sites/deborahweinswig/2016/10/05/influencers-are-the-new-brands/#103c92a77919">92% of consumers</a> now trust an influencer recommendation over an ad or celebrity endorsement, it’s a great way for brands to build authority. Meanwhile, many are also realising the power of <a href="https://econsultancy.com/blog/67807-is-micro-influencer-marketing-viable/" target="_blank">micro-influencers</a> – those with a smaller but highly engaged audience – to establish a highel level of credibility.</p> <p>While it’s not a fitness company per se, sparkling water brand LaCroix has recently been tapping into the health market by getting involved in Whole30 – a month long clean eating program popularised on Instagram. As well as using hashtags like #whole30approved, it has also been partnering with fitness and health micro-influencers to help expand its own customer base.</p> <p><img src="https://assets.econsultancy.com/images/0008/5378/lacroixwater.JPG" alt="" width="780" height="571"></p> <h3>Promotes a lifestyle rather than a product</h3> <p>Finally, the most successful fitness brands on Instagram take a subtle approach to selling, focusing on posts that tap into the user’s desire for a certain lifestyle – not a product.</p> <p>It’s pretty likely that if a consumer is interested in sport, they’re also going to be interested in nutrition, health and general well-being, too. Consequently, it’s important that brands view users in this light, ensuring that their posts aren’t too repetitive or dull.</p> <p>ClassPass regularly mixes up its feed with a combination of actual exercise, food and pop culture references. From smoothies to movies, it demonstrates a real understanding of its audience as well as what type of posts they’re engaging with elsewhere on the platform.</p> <p><img src="https://assets.econsultancy.com/images/0008/5379/ClassPass.JPG" alt="" width="780" height="515"></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68245-seven-examples-of-motivational-copywriting-from-fitness-brands/" target="_blank">Seven examples of motivational copywriting from fitness brands</a></em></li> <li><em><a href="https://econsultancy.com/blog/67786-10-great-sports-digital-marketing-campaigns/" target="_blank">10 great sports digital marketing campaigns</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68988 2017-04-12T14:37:00+01:00 2017-04-12T14:37:00+01:00 Crocs aims to turn around fortunes with celebrity-driven campaign: Will it work? Nikki Gilliland <p>But then again, Crocs could be on the cusp of a comeback. </p> <p>Last year, Christopher Kane actually featured a pair in his catwalk show. Now, the brand is launching a marketing campaign to help change its image, with help from a few well-known celebrities. </p> <p>The question is – will it work? Here’s a bit more on the campaign and why celebrity-driven marketing could prove to be a tricky strategy to pull off.</p> <h3>New brand messaging</h3> <p>Crocs has always marketed itself as a brand that offers comfort, quality and fun. With a focus on the colourful nature of its shoes, it has previously used the tagline ‘Find Your Fun’ to evoke this care-free image.</p> <p>Its new campaign, however, concentrates on a new type of brand messaging. The ‘Come as You Are’ campaign celebrates individuality, instilling the idea that people should reject labels and feel comfortable in their own shoes. Both literally and figuratively, of course.</p> <p><iframe src="https://www.youtube.com/embed/NS2LwZOLL8g?wmode=transparent" width="578" height="325"></iframe></p> <p>While it’s an undoubtedly positive and empowering campaign, it’s hard to ignore the fact that the brand is also referencing its own struggles to be accepted. There is the sense that it deliberately referencing its uncool image – perhaps even capitalising on it.</p> <p>This is no bad thing actually. In fact, the campaign's slightly ironic element might be the best thing about it. </p> <h3>Using celebrity endorsement </h3> <p>To deliver its new message, Crocs has chosen to feature celebrities in its ads including Drew Barrymore, WWE wrestler John Cena, and Korean celebrities Yoona Lim and Henry Lau. This is where the campaign seems off the mark. </p> <p>Sure, John Cena and Drew Barrymore come across as confident in their individuality, but placing them together seems a somewhat strange and random combination – especially when you add in Lim and Lau who are lesser known outside of Asia.</p> <p>This is the problem with celebrity-endorsement in a nutshell. If, for some reason or another, it doesn’t feel entirely authentic or natural – it just doesn’t work.</p> <p>With more brands choosing to work with social media influencers to build a sense of real relatability – Crocs’ reliance on celebrity endorsement feels a little tired.</p> <p>Similarly, the broad and somewhat sentimental nature of the ad feels too heavy-handed. When you think about it, Crocs fans don’t actually buy the shoe because it showcases their individuality – they do so because it’s the most comfortable pair of shoes they can get their hands on. Surely promoting the functional aspect of the product would be far more authentic.</p> <h3>Personalised and interactive elements</h3> <p>Celebrity-driven ads are not the only part of the campaign. Other online activity includes a GIF generator, allowing users to upload a selfie that celebrates their unique and individual traits.</p> <p><img src="https://assets.econsultancy.com/images/0008/5398/Crocs_selfie.JPG" alt="" width="500" height="628"></p> <p>The brand will also roll out <a href="https://econsultancy.com/blog/68888-six-examples-of-mother-s-day-marketing-from-online-retailers/" target="_blank">Mother’s Day</a> promotions in time for the US holiday, heavily featuring Drew Barrymore and her own story as a mother.</p> <p>So, will the 'Come as You Are' campaign do much to combat recent losses? With Crocs reporting a $44.5m sales decline in the fourth quarter, as well as the imminent departure of CEO, Greg Ribatt – it’s a pretty tall order.</p> <p>While a few recent posts indicate that Crocs might be delving into the world of influencer marketing to support its social strategy, it remains to be seen whether or not it's too late. Of course, celebrity-driven marketing is still relevant and highly effective when done right, but to use it to turn around a failing brand is perhaps too much of a gamble.</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68012-five-key-changes-within-the-world-of-celebrity-marketing/" target="_blank">Five key changes within the world of celebrity marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/68691-why-iceland-has-replaced-celebrities-with-micro-influencers/" target="_blank">Why Iceland has replaced celebrities with micro-influencers</a></em></li> </ul> <p><em><strong>You can also download the <a href="https://econsultancy.com/reports/the-future-of-celebrity-marketing/" target="_blank">Future of Celebrity Marketing</a> report here.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68961 2017-04-06T14:07:52+01:00 2017-04-06T14:07:52+01:00 Amazon tries its hand at influencer affiliate marketing Patricio Robles <p><a href="https://techcrunch.com/2017/03/31/amazon-quietly-launches-its-own-social-media-influencer-program-into-beta/">According to</a> TechCrunch's Sarah Perez, the program functions like the company's affiliate program in that participants are paid a commission for product sales that they drive. It is not known if the commission structure differs from Amazon's affiliate program.</p> <p>Unlike Amazon's affiliate program, which requires that affiliates link to Amazon products from their own websites, Amazon is offering influencers vanity URLs, such as <em>https://www.amazon.com/shop/whatsupmoms</em>, on which lists of products they curate are displayed. As Perez notes, "Basically, it's a more exclusive step up from Amazon Affiliate linking, and offers a better browsing experience."</p> <p>One of the early participants in the Amazon Influencer Program is WhatsUpMoms, which claims to be the top parenting network on YouTube. Its president and COO, Liane Mullin, says that the program was a natural fit. "We are constantly asked by our community for product recommendations and about the products used in our videos. Now that we have our own Amazon store it makes it much easier to have a curated collection all in one spot," she told TechCrunch.</p> <p><img src="https://assets.econsultancy.com/images/0008/5232/amazoninfluencer.jpg" alt="" width="878" height="322"></p> <h3>The appeal of performance marketing for influencers</h3> <p>Amazon's desire to team up with influencers isn't at all surprising. After all, influential social media entities like WhatsUpMoms, which counts more than 1.5m subscribers to its YouTube channel, have the ability to promote products to broad and often loyal audiences. And there's <a href="http://www.latimes.com/fashion/la-ig-bloggers-20160809-snap-story.html">strong evidence that influencers <em>can </em>convert their followings into<em> </em>sales</a>.</p> <p>For that reason, it's reportedly not uncommon for brands to pay the most prominent of influencers – those with millions of subscribers on popular social platforms like Instagram, YouTube and Snapchat – well into the five figures, and in some cases even six figures, for each promotional post.</p> <p>Given the large sums being paid in the upper echelons of the market, brands tapping influencers to promote their wares will increasingly seek to justify the spend <a href="http://econsultancy.com/reports/measuring-roi-on-influencer-marketing/">by tracking ROI</a> and ensuring that their deals make financial sense. Performance marketing payment structures, which align compensation directly to customer acquisition or sales, could help them do just that in a very straightforward manner.</p> <h3>But will influencers embrace performance marketing?</h3> <p>For those earning thousands of dollars or more for sponsored posts, the prospect of giving up a guaranteed payment for a percentage of sales generated or a set fee for each customer acquisition might not be all that appealing. While some arrangements could theoretically offer significant upside, the truly influential influencers aren't likely to see the benefits of taking on increased risk unless the market dynamic changes completely and they are forced to.</p> <p>Instead, so long as their sway is growing and bringing with it negotiating leverage, expect to see more top influencers focus on long-term <a href="https://www.marketingweek.com/2016/09/16/loreal-on-why-other-brands-are-using-influencers-the-wrong-way/">partnerships</a> in which they might even work with brands to co-create product lines that they have a real ownership stake in. And expect to see the most ambitious influencers try to follow in the footsteps of social media stars like Michelle Phan, <a href="https://www.forbes.com/sites/natalierobehmed/2015/10/05/how-michelle-phan-built-a-500-million-company/">who has built</a> her own business empire on the back of her YouTube popularity.</p> <p>Of course, none of this means that the Amazon Influencer Program is destined to fail. But absent a bigger hook than an Amazon page on which influencers can curate lists of products that are sold on Amazon, it seems unlikely that the influencers with "large followings" Amazon is courting would have good reason to give their Amazon Influencer Program links top billing.</p> tag:econsultancy.com,2008:BlogPost/68953 2017-04-04T15:30:00+01:00 2017-04-04T15:30:00+01:00 Can pharma companies effectively use influencer marketing? Patricio Robles <p>As Digiday's Yuyu Chen <a href="http://digiday.com/marketing/inside-influencer-marketing-weigh-loss-supplements/">recently detailed</a>, a weight-loss supplement company turned to <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/">influencer marketing</a> to help it "restore its image" as it battled legal issues related to product recalls.</p> <p>Unlike most influencer campaigns, Collective Bias, the firm it worked with, needed extra time to find influencers in the supplement company's target market – overweight female adults over the age of 40. And because the content the influencers created needed to be compliant with Food and Drug Administration (FDA) rules, legal reviews were required before content could be published.</p> <p>All told, the campaign, which involved a relatively small number of influencers – less than two dozen – took two months to execute. Normally, Collective Bias says campaigns take three to four weeks.</p> <p>Another firm, Talent Resources, which has created influencer marketing campaigns for weight loss companies SlimFast and Hydroxycut, confirmed that pharma campaigns are a different beast. According to the firm's CEO, Michael Heller, with pharma campaigns it normally takes two months to find the right influencers.</p> <p>One of the big challenges is finding influencers who will commit to campaigns that are longer than usual because pharma companies frequently need influencers to publish content about their progress using a product over an extended period of time.</p> <p>Campaign execution brings its own challenges. Because of the amount of disclosure required by the FDA, the content published by influencers often looks more "heavily branded."</p> <p>Of course, not complying with the rules is a no-no. Last year, one of social media's highest paid influencers, Kim Kardashian, published a sponsored Instagram post for Diclegis, a morning sickness drug marketed by pharma company Duchesnay.</p> <p>The post racked up nearly half a million likes and boosted social media conversation about the drug by 500% according to one social media analytics firm, but because the post didn't abide by the FDA's rules, the regulator sent Duchesnay a warning letter and demanded corrective action. That <a href="https://consumerist.com/2015/08/31/after-fda-warning-kim-kardashian-posts-corrected-endorsement-of-morning-sickness-pill/">resulted in</a> a follow-up post by Kardashian in which she was forced to tell her followers that her post didn't meet FDA requirements.</p> <p><img src="https://assets.econsultancy.com/images/0008/5145/kimk.png" alt="" width="680" height="346"></p> <h3>A subtler way to use influencer marketing?</h3> <p>While there's no direct evidence that the FDA's action had a chilling effect on other pharma companies, the unique rules that pharma companies have to deal with will likely limit their use of influencer marketing and encourage them to think differently about how they can take advantage of it.</p> <p>One approach pharma companies seem to be embracing as an alternative to traditional campaigns in which an influencer directly pitches a product or service is to enlist influencers to drive awareness of a medical condition the pharma companies' drugs treat.</p> <p>Last year, pharma giant <a href="https://econsultancy.com/blog/68403-pharma-company-novartis-taps-facebook-live-event-to-promote-heart-failure-drugs">Novartis partnered with actress/singer Queen Latifah</a> as part of a <em>Rise Above Heart Failure</em> initiative designed to call attention to heart failure, a condition that the company's drug Entresto treats. Novartis involved Queen Latifah because her mother, Rita Owens, had previously experienced heart failure, so the campaign was something that she was ostensibly eager to be involved with.</p> <p>As part of its initiative, Queen Latifah participated in a Facebook Live event.</p> <p><img src="https://assets.econsultancy.com/images/0008/0425/Screen_Shot_2016-10-17_at_17.13.28.png" alt="" width="500" height="453"></p> <p>Other pharma companies appear to be mirroring Novartis's approach. For example, <a href="http://www.mmm-online.com/campaigns/agn-eye-care-campaign-diabetes-marketing-pharma/article/636563/">Allergan is participating in a <em>See America</em> campaign</a> that aims to put an end to preventable blindness. The awareness-building portion of the campaign will have Allergan "working with influencers in various areas, including art, fashion, sports, and music, to reach people across the country."</p> <p>Obviously, tapping influencers to promote a condition or cause might not seem as desirable as tapping them to promote a product directly, but for pharma companies already hampered by reputational woes, it's not only likely to be the best way to minimize the regulatory red tape associated with their campaigns, it's probably the best way to ensure that the goodwill of the influencers they work with doesn't go to waste or worse, is put in jeopardy. </p> tag:econsultancy.com,2008:Report/4456 2017-03-31T15:48:00+01:00 2017-03-31T15:48:00+01:00 Measuring ROI on Influencer Marketing <h2>Overview</h2> <p>Marketers spent between £20,000 and £40,000 per influencer marketing programme last year, which is expected to double in 2017. However, proving ROI on influencer marketing has been identified as one of the biggest challenges by brands and influencers alike.</p> <p>The Measuring ROI on Influencer Marketing best practice guide, produced in association with Fashion and Beauty Monitor, is aimed at helping marketers understand the challenges at hand, explore standardised metrics being used by the fashion and beauty industry and learn best practice tips that will help action a more profitable influencer marketing strategy.</p> <h2>What you'll learn</h2> <ul> <li>The importance of measuring ROI on influencer marketing </li> <li>Why bigger influencers aren't necessarily better</li> <li>Industry attitudes and perceptions on measuring ROI</li> <li>What benchmarks are currently available?</li> <li>The metrics that brands are using to measure ROI</li> <li>Should ROI be measured on sales and conversion?</li> <li>Action points and best practice tips</li> </ul> tag:econsultancy.com,2008:BlogPost/68954 2017-03-31T13:25:00+01:00 2017-03-31T13:25:00+01:00 10 mesmerising digital marketing stats from this week Nikki Gilliland <p>If that’s not enough, head on over to the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for more.</p> <h3>Video advertising outperforms desktop display</h3> <p style="font-weight: normal;">A report released by Integral Ad Science has revealed that video advertising outperformed desktop display for the first time. </p> <p style="font-weight: normal;">Compared to the first half of 2016, video viewability showed significant improvement in the second half of the year, increasing from 40% to 58.2%. Meanwhile, the completion rate in view increased from 26.7% to 35.1%.</p> <p style="font-weight: normal;">Video brand risk also improved, decreasing from 11.2% to 8.9%. That being said, with the advent of fake news, brand safety remains a critical issue for advertisers, highlighting the need for a solution to protect brand reputations.</p> <h3>One in nine online visits were made to news and media sites in 2016</h3> <p>Hitwise suggests that there’s been a shift in the British public’s media consumption, predicted to be due to the impact of today’s political landscape. </p> <p>Data shows that, as well as consuming more news across broader sources, people are now beginning to question the validity of news providers and changing their preferences of media titles as a result. One in nine visits online were made to news and media sites in 2016 compared to 1 in 10 visits in 2015.</p> <p>Articles focusing on Trump and Brexit accounted for five out of the top 10 read articles in January and February 2017. Meanwhile, in the month before and after Trump’s inauguration, left-leaning newspapers such as the Guardian and The Independent gained readers from traditional tabloids, such as The Sun, Express and Daily Mail.  </p> <p><img src="https://assets.econsultancy.com/images/0008/5157/Hitwise_1.png" alt="" width="510" height="464"></p> <h3>Consumers increasingly favouring mobile loyalty programs</h3> <p>The 2017 <a href="http://www.vibes.com/resources/2017-uk-mobile-consumer-report/" target="_blank">Mobile Consumer Report</a> from Vibes highlights a link between digital loyalty programs and greater consumer loyalty.</p> <p>Research shows that 70% of consumers would have a more positive opinion of a brand if it allowed them to save a loyalty card in their smartphone. Over one-third of people are said to store information from brands in a mobile wallet such as Apple Wallet and Android Pay.</p> <p>83% of smartphone users also say that receiving surprise rewards, exclusive content and special birthday or anniversary messaging would have a positive impact on their brand loyalty overall.</p> <p><img src="https://assets.econsultancy.com/images/0008/5161/Mobile_Consumer_report.jpg" alt="" width="763" height="756"></p> <h3>Mobile consumers in emerging markets are more intolerant of bad user experiences</h3> <p>A new report by <a href="http://wearefetch.com/cms/content/media/2015/12/Fetch-Global-Mobile-Consumer-Survey.pdf" target="_blank">Fetch</a> suggests that brands should consider shifting their mobile advertising focus to emerging markets, as levels of engagement rapidly increase.</p> <p>According to research, 31% of users in emerging markets define themselves as mobile-first, compared to 15% in Europe and 18% in North America.</p> <p>Similarly, where 66% of European consumers claim to access social media every hour, this rises to 72% amongst emerging markets.</p> <p>Lastly, mobile-first consumers in emerging markets are more intolerant of bad <a href="https://econsultancy.com/reports/user-experience-and-interaction-design-for-mobile-and-web/">mobile web experiences</a>, with 84% saying they would leave a mobile website if it loaded slowly, compared to 69% in Europe and 75% in North America.</p> <p><img src="https://assets.econsultancy.com/images/0008/5160/Fetch_mobile_consumer.jpg" alt="" width="780" height="280"></p> <h3>62% of consumers will stick to premium if prices rise post-Brexit</h3> <p>New findings from Centre for Retail Research and Rakuten Marketing suggest that consumers have differing views of how the referendum result will affect prices in the UK.</p> <p>A survey of 1000 consumers across the UK found that, over the next six months, 37% of people are sure they will be better off, while 40% think they will be worse off.</p> <p>Regardless, the survey also found that shoppers will not stop purchasing premium products if prices have to rise as a result of Brexit. If faced with a price increase of up to 10%, only 6% of Brits claim they would refuse to buy the item, while 62% would buy the premium brand anyway.</p> <p>There does seem to be a tipping point, however, with a 15% price increase expected to make 21% of shoppers switch to a cheaper brand.</p> <h3>UK companies unprepared for business pitching</h3> <p>Research from <a href="http://buffalo7.co.uk/uk-companies-are-not-prepared-for-pitching/" target="_blank">Buffalo7</a> has found that the majority of UK companies are not properly prepared to win new business pitches.</p> <p>From a survey of industry professionals, 61% of respondents said their companies did not employ any staff with slide-deck design expertise. In contrast, 60% wished their companies did have such expertise in-house, with 62% believing it would help their companies to win more pitches. </p> <p>Despite this recognition, a whopping 75% of respondents said that that their companies do not provide any formal training for delivering pitches.</p> <p>Perhaps unsurprisingly, the survey also found that 76% of companies have pitched for business in the last 12 months, but that 54% are losing half or more of the pitches they contest.</p> <p><img src="https://assets.econsultancy.com/images/0008/5159/Buffalo7.jpg" alt="" width="721" height="458"></p> <h3>YouTube is number one for consumer positivity</h3> <p>According to a new study from Trinity McQueen, YouTube tops the list of media brands that people feel the most positively about.</p> <p>In a survey of ‘unbound consumers’ - people who reject scheduled media for on-demand services -  21% cited that they feel positively about YouTube, followed by 20% feeling positive towards the BBC and 16% about Netflix. </p> <p>New content appears to be a key factor in a media brand’s popularity, with 46% of unbound audiences most likely to believe YouTube always has new content, while 35% saying the same about the BBC.</p> <p>Lastly, 41% of unbound audiences feel that Facebook offers the most personalised experience, while 41% thinks YouTube offers the best overall online experience.</p> <h3>Car brands see Instagram follower growth of 20% in two months</h3> <p>A new study by <a href="https://www.quintly.com/blog/2017/03/the-10-most-liked-uk-brands-on-instagram/" target="_blank">Quintly</a> has revealed that five out of the top ten most-liked UK brands on Instagram are car manufacturers. </p> <p>What’s more, they all had a follower growth of at least 20% in the period of October to December 2016.</p> <p>Other analysis shows that Jaguar had the most successful post in terms of the number of likes, with a post showing the model F-Type garnering over 110,000 likes. </p> <p>This is just one example of the popularity of luxury brands on Instagram, which is also reflected by the success of other big brands like Burberry and Rolls Royce.</p> <p><img src="https://assets.econsultancy.com/images/0008/5154/Jaguar.JPG" alt="" width="760" height="489"></p> <h3>Mobile accounts for more than 60% of digital minutes in global markets</h3> <p>According comScore’s <a href="http://www.comscore.com/Insights/Presentations-and-Whitepapers/2017/Mobiles-Hierarchy-of-Needs?cs_edgescape_cc=GB" target="_blank">Mobile Hierarchy of Needs</a> report, mobile devices now account for a majority of consumers' digital minutes, with most of that time spent in apps.</p> <p>The growing share of consumer time claimed by mobile devices accounted for more than 60% of all digital minutes in nine major markets, rising to 91% in the case of Indonesia.</p> <p>Apps represented more than 80% of mobile minutes in all markets studied, rising to 99% in the case of China.</p> <p>The top apps are no surprise, with WhatsApp, Facebook Messenger, <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat/">WeChat</a>, QQ Instant Messenger and Line showing the popularity of messaging apps</p> <h3>63% of consumers believe the media needs more regulation</h3> <p>A new report by Network Research shows that public trust in the reliability of media information has declined significantly in the last 12 months, with 63% of people now believing that media outlets need more regulation.</p> <p>In a survey of 1,000 UK adults, the study also found that 39.5% of people feel the government has significant influence on the media agenda, while 32% feel that businesses do.</p> <p>Almost half of the public are suspicious they may have seen or read fake news recently, with 75% subsequently trusting publications to a lesser extent. 83% of people also believe there should be greater penalties for reporting fabricated news.</p> tag:econsultancy.com,2008:BlogPost/68924 2017-03-23T11:31:46+00:00 2017-03-23T11:31:46+00:00 How ethical fashion brands are marketing to conscious consumers Nikki Gilliland <p>This extends beyond <a href="http://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/sustainable_brands/study_effectively_marketing_sustainabl">food and every day consumer goods</a> into clothing, too, with a multitude of fashion brands subsequently taking environmental and ethical factors into consideration during the production process.</p> <p>That being said, research suggests that it’s not always easy to market eco-friendly fashion. A Verdict study found that 20.2% of consumers say they would <a href="https://fashionunited.uk/news/fashion/consumers-praise-sustainable-fashion-but-unwilling-to-pay-premium-price-tag/2016091421768" target="_blank">refuse to pay more for sustainable clothing</a>, while 17.5% of consumers cite a lack of choice and 18.8% cite difficulty in finding it as reasons against. </p> <p>So, how are fashion brands convincing consumers that sustainability is the way to go? Here’s a run-down of how new and existing sites are promoting the message.</p> <h3>Helpsy</h3> <p>Helpsy is an ethical ecommerce brand that sells products that are as cool as they are eco-friendly. In fact, it uses this as the basis of its marketing message, with the aim of offering 'design-forward, cutting-edge fashion' that just so happens to have a positive social impact.</p> <p>Using the tagline ‘ethical fashion that’s dope’, it evidently has its sights set firmly on young consumers – a fact which is reflected in the type of products offered. With categories extending to Home and Beauty, it’s reminiscent of <a href="https://econsultancy.com/blog/66292-how-urban-outfitters-can-improve-in-joining-offline-with-online/" target="_blank">Urban Outfitters</a> (with a conscience).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Gurl power <a href="https://t.co/gvF79JSv2Y">pic.twitter.com/gvF79JSv2Y</a></p> — HELPSY (@shopHELPSY) <a href="https://twitter.com/shopHELPSY/status/819980708932448257">January 13, 2017</a> </blockquote> <p>With design at the forefront, it aims to sell products based on their aesthetic qualities as well as ethical characteristics, signalling a key shift in the mindset of consumers.</p> <h3>Zady</h3> <p><a href="https://econsultancy.com/blog/65941-storytelling-brands-zady-s-sustainable-fashion-label/" target="_blank">Zady</a> is a brand borne out of resistance to fast fashion – retailers that prioritise speed over quality, and in turn contribute to environmental damage and forced labour. In contrast, Zady positions itself as a brand that prioritises ‘style over trends’ and comes with a stamp of quality across the board.</p> <p>While it is not necessarily as youth-inspired as Helpsy, Zady has recently been given a boost by the support of actress and UN ambassador Emma Watson, who recently collaborated with the brand on a range of bespoke clothing. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The next piece in our Inspired by Emma Watson Collection has been revealed! Available for pre-order NOW. Thank you, @EmWatson! <a href="https://t.co/aPIa4YUjgL">pic.twitter.com/aPIa4YUjgL</a></p> — ZADY (@Zady) <a href="https://twitter.com/Zady/status/782977546015178753">October 3, 2016</a> </blockquote> <p>As well as acting as an advocate for the brand, Emma perhaps represents the type of consumer that the brand is hoping to target. In turn, by capitalising on the actor's <a href="https://econsultancy.com/blog/68409-four-key-trends-within-the-world-of-influencer-marketing/" target="_blank">social influence</a> the brand aims to capture the interest of consumers who aspire to be like her.</p> <h3>ASOS Made in Kenya</h3> <p>Unlike new or solely-ethical brands, <a href="https://econsultancy.com/blog/67823-what-makes-asos-s-online-customer-experience-so-enjoyable/" target="_blank">ASOS</a> is one example of an established retailer expanding its efforts in sustainability. Its ‘Made in Kenya’ line is created in partnership with SOKO – a Kenya-based manufacturer that provides women with fair wages, access to pre-school for their children and free medical care.</p> <p>The latest range for Spring/Summer 2017 draws on its origins, incorporating art work from local school children into its designs. As well as being a nice nod to where and how it has been produced, this builds on the ‘capsule’ aspect of the line, with the limited range of products also creating a sense of exclusivity to capture interest from consumers.</p> <p>While ASOS is not a brand that’s typically known for a dedication to eco-friendly fashion, it has a surprising amount of information about environmental and socio-economic issues on its site. The ‘corporate responsibility’ section outlines its commitment to fair trade as well as a range of related issues – which is sure to inspire and encourage consumers looking for ethical items.</p> <p><img src="https://assets.econsultancy.com/images/0008/4908/ASOS_corporate_responsibility.JPG" alt="" width="760" height="472"></p> <h3>Industry Of All Nations</h3> <p>One <a href="http://www.npr.org/sections/goatsandsoda/2016/01/07/462132196/do-these-jeans-make-me-look-unethical" target="_blank">psychological study</a> has shown that shaming consumers or making them feel bad about buying non-ethical clothing can actually have adverse effects. Instead of guilt leading to a change in behaviour, it can actually result in them dismissing or insulting those that promote the cause. </p> <p>Consequently, many retailers focus on empowering consumers, using storytelling to create a sense of overall authenticity. Industry Of All Nations is a good example of this approach, honing in on the background of the people that produce its products to drive its marketing message.</p> <p>By focusing on the stories of small manufacturers as opposed to the motivations of the consumer, the brand is able to bypass the sense that is telling people what to do, in turn creating an empowering tone rather than a preachy one.</p> <p><iframe src="https://player.vimeo.com/video/160840280" width="640" height="360"></iframe></p> <p><em><strong>Related article:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68269-how-unilever-is-targeting-the-conscious-consumer/" target="_blank">How Unilever is targeting the ‘conscious consumer’</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68923 2017-03-21T14:18:07+00:00 2017-03-21T14:18:07+00:00 CAP issues fresh guidelines for influencer marketing: Will it make a difference? Nikki Gilliland <p><img src="https://assets.econsultancy.com/images/0008/4887/Born_Social.JPG" alt="" width="760" height="376"></p> <p>A lack of consumer understanding is not the only problem, of course. Confusion over how brands and influencers should label paid-for content remains a big issue. As a result, CAP (the Committee of Advertising Practice) has recently issued a <a href="https://www.asa.org.uk/advice-online/affiliate-marketing.html" target="_blank">fresh set of guidelines</a> to help social influencers and brands stick to the rules. </p> <p>Here’s a bit more on the story and how it could affect the world of influencer marketing in future.</p> <h3>Platform-specific rules</h3> <p>The new guidelines relate to affiliate marketing deals, whereby influencers are paid for the clicks they receive on sponsored content. </p> <p>CAP states that all ‘marketing communications must be obviously identifiable as such’. In other words, brands and influencers should ensure that any paid-for content is clearly labelled as an advert.</p> <p>While this rule is not necessarily new, CAP has now emphasised that influencers should be more aware of the differences between platforms in order to recognise how to label sponsored content accordingly. </p> <p>For example, on platforms like Instagram where images are visible before text, the word ‘ad’ should be overlaid so that users are aware before they click through. Alternatively, where a vlog might include a minute or so of content related to affiliate products, this should be flagged (even if it doesn’t require the video to be labelled as an ad overall).</p> <p>Essentially, the new guidelines reinforce the notion that there is no blanket approach to labelling branded content, but that it is vital that consumers know when they are viewing ads – regardless of how fleeting or small the sponsored aspect might be.</p> <p><img src="https://assets.econsultancy.com/images/0008/4888/Sponsored_KK.JPG" alt="" width="760" height="558"></p> <h3>How is it being enforced?</h3> <p>While these guidelines might be useful for influencers who are unaware of the boundaries, there still seems to be a problem with ensuring they are followed. As platforms are yet to introduce any features that truly differentiate paid-for content from any other kind, bodies like the ASA (Advertising Standards Authority) rely on the general public as well as fellow influencers to flag up unlabelled ads.</p> <p>On the other hand, cases appear to be slipping through the cracks due to the vague and somewhat inconsequential nature of what might happen if the rules are flouted.</p> <p>So far, there have only been a few instances of perpetrators being caught out, with one of the biggest examples being UK marketing agency, Social Chain. Despite being probed for failing to disclose advertising content, however, the repercussions were relatively minor, with the company merely being told to remove the content and to promise not to do it again.</p> <p>As well as vague consequences, influencers might choose to ignore the rules due to worries over platforms burying sponsored posts. In other words, regardless of the creative or authentic nature of the content as a whole, the ‘ad’ label could overshadow this and lead to the content being devalued.</p> <h3>Do consumers really care?</h3> <p>With the guidelines being put in place for the benefit of consumers, how does the public really feel about influencers working with brands?</p> <p>On one hand, <a href="http://www.bornsocial.co.uk/thesocialsurvey" target="_blank">Born Social’s survey</a> suggests that consumers look down on sponsored content, with 48.7% of people trusting a recommendation to a lesser extent if they know an influencer is being paid. However, a poll by Kantar Millward Brown suggests that, in contrast, teenagers are becoming more <a href="http://www.purecontent.com/blog/teens-in-uk-and-germany-more-receptive-to-branded-content/" target="_blank">receptive to brand content</a>. What’s more, it states that 35% of 35-49 year olds in the UK also feel positive towards content relating to products, services and other brand info.</p> <p>While these findings might sound contradictory, there is one common thread – that transparency is key.</p> <p>Regardless of how a person might feel about brand content in general, deliberately hiding or failing to disclose it can only do more harm than good. As a result – with consumer trust on the line – it is vital for both brands and influencers to implement the new guidelines in order to retain it.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68230-two-different-paths-to-influencer-marketing-which-is-best-for-you/" target="_blank">Two different paths to influencer marketing: Which is best for you?</a></em></li> <li><em><a href="https://econsultancy.com/blog/68409-four-key-trends-within-the-world-of-influencer-marketing/" target="_blank">Four key trends within the world of influencer marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/67807-is-micro-influencer-marketing-viable/" target="_blank">Is micro-influencer marketing viable?</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68856 2017-03-02T10:27:00+00:00 2017-03-02T10:27:00+00:00 How influencers can impact SEO: Q&A with Thomas Cook Airlines Nikki Gilliland <p>I recently spoke with Diego Puglisi, search marketing manager for <a href="https://www.thomascookairlines.com/">Thomas Cook Airlines</a>, to find out more about this topic, specifically related to his own experience of working with influencers. </p> <p><img src="https://assets.econsultancy.com/images/0008/4280/FullSizeRender.jpg" alt="" width="143" height="204"></p> <p>Here’s what he said.</p> <h4> <em>Econsultancy:</em> First, could you explain how working with social influencers can positively impact SEO?</h4> <p><em>Diego Puglisi:</em> SEO has changed drastically in the last five years - I think that’s what makes our profession one of the most exciting in the digital marketing sphere. </p> <p>Over this time, SEOs have had to find ways to adapt to various changes in order to retain competitiveness in the space, and influencer marketing has become one of the most natural directions to take. </p> <p>In the ‘dark ages’, brands used bloggers extensively, but in a rather unilateral and short-sighted way. Now, this relationship actually tends to have very little SEO in it – instead working in conjunction with social media, PR and the over-arching brand. </p> <p>With “mentions” becoming a potential ranking factor, links have lost importance, also making influencer marketing effective for more than just SEO. Moving away from an obsessive attention to link-building has been refreshing for us in the industry. It is now less isolated, with SEO in general becoming an integral part of an organic strategy, and one which also touches on other areas of our business.</p> <h4> <em>E:</em> Do you think influencers are more important or effective for travel brands compared to other industries?</h4> <p><em>DP:</em> I believe that influencers are just as important to travel as they are in any other vertical. </p> <p>However, I do think influencers can be even more effective in niches where communication is vital to engage and excite the audience. Here is where the travel industry utilises the true power of influencers – by capitalising on their ability to tell a story and promote a real experience.</p> <h4> <em>E: </em>How does Thomas Cook Airlines typically collaborate with influencers?</h4> <p><em>DP:</em> Influencer marketing has become an integrated part of our over-arching marketing strategy. We have and continue to invest in influencers when it comes to the promotion of key destinations, new route launches, and brand sponsorships (such as Manchester and Brighton Pride). </p> <p>Lastly, we also typically collaborate when there is a new product to be promoted or one that would benefit from a review, such as James Martin’s new in-flight menu.</p> <h4> <em>E: </em>How do you go about choosing which influencers to work with, and how do you usually reach out to them?</h4> <p><em>DP:</em> Due to the high organisational complexity when working with influencers, identifying the right influencer is absolutely the key. Over the years, we have constantly refined our research and scoring approach. First, we tend to assess whether their audience is one we also need to target. To do this, we analyse their followers using tools, but we also directly speak to the influencer to ensure we are on the same page.</p> <p><img src="https://assets.econsultancy.com/images/0008/4296/thomas_cook_airlines.png" alt="" width="700" height="388"></p> <p>We also look at the influencer’s style - whether this suits our brand, our specific style of communication as well as our marketing objectives.</p> <p>We then look at the number of followers they have - but that alone is not enough. We understand the phenomenon of un-organic likes and followers, hence why we also look at engagement in the form of likes, shares and the types of comments they commonly receive on their posts.</p> <p>Last but not least, we evaluate influencers based on SEO metrics attached to their website, which often involves Domain Authority (Moz), Citation Flow and Trust Flow (MajesticSEO).</p> <h4> <em>E:</em> Is there a typical structure you follow to build influencer relationships – i.e. in terms of compensation or payment?</h4> <p><em>DP:</em> Being a travel brand, we tend to take influencers on trips with us or offer to send them to a particular location they are keen to go to. This, together with any tailor-made and unique experiences we can offer them, generally compensates for the partnership. </p> <p>That being said, we make use of paid collaborations less frequently, mainly for specific high-tier campaigns or when we address to exclusive brand ambassadors. </p> <h4> <em>E:</em> Do you always create the content yourself or do you rely on influencers to do this?</h4> <p><em>DP:</em> It’s been a mix so far. We think that influencers should feel free to express their opinions according to their own style – this of course makes any campaign far more authentic. However, we tend to amplify content by ensuring that the tone of the brand also shines through. </p> <h4> <em>E: </em>How do you measure the results of a campaign?</h4> <p><em>DP: </em>The KPIs we set for our campaigns are a mix of social media engagement in the form of likes and shares, backlinks and mentions.</p> <p>We also measure rank changes from an SEO point of view as well as direct traffic to the site from the influencer’s content.</p> <h4> <em>E:</em> How do you ensure there is a good balance between authenticity and high authority?</h4> <p><em>DP:</em> Authenticity is a hard one to assess. How the influencer engages with his or her audience (in terms of replying to comments, likes and shares) could be an indicator, as well as the way content and opinions are expressed in the first place. </p> <p>Of course, if it’s clear an influencer is only interested in monetary gain, especially if it’s above and beyond the respect of their own audience, this is always a sign that it’s not the best fit, regardless of authority.</p> <p><strong><em>Further reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/68815-becoming-an-influencer-notes-from-a-fledgling-travel-blogger/" target="_blank">Becoming an influencer: Notes from a fledgling travel blogger</a></em></li> <li><a href="https://econsultancy.com/blog/68409-four-key-trends-within-the-world-of-influencer-marketing/" target="_blank"><em>Four key trends within the world of influencer marketing</em></a></li> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/"><em>The Rise of Influencers</em></a></li> </ul> <p><em>For more on SEO marketing, you can also download the <a href="https://econsultancy.com/reports/seo-best-practice-guide/" target="_blank">SEO Best Practice Guide</a>.</em></p>