tag:econsultancy.com,2008:/topics/influencer-marketing Latest Influencer marketing content from Econsultancy 2018-06-21T09:12:00+01:00 tag:econsultancy.com,2008:BlogPost/70108 2018-06-21T09:12:00+01:00 2018-06-21T09:12:00+01:00 Five social media lessons marketers can learn from Love Island Nikki Gilliland <p>So, while it's easy to scoff at, hear me out… there’s a lot to appreciate from a marketing perspective. </p> <p>Here’s five things we can learn. Not including what the term ‘chirpsing’ means, sadly.</p> <h3>Carve your own voice</h3> <p>Love Island has infiltrated popular culture in a big way in the UK, but arguably no more so than in terms of language. Last year in particular, the show spawned (or rather, made famous) a slew of catchphrases that have since become synonymous with the show. </p> <p>From ‘muggy’ to ‘pied off’, contestants celebrate the regional, cultural, and yes, sometimes nonsensical nuances of language spoken by young people today.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/LoveIsland?src=hash&amp;ref_src=twsrc%5Etfw">#LoveIsland</a>'s lingo of muggy melts is part of a long tradition of British slang for chirpsing: <a href="https://twitter.com/susie_dent?ref_src=twsrc%5Etfw">@Susie_Dent</a> recommends classics like “sphallolalia”- intense flirtation that leads absolutely nowhere- or calling a hottie a “snoutfair” or a “bellibone”<a href="https://t.co/WApsPg61Rr">https://t.co/WApsPg61Rr</a></p> — i newspaper (@theipaper) <a href="https://twitter.com/theipaper/status/1006146788485627904?ref_src=twsrc%5Etfw">June 11, 2018</a> </blockquote> <p>Naturally, fans of the show have cottoned on to this in a big way, and celebrate it by taking on the phrases themselves. For brands, of course, it’s never ideal to shoehorn in slang or over-egg friendly language.</p> <p>However, Love Island’s influence shows that – if used in the right way – colloquial language or slang can make brands sound more relatable, as well as build a more intimate connection with consumers. This is especially pertinent on social media, where conversation and interaction is key.</p> <h3>Create shared moments</h3> <p>If you’ve ever scrolled through Twitter during a particularly juicy episode of Love Island, you’ll know that multi-screening is most certainly a skill. </p> <p>Fans of the show constantly tweet during the show (as well as before and after), giving ITV2’s social team the opportunity to create an even more fun and immersive viewing experience for users. </p> <p>It does this by retweeting and replying, as well as tweeting teasers and cliff-hangers at opportune moments like during ad breaks.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">True that <a href="https://twitter.com/hashtag/LoveIsland?src=hash&amp;ref_src=twsrc%5Etfw">#LoveIsland</a> <a href="https://t.co/u3KJcME7uz">https://t.co/u3KJcME7uz</a></p> — ITV2 (@itv2) <a href="https://twitter.com/itv2/status/1008800883763765248?ref_src=twsrc%5Etfw">June 18, 2018</a> </blockquote> <p>While this is just good practice on social, it also helps to create shared moments, and the sense that fans are enjoying the same collective experience.</p> <p>In a similar vein, with people typically tuning into the show at the same time every day (rather than watching on catch-up), it demostrates that live or scheduled television is far from dead. Another example of this is the popular gaming app, <a href="https://www.econsultancy.com/blog/69943-what-makes-hq-trivia-a-winning-mobile-app">HQ Trivia</a>, which also draws people in at a specific time.</p> <p>That being said, it’s also been suggested that Love Island has fuelled sign-ups to the ITV Hub, too, which perhaps proves that it’s not the channel that matters, but the content itself.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">25% of all 16-25 in the UK registered on itv's platform to watch love island. TV isn't dead... on tablet and mobile that is <a href="https://twitter.com/hashtag/smwitv?src=hash&amp;ref_src=twsrc%5Etfw">#smwitv</a></p> — Cecile Midrouillet (@Midrouille) <a href="https://twitter.com/Midrouille/status/907954483996622848?ref_src=twsrc%5Etfw">September 13, 2017</a> </blockquote> <h3>Be reactive</h3> <p>As well as the show’s production team using social media in a reactive way, the level of conversation generated by Love Island means a whole host of brands are keen to get in on the action too. </p> <p>While a number of brands are officially affiliated with the show (more on that later), those that aren’t still can’t resist engaging with users on the topic.</p> <p>Of course, it is important that these brands naturally align with the show’s audience, otherwise there’s the danger of talk merely falling on deaf ears. Or worse, disdainful ones. Love Island is nothing if not divisive.</p> <p><img src="https://assets.econsultancy.com/images/0009/5529/New_Look.JPG" alt="" width="750" height="482"></p> <p>Interestingly, even brands you might not expect to talk about Love Island have found a way to jump on the bandwagon. Perhaps one of the most off-the-wall has been Chessington World of Adventures, which enlisted Danny Dyer to narrate its social media series, ‘Penguin Love Island’, earlier in June.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The finale of Penguin Love Island is here! Who will become King and Queen of the Villa? <a href="https://twitter.com/hashtag/LoveIsland?src=hash&amp;ref_src=twsrc%5Etfw">#LoveIsland</a> <a href="https://twitter.com/LoveIsland?ref_src=twsrc%5Etfw">@LoveIsland</a> <a href="https://t.co/VgU2Zvt35j">pic.twitter.com/VgU2Zvt35j</a></p> — Chessington Resort (@CWOA) <a href="https://twitter.com/CWOA/status/1005185468215054336?ref_src=twsrc%5Etfw">June 8, 2018</a> </blockquote> <p>In case you’ve missed the connection there, Danny Dyer is the father of one of this year’s contestants, Dani Dyer. True story.</p> <p>Anyway, maybe Chessington aside, the point is that a reactive marketing strategy – one that’s based on popular trends and talking points - can indeed be fruitful.</p> <p>Again, this boils down to a shrewd understanding of a target audience, and the ability to quickly (yet thoughtfully) tap into timely events.</p> <h3>Keep people wanting more</h3> <p>Love Island has mastered the art of anticipation – often leaving viewers with cliff-hangers about what will happen in the next episode.</p> <p>This is standard practice when it comes to reality television, however ITV2 have also managed to transfer this online, with a clever video strategy that leaves fans wanting more.</p> <p>On Facebook, it re-purposes content for bitesize and easily shareable videos, encouraging users to tag their friends in posts. It also uses quizzes to engage fans and prompt user interaction.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FLoveIslandITV2%2Fposts%2F1154941034646393&amp;width=500" width="500" height="509"></iframe></p> <p>Elsewhere, it focuses on slightly longer-form clips on YouTube, where its ‘First Look’ series gives fans a sneek peek at what’s to come.</p> <p>In order to ensure that fans aren’t saturated with the same content as they get on television, ITV2 also utilises social channels for ‘extra content’, i.e. the bits that don’t make it into the final show, but that die-hard fans still want to see.</p> <p>Together, it makes for a winning multi-channel strategy, and one that cleverly aligns with differing user behaviour on each social channel.</p> <p><img src="https://assets.econsultancy.com/images/0009/5528/YouTube_Love_Island.JPG" alt="" width="650" height="282"> </p> <h3>Capitalise on influence</h3> <p>This year, Love Island has more brand sponsors than ever before, with the likes of Primark and Samsung striking deals to produce affiliated products, be featured in the show itself, as well as simply act as ‘ambassadors’ for the show on social.</p> <p>One of the most interesting partnerships this year is undoubtedly Missguided, which has struck a deal to style the contestants in the villa - and subsequently allow consumers to ‘shop’ the outfits they see on screen. The retailer typically posts items worn by contestants just after the show airs, ensuring maximum interest and exposure.</p> <p><img src="https://assets.econsultancy.com/images/0009/5523/Missguided.JPG" alt="" width="750" height="476"></p> <p>This ‘as seen on screen’ element is a particularly clever move from Missguided, as it capitalises on the influence of the Love Island contestants before they’ve even left the show (when influencer campaigns typically kick off). </p> <p>Doing so in the midst of the show’s hype is also likely to generate greater success than post-summer campaigns, when interest and investment from fans has potentially died down.</p> <p>A clever fusion of influencer marketing and social commerce - Missguided is certainly reaping the benefits of Love Island's seemingly unstoppable success.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Love Island Section on <a href="https://twitter.com/Missguided?ref_src=twsrc%5Etfw">@Missguided</a> is amazing. All the girls outfits and bikinis. Dani’s cute orange outfit is what I’m living for</p> — G (@xGeorgieeeeee) <a href="https://twitter.com/xGeorgieeeeee/status/1007913710910935040?ref_src=twsrc%5Etfw">June 16, 2018</a> </blockquote> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69831-10-brands-with-superb-social-media-copywriting" target="_blank">10 brands with superb social media copywriting</a></li> <li><a href="https://econsultancy.com/blog/69448-a-day-in-the-life-of-a-social-media-strategist" target="_blank">A day in the life of... a social media strategist</a></li> </ul> tag:econsultancy.com,2008:BlogPost/70102 2018-06-19T09:44:02+01:00 2018-06-19T09:44:02+01:00 Unilever gets serious about influencer fraud Patricio Robles <p>The most popular of those celebrities, hatched on social platforms like Instagram and not in Hollywood, have seen their fortunes grow by leaps and bounds as companies have lined up to use their influence to bolster their brands and hawk their wares.</p> <p>But with bigger and bigger budgets has come greater scrutiny and now, the world's second largest advertiser, Unilever, is stepping in to address one of influencer marketing's biggest sore spots: fake followers.</p> <p>Yesterday, Unilever's CMO, Keith Weed, made it official: the company and its brands, which include Axe, Lipton, Popsicle and Slim Fast, will no longer work with influencers who pay for followers. </p> <p>“Trust comes on foot and leaves on horseback, and we could very quickly see the whole influencer space be undermined,” <a href="https://www.reuters.com/article/us-unilever-media/unilever-takes-stand-against-digital-medias-fake-followers-idUSKBN1JD10M">he told Reuters</a>. “There are lots of great influencers out there, but there are a few bad apples spoiling the barrel and the trouble is, everyone goes down once the trust is undermined.”</p> <p>While the number of fake followers on popular social platforms can only be estimated, and the number obviously varies from influencer to influencer, there is a general consensus that it's a real problem that is only getting bigger. There exists an entire ecosystem of shady outfits hawking followers. Many, especially the ones that offer lots of followers for relatively small amounts of money, rely on networks of bot accounts.</p> <p>For brands, fake followers are a scourge that has the potential to result in significant waste. Influencers typically charge based on the size of their followings, which provides an incentive for ambitious and unscrupulous influencers to try to juice their numbers.</p> <p>Of course, fake followers are all but worthless, so brands that pay influencers with large fake followings are effectively paying for a volume of eyeballs and engagement that they have no potential to achieve.</p> <h3>Challenges abound</h3> <p>According to Weed, Unilever has already minimized its exposure to fake followers by weeding out bad partners, but its announcement of an official 'no fake followers' policy is a wake-up call for other brands that have applied less scrutiny to the influencers and influencer agencies they work with.</p> <p>Of course, dealing with the issue of fake followers will require ongoing vigilance. Vetting an influencer's following isn't a one-and-done proposition. Just because an influencer's followers passed muster a month ago doesn't mean that unsavory activity hasn't occurred since.</p> <p>In addition to the challenge of ongoing monitoring, brands adopting Unilever-like policies will have to grapple with the fact that there's often no way to tell whether or not an influencer paid for fake followers. </p> <p>Fake bot accounts are prevalent on many social platforms and they often follow popular accounts, ostensibly in an effort to look more legitimate, so the fact that an influencer potentially has a large number of fake followers doesn't necessarily mean that the influencer paid for them. There's also the fact that an agency an influencer is represented by could purchase fake followers without the influencer's knowledge and approval.</p> <p>Even more disturbing is the possibility that Unilever-like policies could lead to bad actors attempting to sabotage influencers by purchasing fake followers. Such activity is not without precedent; unlucky advertisers have dealt with PPC click fraud perpetrated by competitors.</p> <p>At the end of the day, it's clear that while Unilever's policy is a step in the right direction, actually stamping out influencer fraud will take a lot more than a 'no fake followers' policy. Brands will need to invest more time to manage their influencer relationships and marketing campaigns. They will need better data and tools. And, perhaps most importantly, they will need greater cooperation from the social platforms that ultimately have the greatest ability to detect and deal with bot accounts.</p> <p><a style="color: #2976b2; text-decoration: none;" href="https://econsultancy.com/reports/social-media-best-practice-guide/" target="_self"><img src="https://assets.econsultancy.com/images/0009/3234/Social_Media_Best_Practice_Widget__1_.png" alt="social media report banner" width="615" height="243"></a></p> tag:econsultancy.com,2008:BlogPost/70079 2018-06-12T11:45:00+01:00 2018-06-12T11:45:00+01:00 How beauty brands have evolved their influencer marketing Nikki Gilliland <p>A new report from Celebrity Intelligence, <a href="https://hello.celebrityintelligence.com/influencing-beauty/">Influencing Beauty</a>, delves into the impact digital talent has had on the beauty industry, taking into consideration the survey response of 385 marketing specialists. </p> <p>So, how have beauty brands evolved in their approach to influencer marketing?</p> <p>You can check out the report in full, but in the meantime, here are a few key takeaways.</p> <h3>Sales &lt; awareness</h3> <p>In its early days, influencer marketing was commonly thought of as an effective way to drive sales. With campaigns usually being one-off and heavily product-focused (e.g. a single Instagram post promoting a specific lipstick) – it made sense for brands to focus on the subsequent sales.</p> <p>Interestingly, this is no longer the case, as ‘building brand awareness’ is now cited as the most important reason for beauty brands enlisting the support of digital influencers. </p> <p>Why has opinion shifted? Quite simply, beauty brands now recognise that the path to purchase is far more complex than it once was. From online research and reviews to print media and personal recommendations – there are endless things that can influence buying behaviour. </p> <p>So, as influencer marketing has reached maturity, brands have also realised that it is not a quick fix, but part of a long-term and wider strategy. As a result of this, many are also starting to offer influencers long-term contracts rather than one-off or short-term deals, as well as more creative projects such as the chance to create fashion lines and beauty products.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Congrats <a href="https://twitter.com/LucyAndLydia?ref_src=twsrc%5Etfw">@LucyAndLydia</a> on their very own <a href="https://twitter.com/tangleteezer?ref_src=twsrc%5Etfw">@tangleteezer</a> products! <a href="https://t.co/Buk0ekAMAf">https://t.co/Buk0ekAMAf</a></p> — Gleam Futures (@TeamGleam) <a href="https://twitter.com/TeamGleam/status/1001513213484249094?ref_src=twsrc%5Etfw">May 29, 2018</a> </blockquote> <h3>Appealing to Gen Z</h3> <p>One of the biggest drivers of change within the beauty industry has been the expectations of ‘digital-born’ consumers, or Generation Z as they’re also known. </p> <p>With 65% of this group relying on social media to discover and select beauty products, these expectations have in turn impacted the type of content (and influencers) that brands use.</p> <p>According to <a href="https://www.barkleyus.com/wp-content/uploads/2017/01/FutureCast_The-Pivotal-Generation.pdf" target="_blank">research by Barkley</a>, Generation Z care about body positivity, social activism, and working for their own success, among other ‘authentic’ traits – more so than other demographics including millennials. </p> <p>As a result of this, beauty brands are striving to be more authentic, and taking extra care when it comes to choosing influencers. Similarly, they’re also involving consumers more than ever, and using topics like cruelty-free make-up and veganism to drive interest from a younger, socially-aware audience.</p> <p>Skincare brand Origins is one example of this, often partnering with influencers that represent its commitment to natural and cruelty-free products.</p> <p><img src="https://assets.econsultancy.com/images/0009/5090/Origins.JPG" alt="origins vegan instagram" width="780" height="497"></p> <h3>Delving into data</h3> <p>Another change that indicates market maturity is that brands are taking a data-led approach to choosing influencers. The aforementioned desire for authenticity is undoubtedly behind this, meaning brands are keen to measure audience insights to determine whether or not someone is a correct fit.</p> <p>This also means that reach is no longer the most important KPI. A large audience does not necessarily indicate an engaged audience, and as a result, brands are also looking to mid-tier or low-tier influencers with a small but highly invested set of followers. </p> <p>Interestingly, niche female influencers are among the most in-demand, with 86% of survey respondents saying they have worked with this group in the past year.</p> <p>On the flip side, influencers themselves are also becoming pickier, recognising that an inauthentic or poorly executed campaign could alienate their own audience – as well as damage future partnerships.</p> <p>One commonly cited example of an authentic campaign is L’Oréal’s Beauty Squad, which involved the brand working with eight mid-tier influencers from a diverse set of backgrounds. </p> <p>By giving each influencer the freedom to create their own style of content and offer honest reviews, it succeeded in creating a sense of real authenticity. </p> <p><img src="https://assets.econsultancy.com/images/0009/5089/L_oreal_Beauty_Squad.JPG" alt="l'oreal beauty squad" width="780" height="373"></p> <h3>Going back to basics</h3> <p>Finally, Celebrity Intelligence’s report suggests that - while many believe influencers will still be critical for brands in five years’ time – the power may also shift back to anonymous consumers that hold influence. </p> <p>In other words, consumer-led communities will rise above well-known personalities, with brands able to capitalise on the collective power of advocacy.</p> <p>Glossier is one example of this already in existence, with the brand largely steered by its online community. It often responds and replies to comments, posts user-generated content, and even listens to product requests – it launched an SPF on the back of follower feedback. </p> <p>It has not turned away from professional digital influencers entirely, but its community-led approach underpins its authentic reputation, and proves that consumers hold the real power.</p> <p><img src="https://assets.econsultancy.com/images/0009/5092/Glossier.JPG" alt="glossier community" width="690" height="492"></p> <p><em><strong>Download Celebrity Intelligence's Influencing Beauty report <a href="https://hello.celebrityintelligence.com/influencing-beauty/">here</a></strong></em></p> tag:econsultancy.com,2008:BlogPost/70072 2018-06-08T14:44:24+01:00 2018-06-08T14:44:24+01:00 How brands can use social media polling Nikki Gilliland <p>So, what are the benefits for brands on social media? Here’s a look at how some are using polls, and the reasons why they can be an effective part of an overall social media strategy.</p> <h3>1. Feedback and insight</h3> <p>According to a survey by Wunderman, <a href="https://www.prnewswire.com/news-releases/wunderman-study-reveals-79-of-consumers-only-buy-from-brands-that-prove-they-care-about-earning-their-business-300386618.html" target="_blank">79% of consumers</a> say they want brands to actively demonstrate that they ‘understand and care’ about them before they make a purchase. </p> <p>Polls are a great way to demonstrate this, allowing brands to ask for direct feedback on products or general customer experience, and in turn, letting users know that their opinion is valued. </p> <p>People are perhaps more likely to respond on social media, too, especially in comparison to email surveys or requests that create more disruption to the user experience. Responding to a poll takes little thought or consideration, making it an easy and seamless way for brands to gain insight. </p> <p>This is particularly true for Instagram Stories (which added the option for polls last October) – whereby users are already actively engaged in content. </p> <p>Starbucks is one brand that has made use of this, creating polls to gain quick insight into customer preferences. In the story shown below, the poll simply asks users whether they would be more inclined to choose a pink or violet drink. There’s not much difference in the product to begin with, but with a quick poll, the brand is able to gain insight into these minute customer preferences. </p> <p><img src="https://assets.econsultancy.com/images/0009/5008/Starbucks.JPG" alt="starbucks instagram poll" width="400" height="690"></p> <h3>2. Driving decisions</h3> <p>As well as gaining insight into how products or marketing is faring with customers, polls can also be used to drive future decisions. Again, for example, Starbucks might choose to put its pink or violet drink on the menu (and disregard the other) based on poll results.</p> <p>In a similar way, polls can also be used to help brands make more immediate decisions, with users aware that they have the power to create a specific outcome.</p> <p>eBay has used this tactic in the past, using polls to determine what special offers to roll out. As well as increasing engagement, this is a particularly good way to create positive sentiment towards the brand, with users feeling satisfied if they end up getting the offer they want.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/eBayChoice?src=hash&amp;ref_src=twsrc%5Etfw">#eBayChoice</a>: Do you want to unlock an awesome deal on an Apple Watch or Fitbit Charge HR?</p> — eBay (@eBay) <a href="https://twitter.com/eBay/status/764812956982992897?ref_src=twsrc%5Etfw">August 14, 2016</a> </blockquote> <p>Meanwhile, Benefit Cosmetics uses a cross-channel approach to determine social content, using an Instagram poll to determine what to include in its next Facebook video. This gives users greater control, as well as promotes the video and prompts them to check it out.</p> <p><img src="https://assets.econsultancy.com/images/0009/5007/Benefit_Cosmetics.JPG" alt="benefit instagram poll" width="400" height="679"></p> <h3>3. Entertainment and fun</h3> <p>While polls can generate purposeful insight, they can also be viewed as just another form of social content, with the sole aim of entertaining or informing an audience.</p> <p>Due to their interactive nature, brands can also use gamification elements, using the question-based format to create a quiz rather than a simple survey.</p> <p>HelloFresh uses polls in this way, asking users food and cooking-related questions before allowing them to swipe up to find out the answers. This is a particularly clever use of the format, as not only does it provide a bit of fun for followers, but it also ensures they stay invested enough to watch the whole story to the end.</p> <p><img src="https://assets.econsultancy.com/images/0009/5009/Hello_Fresh.JPG" alt="hello fresh instagram poll" width="400" height="687"></p> <p>GIFs are another tool that can effectively grab the user's attention. Last year, Facebook added the option to add in GIFs into polls, creating yet another hook to engage users. One of the first brands to test the feature was 20th Century Fox, using it on its page for new movie, Kingsman: The Golden Circle. </p> <p>As well as generating conversation about the movie, the use of GIFs helped it to stand out in user’s news feeds. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FKingsmanUK%2Fposts%2F866425713509552&amp;width=500" width="500" height="476"></iframe></p> <h3>4. Engaging during real-time events</h3> <p>Polls have a real-time element attached to them, meaning they’re a great way for brands to enhance existing experiences. For example, when It comes to sporting matches, polls can be used to generate excitement and anticipation around the event.</p> <p>Football clubs including Man City have previously integrated polls into Facebook content, prompting users to interact close to big games.</p> <p>Similarly, polls can also be used to engage people who can’t attend events in person. Bayern Munich is another football club to do this - this time on Instagram Stories - to get fans involved on match day. The club asks users to vote using emojis to indicate their response at behind-the-scenes action. What’s more, it also lets fans vote to determine the direction of content, further immersing them into the experience (from afar). </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Props to my colleagues in Munich for this awesome Instagram Stories idea! Letting fans direct it via voting. Great execution! <a href="https://twitter.com/hashtag/sportsbiz?src=hash&amp;ref_src=twsrc%5Etfw">#sportsbiz</a> <a href="https://t.co/jAkwSVAwaF">pic.twitter.com/jAkwSVAwaF</a></p> — Cristian Nyari (@Cnyari) <a href="https://twitter.com/Cnyari/status/924654155230318593?ref_src=twsrc%5Etfw">October 29, 2017</a> </blockquote> <h3>5. Strengthening connections (to influencers)</h3> <p>Finally, while the arrival of Instagram polls spells good news for brands, it's arguably even better for influencers. This is because influencers rely on engagement as a tangible measure of success (and indeed revenue), with polls providing another and arguably better way for followers to interact. </p> <p>Polls are likely to generate higher engagement as they provide the opportunity for a two-way interaction between fans and influencers, with the latter asking direct questions to make people feel more involved. This is different to fans merely liking or leaving a comment on a photo, which feels far more passive and impersonal.  </p> <p>At the same time, the integration of polls will benefit influencers, as it means they can gauge general opinion without having to deal with individual responses via DMs or comments. This might be opinion on what kind of content their audience wants to see, or feedback on previous work. In turn, brands are also likely to take note of these results, potentially helping when it comes to forging partnerships and creating campaigns.</p> <p><img src="https://assets.econsultancy.com/images/0009/5006/Victoria_Van_Ness.JPG" alt="influencer poll" width="400" height="738"></p> <p><strong>Related articles:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69505-eight-effective-examples-of-quizzes-in-content-marketing" target="_blank">Eight effective examples of quizzes in content marketing</a></li> <li><a href="https://econsultancy.com/blog/69094-five-examples-of-brands-using-interactive-video" target="_blank">Five examples of brands using interactive video</a></li> </ul> <p><a style="color: #2976b2; text-decoration: none;" href="https://econsultancy.com/training/courses/social-media-and-online-pr" target="_self"><img src="https://assets.econsultancy.com/images/0009/4984/Social_Media___Online_PR_training.png" alt="social media and online pr training" width="600" height="209"></a></p> tag:econsultancy.com,2008:BlogPost/69990 2018-06-01T15:57:00+01:00 2018-06-01T15:57:00+01:00 Why user-generated content can be a key differentiator for brand marketers Blake Cahill <p>Unlike authentic influencers, creators of UGC aren’t contracted. They’re closer to fans of the brand than partners. By purposefully drawing on an individual’s use of social media, companies can help boost their online presence and provide them with a third party endorsement that’s easy to replicate. It creates a virtuous relationship between consumer and brand.</p> <h3>Mixing in UGC increases brand engagement</h3> <p>Whilst most brands are still creating their own campaign content, using UGC and social media can spread brand messaging in a fun and engaging way. </p> <p>According to a study by <a href="https://www.comscore.com/Insights/Press-Releases/2012/3/comScore-Study-Finds-Professionally-Produced-Video-Content-And-User-Generated-Product-Videos-Exhibit-Strong-Synergy-in-Driving-Sales-Effectiveness?cs_edgescape_cc=GB">ComScore</a>, brand engagement rises by 28% when consumers are exposed to a mixture of professional marketing content and UGC. The organizations that make the biggest gains in this space will be the ones that cleverly and authentically combine the two.</p> <p>Traditional advertising and earned media can’t be overlooked. That said, trends such as increasing use of ad blockers and the fake-news phenomenon becoming more prominent are having an impact on the effectiveness of these methods.</p> <p>In a <a href="https://econsultancy.com/blog/69723-how-philips-has-benefitted-from-authentic-influencer-marketing/">previous blog post</a>, I drew on an example of how influencers pointed out increased self-confidence as a benefit of using Philips Sonicare toothbrushes, something that never could’ve been authentically achieved using traditional owned media. Incorporating personal stories into Facebook ads boosted the average time spent looking at a post from 4 seconds to around a minute.</p> <p>Consumers themselves are highly effective at unlocking precious insights and touting product features, without the bias of vested interests, which ultimately helps with wider marketing efforts. Removing the constraints of traditional advertising methods also has a dramatic impact on engagement levels.</p> <h3>The classic Starbucks example</h3> <p>Consider, for example, a simple but effective campaign which ran back in 2014, where Starbucks invited customers to decorate their cups and submit their designs to Twitter under the tag #WhiteCupContest. Garnering over 4,000 responses in just a few weeks, this was an excellent example of how you don’t need a large budget to generate a lot of social media content in a short space of time.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The winning design from our <a href="https://twitter.com/hashtag/WhiteCupContest?src=hash&amp;ref_src=twsrc%5Etfw">#WhiteCupContest</a> is now available! <a href="https://t.co/e3coGxSlbw">https://t.co/e3coGxSlbw</a></p> — StarbucksDeals (@starbucksdeals) <a href="https://twitter.com/starbucksdeals/status/512666446711644160?ref_src=twsrc%5Etfw">18 September 2014</a> </blockquote> <p>When you realize that <a href="https://www.emarketer.com/Article/Millennials-Social-Media-Posts-Influence-Peers-Buy-New-Products/1010576">68% of social media users</a> between the ages of 18 and 24 take into account information shared on social media when they make a purchasing decision, it is easy to see why UGC has become so appealing. </p> <p>This means doing away with outdated misconceptions of passive consumers led by TV commercials and billboards. Instead, they are active participants in relationships and dialogs with brands, influencing others in the process. </p> <p><a href="http://investors.bazaarvoice.com/news-releases/news-release-details/bazaarvoice-and-center-generational-kinetics-release-new-study?releaseid=649677">86% of millennials</a> have said that user-generated content (UGC) is a good indicator of the quality of a brand. The important next step for any business is to show that their core values align with those of their audience and build lasting relationships through mutual confidence. </p> <p>Brands of all sizes can follow the examples from these larger campaigns, having customers involved in the brand’s online activity while showing customers that their thoughts and opinions matter. </p> <p>As consumers become less reliant on traditional media methods like advertising, UGC will become more prevalent in ensuring brands engage with their customers while using their social networks to promote the brand in a positive way. </p> <p>With the volume of marketing and internally-driven corporate chatter ever rising, looking outside-in to user generated content can be the differentiator in making you the brand that consumers like and trust.</p> tag:econsultancy.com,2008:WebinarEvent/957 2018-05-25T03:42:59+01:00 2018-05-25T03:42:59+01:00 Ask Me Anything - Influencer Marketing <p>Ask Me Anything (AMA) is our new interactive webinar series designed for you to discuss strategies and pick the brains of our experts when it comes to digital transformation.</p> <p>For this AMA session, we will be exploring how you can leverage influencers to expand your reach online:</p> <ul> <li>Aligning your social media strategy to your overall business objectives</li> <li>What are the trends, best practices, challenges and opportunities for social media marketing</li> <li>Evaluation of the different social media channels for your social media activities</li> <li>Engaging influencers for your social media campaigns</li> <li>How to measure ROI on influencer marketing</li> <li>The future of social media marketing</li> </ul> <p>Our panel of Econsultancy experts are <strong>Eu Gene Ang</strong>, Lead Trainer, Asia, <strong>Damien Cummings</strong>, Principal Consultant &amp; Entrepreneur-in-Residence, APAC, <strong>Jeff Rajeck</strong>, Research Analyst, APAC, <strong>Evangeline Leong</strong>, CEO &amp; Founder, Kobe Technologies and <strong>Kanika Agarwal</strong>, Co-founder Passion Peers, FemPeers &amp; Rapid Rabbits.</p> <p>Register for the webinar and <a href="https://docs.google.com/forms/d/e/1FAIpQLSco7i-rKCYrfPcDVp0tgxqoz9jrAzx1Nkbxd8ikziMEll9XRg/viewform" target="_blank">submit your questions</a> by 6 July 2018. We aim to answer all the questions during the webinar session.</p> <p>Use hashtag <strong>#EconAMA</strong> to share your post in social media.</p> <p style="border: 0px; vertical-align: baseline;"><strong>Webinar done in collaboration with:</strong>      <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.ntuc.org.sg/uassociate/" target="_blank"><img style="font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;" src="https://assets.econsultancy.com/images/resized/0008/9214/u_associate__integration_endorsement__logo-blog-flyer.png" alt="" width="202" height="62"></a></p> <p style="border: 0px; vertical-align: baseline;"><strong>FAQ:</strong></p> <p style="border: 0px; vertical-align: baseline;"><strong>I'm not an Econsultancy subscriber, can I join?</strong></p> <p style="border: 0px; vertical-align: baseline;">Ans: You sure can. The sessions are complimentary for existing customers and new friends.</p> <p style="border: 0px; vertical-align: baseline;"><strong>Will the session be recorded?</strong></p> <p style="border: 0px; vertical-align: baseline;">Ans: Yes! We record all of our webinars, and we'll send out a link to the recording the following week.</p> <p style="border: 0px; vertical-align: baseline;"><strong>What if I register but can't make it?</strong></p> <p style="border: 0px; vertical-align: baseline;">Ans: It's all good. We'll send a follow-up with key takeaways and a link to the recording.</p> <p style="border: 0px; vertical-align: baseline;"><strong>Can I ask questions?</strong></p> <p style="border: 0px; vertical-align: baseline;">Ans: Absolutely! This session is for you. Please <strong>submit your questions <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://docs.google.com/forms/d/e/1FAIpQLSco7i-rKCYrfPcDVp0tgxqoz9jrAzx1Nkbxd8ikziMEll9XRg/viewform" target="_blank">here</a></strong> and hear our experts respond to your questions at the live webinar.</p> <p style="border: 0px; vertical-align: baseline;">*By participating in this event, you agree that Econsultancy may collect, use and disclose your personal data, which you have provided in this form, to our event partner(s) who may provide promotional and marketing material to you, in accordance with the Personal Data Protection Act 2012 and our data protection policy (available at our <a href="https://www.centaurmedia.com/privacy" target="_blank">website</a>).</p> tag:econsultancy.com,2008:BlogPost/70035 2018-05-23T09:00:00+01:00 2018-05-23T09:00:00+01:00 Influencer marketing & measurement: Three things to consider Nikki Gilliland <p>This, coupled with the growing subtlety of strategy – whereby authenticity is taking precedence over reach – means that a more considered approach to measurement is recommended.</p> <p>Celebrity Intelligence’s ‘<a href="http://www.celebrityintelligence.com/#/resource-article/VF/Unlocking-Influence/" target="_blank">Unlocking Influence</a>’ report delves into this in much more detail, but in the meantime, here are a just a few things to consider when measuring the success of campaigns.</p> <h3>1. Goals &amp; KPIs</h3> <p>Some brands can be guilty of jumping head-first into influencer campaigns, choosing talent based on a perceived high profile rather than any other factors, such as alignment with values or authenticity. </p> <p>However, before even liaising with or selecting influencers, it is important that marketers outline what the outcome of a campaign should be – and why they have chosen to work with certain talent. </p> <p>Measuring ROI already poses a big challenge, as there is no current standardised framework in place within the industry. While conversions and sales can be a worthwhile objective, more often than not, the focus is now on brand awareness and loyalty (factors that are naturally much more difficult to measure).</p> <p>As a result, marketers should set out specific KPI’s from the get-go, ensuring that everyone involved has a clear understanding of what they are working towards and why. </p> <p><img src="https://assets.econsultancy.com/images/0009/4508/KPI_s.JPG" alt="influencer measurement" width="660" height="477"></p> <h3>2. Delving deeper into engagement</h3> <p>Engagement has long-been viewed as the ultimate goal for influencer marketing. However, with recent controversy over instapods working to ‘juice’ engagement, it’s been suggested that this kind of metric is untrustworthy.</p> <p>Alongside this is the revelation that the size of an audience does not correspond to potential levels of engagement. <a href="http://markerly.com/blog/instagram-marketing-does-influencer-size-matter/" target="_blank">Markerly’s study</a> on the subject found that Instagram influencers with fewer than 1,000 followers have a higher like rate than those with 1,000 to 10,000 followers, and so on.</p> <p>Together, this means that brands need to be far more considered (and analytical) when it comes to engagement, moving away from ‘old metrics’ like press coverage as well as shallow or siloed data such as ‘likes’ or clicks. </p> <p>So, instead of merely measuring traffic from a campaign, for example, it’s wise to take a broader view to incorporate depth of engagement, including things like sentiment over time and long-term uplift. 'Equity’, is another important metric, i.e. the perceived value of a celebrity or influencer within their field. Celebrity Intelligence's 'Talent Equity Index' does this by analysing data points such as audience appeal and awareness, endorsement activity, and previous campaign performance.</p> <p><a href="https://econsultancy.com/blog/68536-how-glossier-has-used-instagram-to-create-a-cult-following/" target="_blank">Glossier is a great example</a> of a brand that takes a more meaningful approach to its influencer strategy, using unknown influencers (chosen because they are real-life customers rather than high-profile personalities) to feature in posts. As a result, we can see that the brand places greater value on things like long-term advocacy and positive sentiment rather than short-term engagement.</p> <p><img src="https://assets.econsultancy.com/images/0009/4506/Glossier_influencer.JPG" alt="glossier influencer" width="760" height="556"></p> <h3>3. Direct impact</h3> <p>Further to this, as talent-led marketing moves away from single or one-off posts, brands are increasingly hoping to see the long-term benefits of their most valued collaborations. </p> <p>A study by Rakuten Marketing found that 47% of marketers confirmed they would pay more if they could see the influencer’s impact across the wider consumer purchasing journey. This does suggest that sales are still an important metric for marketers, however, it’s perhaps more indicative of a desire to track which influencers are having the biggest impact.</p> <p>A recent update to Instagram could allow more marketers to do this. The platform now offers shoppable posts for businesses, meaning means brands can make specific items featured in influencer posts directly available to buy through Shopify. In turn, this provides a clearer picture of user behaviour, giving brands information about how customers behave and interact after seeing an influencer post.</p> <p>It also allows marketers to compare sales on a campaign-by-campaign basis, allowing for greater insight into the immediate impact influencers are having on an audience.</p> <p><img src="https://assets.econsultancy.com/images/0009/4507/Shoppable_Instagram_posts.JPG" alt="shoppable instagram posts" width="500" height="571"></p> <p><em><strong>For more on this topic (including case studies), download Celebrity Intelligence’s <a href="http://www.celebrityintelligence.com/#/resource-article/VF/Unlocking-Influence/" target="_blank">Unlocking Influence report here.</a></strong></em></p> tag:econsultancy.com,2008:BlogPost/69983 2018-04-27T15:00:00+01:00 2018-04-27T15:00:00+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>So, get stuck in, and be sure to check out the <a style="font-weight: 400;" href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> while you’re at it.</p> <h3>Spend on Amazon ads grows nearly 3x in three quarters</h3> <p>As Amazon's quarterly advertising sales surpass $2 billion for the first time, new <a href="https://kenshoo.com/quarterly-trends-webinar/" target="_blank">data from Kenshoo</a> confirms how brands are showing increasing interest in buying search and product ads on the site.</p> <p>It reports that spend on Amazon ads grew nearly 3x between the third quarter of 2017 and the first quarter of 2018. Meanwhile, spend rose 16% between Q4 2017 and Q1 2018 – despite the fact that online ad spend typically peaks in Q4 due to the holiday shopping season when consumer retail spending is at its highest.</p> <p>One of the main reasons for this is the growing recognition that consumers already have a strong intent to make a purchase on the site. Meanwhile, ads on Amazon fit in naturally with the content and information present on the pages where they appear, meaning they tend to be clicked on far more than ads on other sites.</p> <p><img src="https://assets.econsultancy.com/images/0009/3957/2018-Q1-Kenshoo-QTR-Webinar-01.png" alt="advertising growth" width="615"></p> <p><strong>Now read:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69921-how-to-optimise-your-amazon-product-ad-campaigns" target="_blank">How to optimise your Amazon product ad campaigns</a></li> <li><a href="https://econsultancy.com/blog/69517-is-amazon-s-ad-business-the-new-slotting-fee" target="_blank">Is Amazon's ad business the new slotting fee?</a></li> <li><a href="https://econsultancy.com/blog/69295-as-companies-embrace-amazon-advertising-some-smbs-struggle" target="_blank">As companies embrace Amazon advertising, some SMBs struggle</a></li> </ul> <h4>One third of UK consumers believe AR would help them to narrow down choices when shopping</h4> <p>Mindshare’s ‘<a href="http://www.mindshareworld.com/uk/mindshare-futures" target="_blank">Layered</a>’ report has uncovered some interesting opinion about augmented reality. In a survey of over 1,000 UK smartphone owners, one third (or 33%) of respondents said they believe AR would help them to narrow down choices when shopping. </p> <p>This reflects how an increasing number of consumers expect products and other physical objects to contain additional layers of digital content or information. In fact, 55% would like to be able to point their phone at any object and receive information about it, rising to 74% amongst those who have already experienced AR.</p> <p>Mindshare’s report also reveals that AR experiences generate 1.9 times the levels of engagement amongst consumers compared to their non-AR equivalent, proving the benefits for brands experimenting with the technology.</p> <p><img src="https://assets.econsultancy.com/images/0009/3961/AR_stat.png" alt="Consumer opinion about AR" width="615"></p> <p><strong>Now read:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69978-how-shazam-is-using-augmented-reality-to-help-brands-come-to-life/" target="_blank">How Shazam is using augmented reality to help bring brands to life</a></li> <li><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></li> <li><a href="https://www.econsultancy.com/blog/69960-how-zara-is-using-in-store-tech-to-improve-its-frustrating-shopper-experience" target="_blank">How Zara is using in-store tech to improve its frustrating shopper experience</a></li> </ul> <h3>Retailers missing out on revenue from product-focused emails</h3> <p style="font-weight: 400;">Bluecore’s <a href="https://www.bluecore.com/2018-retail-email-benchmark-download" target="_blank">latest report</a> suggests that retailers are missing opportunities to understand how product behaviours – i.e. price drops, back-in-stock and new inventory - can influence the emails they send to customers with known product affinities. </p> <p style="font-weight: 400;">Currently, retailers are more focused on customer behaviour emails, i.e. abandoned shopping carts and category searches. However, it suggests that for every $100,000 of revenue that cart abandonment emails drive, retailers can generate an additional $65,000 from product abandonment emails, $28,000 from price decrease emails, $22,000 from new product arrival emails, and $10,000 for back-in-stock emails. </p> <p style="font-weight: 400;">The report also suggests that satisfied customers can quickly become dissatisfied email subscribers. While post-purchase emails have a 40% open rate, the conversion rate is just 0.4% and the unsubscribe rate is higher than any other type of triggered email type (also 0.4%).  </p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/3959/conversion_rate.JPG" alt="email conversion rate" width="615"></p> <p style="font-weight: 400;"><strong>More on email marketing:</strong></p> <ul style="font-weight: 400;"> <li><a href="https://www.econsultancy.com/blog/69955-why-i-love-glossier-s-email-marketing" target="_blank">Why I love Glossier's email marketing</a></li> <li><a href="https://www.econsultancy.com/blog/69733-how-consumer-tech-habits-could-be-impacting-email-success" target="_blank">How consumer tech habits could be impacting email success</a></li> <li><a href="https://www.econsultancy.com/blog/69171-10-ingredients-for-email-signup-success-for-retailers" target="_blank">10 ingredients for email signup success for retailers</a></li> </ul> <p><a style="font-weight: 400;" href="https://econsultancy.com/reports/email-marketing-best-practice-guide"><img src="https://assets.econsultancy.com/images/0009/3237/Email_Marketing_Best_Practice_Widget.png" alt="email report banner" width="615" height="243"></a></p> <h3>Smartphone video is the fastest growing ad format</h3> <p>According to the latest Digital Adspend report by the <a href="https://www.iabuk.com/press-release/smartphone-video-fastest-growing-online-ad-format" target="_blank">IAB UK and PwC</a>, advertisers spent £476 million more on smartphone video ads in 2017, making it the fastest-growing online ad format. This was an increase of 69% on 2016, taking total spend on the format to £1.17 billion. </p> <p>Video contributed heavily to the total amount spent across all smartphone advertising, rising by 37.4% to £5.2bn. As a result, 45% of all digital ad spend went on smartphones compared to just 9% five years ago. </p> <p>Elsewhere, social media spend rose 38% to £2.39bn, paid for search rose 16% to £5.82bn, and in-feed advertising rose 9% to £950m. </p> <p><img src="https://assets.econsultancy.com/images/0009/3956/IAB.png" alt="IAB adspend" width="615"></p> <p><strong>Now read: </strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69531-direct-ad-buys-are-back-in-fashion-as-programmatic-declines" target="_blank">Direct ad buys are back in fashion as programmatic declines</a></li> </ul> <h3>Online’s share of grocery sales grows at pedestrian rate</h3> <p><a href="http://www.nielsen.com/uk/en/insights/news/2018/grocery-sales-remain-buoyant-despite-winter-storms.html" target="_blank">New data</a> from Nielsen has revealed that UK online grocery sales increased by 4.6% in 2017 to £6.6 billion - a third faster than in-store sales (which grew at 3.4%).</p> <p>Despite this news, online remains a small part of the grocery market, with its overall share only increasing from 6.3% to 6.4% across the year.</p> <p>With the average basket size being four times larger online than in-store, the reason for the market’s small stature is not merely spend. Rather, it appears to be down to frequency. This is because on average, people buy groceries online less than once a month compared to nearly 21 times a month in-store. This means that online shopping is dominated by the more infrequent ‘big shop’, while people regularly visit supermarkets to ‘top up’.</p> <p><img src="https://assets.econsultancy.com/images/0009/3958/Nielsen.JPG" alt="online grocery sales" width="615"></p> <p><strong>More on online shopping:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/68355-how-online-grocery-retailers-are-capitalising-on-the-need-for-convenience" target="_blank">How online grocery retailers are capitalising on the need for convenience</a></li> <li><a href="https://econsultancy.com/blog/68723-store-locator-tools-which-supermarket-has-the-best-mobile-ux" target="_blank">Store locator tools: Which supermarket has the best mobile UX?</a></li> </ul> <h3>Brands amplify influencer campaigns with paid media</h3> <p style="font-weight: 400;">Research last year by the Association of National Advertisers (<a href="https://www.warc.com/newsandopinion/news/brands_mix_influencers_and_ads/40371">reported by Warc</a>) has revealed that over half of brands using influencer marketing also exercise paid-for ads to maximise the impact of campaigns.</p> <p style="font-weight: 400;">In a study on the influencer strategies of 158 client-side marketers, more than 50% said they use paid media to amplify their campaigns. Meanwhile, the research also highlights how widespread influencer marketing has become in general, with 75% of advertisers currently using the strategy. Out of those that aren’t using influencers, 27% plan to do so in the next 12 months.</p> <p style="font-weight: 400;">That being said, opinion about the strategy can be mixed. 54% of the respondents who have brought influencers into their marketing mix said they are either ‘satisfied’ or ‘very satisfied’ with their performance. However, 49% reported a ‘neutral’ reaction, as they are yet unable to gauge long-term performance results.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/3960/influencer_marketing.jpg" alt="Influencer marketing" width="615"></p> <p style="font-weight: 400;"><strong>More on influencers:</strong></p> <ul style="font-weight: 400;"> <li><a href="https://www.econsultancy.com/blog/69697-is-the-influencer-marketing-bubble-set-to-burst" target="_blank">Is the influencer marketing bubble set to burst?</a></li> <li><a href="https://www.econsultancy.com/blog/69801-are-virtual-stars-the-next-step-for-influencer-marketing" target="_blank">Are virtual stars the next step for influencer marketing?</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69929 2018-04-09T08:33:21+01:00 2018-04-09T08:33:21+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>So, let’s not dilly-dally, shall we?</p> <h3>Social media advertising disappoints 27% of consumers</h3> <p>When it comes to ads on social media, it seems consumers are becoming all the more cynical.  </p> <p>According to a <a href="https://sproutsocial.com/insights/data/social-advertising-report/" target="_blank">new survey</a> by Sprout, which polled over 1,000 US consumers on the topic, 27% of respondents said their opinion of social media advertising has declined in the past year. The biggest reason for this is too much clutter, with 58% citing that they simply see too many ads on social. </p> <p>So, how can marketers combat this? Sprout’s survey found that users crave entertainment over anything else, with 41% saying that this is the most engaging type of social ad, followed by 37% who say discounts, and 33% saying educational. </p> <p><img src="https://assets.econsultancy.com/images/0009/3386/27_percent_graphic.png" alt="" width="615" height="314"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69832-four-challenges-that-any-paid-social-strategy-should-consider" target="_blank">Four challenges that any paid social strategy should consider</a></li> <li><a href="https://econsultancy.com/blog/69400-ask-the-experts-paid-social-media-trends-challenges-strategy" target="_blank">Ask the experts: Paid social media trends, challenges &amp; strategy</a></li> </ul> <h3>Over half of millennials have stopped shopping with a brand due to poor returns</h3> <p><a href="https://www.reboundreturns.com/ebooks-and-reports?hsCtaTracking=a5b70ad6-af0b-4ba0-9fb4-8debb90008cd%7C36280834-ee0f-4566-b25a-ac8e6d60d622" target="_blank">Research by ReBound</a> has found that brands are struggling to offer an easy returns process – despite the fact that consumers are returning more goods than ever before.</p> <p>From a survey of over 1,000 UK consumers, the study found that 42% of shoppers aged 28 to 35 are returning more than they did two years ago. However, 59% say that they have stopped shopping with a brand due to a difficult or unclear returns process.</p> <p>Interestingly, one in 10 consumers say that this is because they received no communication on how to return a product, with a lack of information clearly impacting overall customer experience. Another reason is a lack of options – 62% say they would use a courier service if it was available to them.  </p> <p><strong>More on returns:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68677-how-10-ecommerce-sites-present-returns-policies" target="_blank">How 10 ecommerce sites present returns policies</a></li> <li><a href="https://econsultancy.com/blog/68477-how-six-online-retailers-are-combatting-wrong-size-returns" target="_blank">How six online retailers are combatting wrong-size returns</a></li> </ul> <h3>US influencer marketing budgets on the rise</h3> <p>Back in February, we highlighted <a href="https://www.prweek.com/article/1457215/influencer-marketing-damages-publics-perception-brands-survey-finds" target="_blank">a study</a> that found influencer marketing could be damaging the public’s perception of brands, as confusion around sponsored posts continues.</p> <p>However, <a href="http://www.ana.net/content/show/id/48437" target="_blank">new research from the US</a> suggests that marketers remain positive about the industry. So much so, in fact, that 43% expect to increase their spending on it over the next 12 months. According to the Association of National Advertisers, which surveyed 158 client-side marketers, the majority of marketers are satisfied with their influencer strategies. 54% are very satisfied with performance, and 36% say they think the strategy is effective.</p> <p>So, despite issues surrounding disclosure of campaigns, marketers appear optimistic about achieving campaign objectives. 86% of respondents cite brand awareness as the main reason for using influencer marketing, while 69% say content creation and distribution, and 51% say driving purchases.</p> <p><strong>More on influencer marketing:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69801-are-virtual-stars-the-next-step-for-influencer-marketing" target="_blank">Are virtual stars the next step for influencer marketing?</a></li> <li><a href="https://www.econsultancy.com/blog/69723-how-philips-has-benefitted-from-authentic-influencer-marketing" target="_blank">How Philips has benefitted from authentic influencer marketing</a></li> <li><a href="https://www.econsultancy.com/blog/69723-how-philips-has-benefitted-from-authentic-influencer-marketing" target="_blank">Only 29% of influencer campaigns use trackable URLs for attribution</a></li> </ul> <h3>Brands need a more specific CSR strategy</h3> <p style="font-weight: 400;">Instead of making general claims about corporate social responsibility (CSR), brands need to be more specific in how they communicate CSR-related messages. For example, stating exactly what they do to be sustainable rather than merely saying that they are.</p> <p style="font-weight: 400;">This comes from a <a href="https://www.warc.com/content/article/jar/improving_the_effectiveness_and_credibility_of_corporate_socialresponsibility_messaging_an_austrian_model_identifies_influential_csr_content_and_communication_channels/105462" target="_blank">new study</a> by the Journal of Advertising Research, which also suggests that brands that win awards for CSR generate a more positive reaction than those who promote their efforts on social media. In fact, it suggests that four out of the five most credible channels for communicating CSR are external, including awards, TV, newspaper coverage, and partnerships with non-governmental organisations.</p> <p style="font-weight: 400;">With sustainability and other social and environmental issues becoming increasingly importance for consumers, it’s also vital that brands communicate efforts in the right way.</p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/3390/CSR.jpg" alt="" width="700" height="466"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68452-cause-marketing-examples-from-uber-starbucks-jetblue" target="_blank">Cause marketing: Examples from Uber, Starbucks &amp; JetBlue</a></li> <li><a href="https://econsultancy.com/blog/69702-five-brand-campaigns-that-took-a-stand-on-social-issues" target="_blank">Five brand campaigns that took a stand on social issues</a></li> </ul> <h3>Always-on sales are damaging retail profits</h3> <p><a href="https://www.klarna.com/uk/klarna-confidential/ditch-discounting/" target="_blank">New research</a> by Klarna has revealed that retailers feel an increased pressure to promote discounts in order to keep up with the competition. However, this could in fact be damaging profits.</p> <p>In a study of the views of 1000 UK consumers and 500 retail decision-makers, Klarna found that 53% of retailers believe the ‘always on’ nature of sales is having a negative impact on profits, with 11% saying that discounting cost them over £25,000 in 2017.</p> <p>Meanwhile, 28% of consumers say that sales are too stressful, and as a result avoid them altogether. 25% also say they are less likely to shop regularly with a retailer who always has sales on, and 38% say that constant sales make a brand look cheap and unfashionable.</p> <p>So, should retailers avoid sales? A more considered approach is certainly preferable, with a focus on features such as flexible payment options, one-click checkout, and personalisation likely to lure in consumers all-year round. </p> <p><img src="https://assets.econsultancy.com/images/0009/3385/Klarna.JPG" alt="" width="780" height="280"></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69679-luxury-brands-must-focus-on-digital-experiences-to-fight-the-discount-trend" target="_blank">Luxury brands must focus on digital experiences to fight the discount trend</a></li> <li><a href="https://econsultancy.com/blog/67841-as-consumers-clamor-for-good-deals-discount-strategy-becomes-key-for-retailers/" target="_blank">As consumers clamor for good deals, discount strategy becomes key for retailers</a></li> </ul> <h3>Half of consumers want retailers to invest in AR</h3> <p style="font-weight: 400;">Consumers have always been more resistant to spend on big items online. However, research suggests this would lessen if retails offered ‘visualisation’ technology to allow shoppers to better envision products before buying.</p> <p style="font-weight: 400;">In a <a href="https://www.pushon.co.uk/showrooming-webrooming-report/" target="_blank">survey of over 1,000</a> consumers, PushOn found that 45% of people would be more inclined to spend larger amounts online if this technology was available. More specifically, 40% of consumers said they would use AR to test a product before buying it. </p> <p style="font-weight: 400;">Meanwhile, the survey suggests that the problem extends to more than just what the products look like. 41% of consumers said they would like to see improved online security so they know their money is safe when making expensive purchases, while 32% would like to use AI chatbots to get instant answers to their questions. </p> <p style="font-weight: 400;"><img src="https://assets.econsultancy.com/images/0009/3389/Comparing_online_prices.jpg" alt="" width="670" height="446"></p> <p><strong>More on AR:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69388-ar-is-on-the-brink-of-a-breakout-thanks-to-new-platforms-from-google-apple" target="_blank">AR is on the brink of a breakout thanks to new platforms from Google &amp; Apple</a></li> <li><a href="https://www.econsultancy.com/blog/69619-how-publishers-are-using-augmented-reality-to-bring-stories-to-life" target="_blank">How publishers are using augmented reality to bring stories to life</a></li> <li><a href="https://www.econsultancy.com/blog/69455-five-new-and-innovative-examples-of-augmented-reality-in-retail-apps" target="_blank">Five new and innovative examples of augmented reality in retail apps</a></li> </ul> <h3>Black Friday extends to more than a two-day event</h3> <p>According to <a href="https://econsultancy.com/reports/lessons-from-black-friday/" target="_blank">Econsultancy’s recent report</a> on the topic, the majority of retailers now extend Black Friday for as long as possible – far more than the traditional two days. 35% of survey respondents said that Black Friday was a four-day weekend as a minimum. Meanwhile, 45% said that they extend the duration for a few more days on top of this.</p> <p>One benefit of this extended period is that it eases pressure on retailers, and lessens the likelihood of websites crashing.</p> <p>The biggest winner on Black Friday, Amazon, even extended its marketing of the event for a full 13 to 14 days last year, advertising online and on TV the Friday before the event and finishing after Cyber Monday.</p> <p><img src="https://assets.econsultancy.com/images/0009/3388/Black_Friday.JPG" alt="" width="750" height="553"></p> tag:econsultancy.com,2008:BlogPost/69913 2018-04-01T10:22:46+01:00 2018-04-01T10:22:46+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <p>Enjoy, and happy Easter!</p> <h3>Grocery retailers failing on ecommerce UX</h3> <p>From a survey of 2,000 consumers in the UK, France, and Germany, Rich Relevance <a href="https://www.richrelevance.com/wp-content/uploads/2018/03/Grocery-Infographic-Final-UK.pdf" target="_blank">has discovered</a> that there are still barriers preventing people from switching from in-store to online grocery shopping. </p> <p>Despite the fact that 53% of the UK population now buy groceries online – falling to 40% and 32% in France and Germany respectively – consumers expect more from their experience.</p> <p>53% say that they would be happy for their retailer to automatically re-order frequently bought items. Meanwhile, 55% of consumers would like grocery retailers to offer recipe ideas based on what they are adding to their cart.</p> <p>When it comes to consumers that don’t shop for groceries online, 51% say the reason is a lack of trust in retailers picking the freshest produce on their behalf, while 68% say they prefer to physically handle items themselves in-store.</p> <p><img src="https://assets.econsultancy.com/images/0009/3253/RichRelevance.JPG" alt="" width="600" height="562"></p> <p><strong>More on grocery retailers:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68723-store-locator-tools-which-supermarket-has-the-best-mobile-ux" target="_blank">Store locator tools: Which supermarket has the best mobile UX?</a></li> <li><a href="https://econsultancy.com/blog/69071-m-s-to-trial-grocery-delivery-service-will-it-take-off" target="_blank">M&amp;S to trial grocery delivery service: Will it take off?</a></li> <li><a href="https://www.econsultancy.com/blog/69645-10-of-the-best-ad-campaigns-from-the-uk-s-top-supermarkets" target="_blank">10 of the best ad campaigns from the UK’s top supermarkets</a></li> </ul> <h3>US TV ad spend predicted to decline further in 2018</h3> <p>In 2017, TV ad spending dropped 1.5% to $70.22 billion. According to eMarketer’s <a href="https://www.emarketer.com/content/us-tv-ad-spending-to-fall-in-2018" target="_blank">latest forecast</a>, further decline is expected in 2018, with TV ad spend set to drop another 0.5% to reach $69.87.</p> <p>Overall, this will bring TV’s share of ad spend down to less than a third of US ad revenue in 2018.</p> <p>Elsewhere, spend on digital advertising is predicted to surge, growing 18.7% to reach $107.3 billion. eMarketer suggests that OTT (over-the-top) video platforms will play a large part, offering live services that directly compete with television.</p> <h3>Product discovery can increase mobile conversion</h3> <p><a href="https://www.qubit.com/research/mobile-product-discovery-ecommerce-revenue/?utm_campaign=2018-Q1-Mobile-Product-Discovery&amp;utm_source=hs_automation&amp;utm_medium=email&amp;utm_content=61655456&amp;_hsenc=p2ANqtz-_2p48GUzh1xj1WAlyuN_NO_O-k5meaKPxqPYRSaxwFtaVLtY4QjlZ19OiSvio8MldeaixYC4FrZgvoZYXvkuPOy6uLiAX6suF2bSTWzWPmBKWQ6Z8&amp;_hsmi=61655456" target="_blank">A new report</a> by Qubit, which is based on the analysis of 1.2 billion customer interactions, has delved into the causes of low mobile conversion.</p> <p>While the assumption might be that payment methods are the biggest barrier for mobile shoppers, Qubit’s research found that problems tend to occur much earlier in the funnel. </p> <p>47% of respondents said that they would complete more purchases via mobile if ‘the browsing experience was easier or faster’. Similarly, 44% said they would if ‘it was easier to find exactly what I want.’ </p> <p>A better mobile UX doesn’t just lead to more mobile conversions either. Mobile discovery is said to have a direct impact on cross-channel sales, increasing revenue by around 19%. </p> <p>One way brands can improve product discovery is with artificial intelligence or machine learning - Qubit suggests that AI-powered discovery helps customers find 2.25x more products, making them 80% more likely to buy.</p> <p><img src="https://assets.econsultancy.com/images/0009/3252/Qubit.JPG" alt="" width="760" height="517"></p> <p><strong>More on mobile conversion:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69193-using-data-to-improve-your-mobile-conversion-a-simple-but-effective-approach" target="_blank">Using data to improve your mobile conversion: A simple but effective approach</a></li> <li><a href="https://econsultancy.com/blog/69160-mobile-conversion-rates-how-does-your-site-compare" target="_blank">Mobile conversion rates: How does your site compare?</a></li> <li><a href="https://econsultancy.com/blog/69447-ask-the-experts-conversion-rate-optimisation-trends-challenges-strategy" target="_blank">Ask the experts: Conversion rate optimisation trends, challenges &amp; strategy</a></li> </ul> <h3>Programmatic budgets held back by poor measurement</h3> <p>A new study by Infectious Media has revealed that the inability to effectively measure campaigns is preventing advertisers from further investing in programmatic. </p> <p>From a <a href="http://info.infectiousmedia.com/measurement-report" target="_blank">survey of more than 200 decision-makers</a> in EMEA, APAC and North America, it found that almost 90% of marketers would be able to justify ‘slightly’ or ‘significantly’ more investment in programmatic with better measurement.</p> <p>66% of respondents said they find accurately measuring campaigns ‘extremely’ or ‘very’ challenging, while 65% said the same for maintaining high viewability. 64% said that increasing brand safety protection is highly challenging.</p> <p>Lastly, it appears that advertisers largely view clicks as the most important indicator of success – despite click data often being distorted by fraud. 56% of advertisers describe number of clicks as the most important metric, followed by 45% who say cost per click and 43% who say click-through rate.</p> <p><img src="https://assets.econsultancy.com/images/0009/3251/Measurement_report.JPG" alt="" width="592" height="372"></p> <p><strong>More on programmatic:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69624-three-ways-to-boost-brand-safety-in-the-programmatic-age" target="_blank">Three ways to boost brand safety in the programmatic age</a></li> <li><a href="https://www.econsultancy.com/blog/69558-ask-the-experts-what-s-the-best-way-to-target-programmatic-ads" target="_blank">Ask the experts: What's the best way to target programmatic ads?</a></li> <li><a href="https://www.econsultancy.com/blog/69588-10-signs-that-programmatic-advertising-is-reaching-maturity" target="_blank">10 signs that programmatic advertising is reaching maturity</a></li> </ul> <h3>56% think that most mobile ads are boring or dull</h3> <p style="font-weight: 400;">Verve <a href="https://www.warc.com/newsandopinion/news/relevance_doubles_engagement_with_mobile_ads/40238" target="_blank">has found</a> that generic mobile ads generate little engagement. From a survey of 2,000 UK adults, it found that just 17% of people are ‘likely’ or ‘very likely’ to interact with a generic ad on their phones, while 56% think that most mobile ads are boring or dull.</p> <p style="font-weight: 400;">As a result, brands need to do more to pique user interest, which means making mobile ads much more relevant to individuals.</p> <p style="font-weight: 400;">Verve found that mobile ads which reference the user’s interests or location drives twice as much engagement as generic mobile ads. Dynamic ads (that use phone mechanics to tilt, tap, zoom or zoom) were also found to increase engagement by 20%, while interactive ads that ask questions can do so by 21%.</p> <h3>‘Digital trailblazers and emergers’ create sweet spot for brand engagement</h3> <p>Do all influencers have an impact on consumer behaviour?</p> <p>A <a href="https://fullscreenmedia.co/2018/03/27/influence-numbers-lowdown-whos-really-influential-online/" target="_blank">new study</a> by Fullscreen Media has attempted to find the answer, analysing 31,802 influencers with a range of followings, and surveying 1,200 individuals aged 18-34 who have in some way interacted with their branded content.</p> <p>Overall, it found that digital creators (i.e. those with one to 19 million followers) have the highest cross-social engagement rate among influencer segments – ranging from 50% to 88% higher than celebrities and micro-influencers. This is said to be the ‘sweet spot’ for engagement, resulting in the greatest impact on purchasing decisions.</p> <p>While micro-influencers (those with 250,000 to 999,000 followers) generated the lowest engagement rate among the four measured Influencer segments, this group is still fairly effective at driving purchases. 26.9% of people that viewed or interacted with micro-influencer content went on to make a purchase, compared with just 20.4% who interacted with celebrity content.</p> <p><img src="https://assets.econsultancy.com/images/0009/3254/Influencers.JPG" alt="" width="520" height="801"></p> <p><strong>More on influencers:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69620-only-29-of-influencer-campaigns-use-trackable-urls-for-attribution" target="_blank">Only 29% of influencer campaigns use trackable URLs for attribution</a></li> <li><a href="https://www.econsultancy.com/blog/69801-are-virtual-stars-the-next-step-for-influencer-marketing" target="_blank">Are virtual stars the next step for influencer marketing?</a></li> </ul>