Show and sell: The art of brand storytelling through content and influencers

Today’s consumers have trust issues. Wise to the tactics of marketers, they’ve become immune to most forms of digital advertising. Instead they look to peers, influencers, and online reviews to help them make purchasing decisions — and who can blame them? We don’t hop online in search of the next great advertisement; we’re looking to solve problems, explore the world, and make meaningful connections.

By Allison Roy, 04 October 2019, 0 comments. Categories: Branding, Content Marketing, Influencer Marketing, Social Media Marketing.

SocialPubli: On the importance of micro-influencers and getting influencer marketing into a wider campaign

What do you think of when you hear the term ‘influencer’, or ‘influencer marketing’? The chances are that it’s someone who is either famous for being famous, or a bona fide famous person making a killing from some soulless shilling. Either way, you may wonder: just how are they getting the ROI from this?

At DMWF Global in London back in May, accounting software provider Sage made an interesting point. Could you...

By James Bourne, 18 September 2019, 0 comments. Categories: Advertising, Campaigns, Influencer Marketing, Social Media Marketing.

Brands and influencers still at loggerheads over campaign control – but progress is being made

How much influence should an influencer have over the material they push? A new study from Takumi has found that half of marketers polled want complete control over influencers’ marketing posts.

The report (pdf, email required), which polled a mix of more than 4,000 consumers, marketers and influencers across the UK, US and Germany, found...

By James Bourne, 18 September 2019, 0 comments. Categories: Branding, Content Marketing, Influencer Marketing, Social Media Marketing.

Deepfakes and distortions, scare tactics and suppression: NYU report examines social and the 2020 US elections

A new report from the NYU Stern Center for Business and Human Rights has explored the various forms of disinformation which could predicate the 2020 US presidential election – and how social media companies need to react to it.

Allegations around interference from Russia in the 2016 elections continue to be prevalent. As the Mueller report put it – and as reported by CNN – Russian hackers compromised local election systems...

By James Bourne, 04 September 2019, 0 comments. Categories: Attribution, Content Marketing, Influencer Marketing, Social Media Marketing.

Zero likes given: Kahlua’s latest campaign was true to its roots – but portrayed a serious message

Last month, a curious exhibition took place in New York. The photographs showcased would have, by conventional standards, led to the exhibition being a complete dud.

Yet this pop-up showcase, put together by liqueur brand Kahlua and actress Jackie Cruz, proffered to showcase a different form of creativity. The pictures (below) had been uploaded to the ether of Instagram but had not received a single like between them.

By James Bourne, 02 August 2019, 0 comments. Categories: Branding, Influencer Marketing, Social Media Marketing, Web Analytics.

Learning social best practices from industry experts: Find your voice and make ‘clever’ use of data

If you manage your company’s social media accounts today, it is no longer sufficient to send a fun tweet here or a cheeky Facebook post there. Social has become a key benchmark of customer experience; a treasure trove of data ready to be mined. Yet it can also be a living nightmare if you get on the wrong side of Random Internet Strangers.

So what’s a marketing manager to do in the spare time they have from juggling a zillion...

How Sage is using employee advocacy to create a strong voice on social

Last week, Kim Kardashian West - perhaps the ultimate influencer - put digital ink to silicon and tweeted forth. Yet this wasn't quite a case of affirmation-brought-to-you-by-X. The socialite had visited Jack in the Box and wished for a discussion about the experience "pronto." Underneath, rival fast food brands, from Burger King, to Wendy's, to Steak-umm, were queuing...

How to achieve the best ROI when working with influencers

The majority of marketers (84%) have agreed that demonstrating the ROI from working with influencers is the foremost priority for brands. However, marketers are still finding it a challenge, with 22% saying that proving the ROI of influencers has been their toughest challenge.

As influencer marketing grows and becomes embedded into the marketing strategy of brands, understanding how to achieve the best ROI is crucial to justify budget spending to...

Get the parameters right and influencers could become the saviours of advertising

Opinion The cult of fame has moved from the broadcast world of movies and soap stars to the digital world of social media personalities in no time at all. Instead of films grossing millions at the boxoffice because of a sought after star, now it’s influencers making megabucks in promotional fees based on their follower numbers. Especially for the under 30s.

These changes go far beyond the social media...

Philip Morris’ influencer campaign goes up in smoke following investigation

The influencer marketing ecosystem is one where a fine line needs to be trodden – as Philip Morris has found out to its cost.

The tobacconist announced earlier this week that it was suspending its social media campaigns after a Reuters investigation found one of the key influencers engaged for a new ‘heated tobacco’ device campaign did not fulfil the company’s internal standards and regulations.

Everything marketers need to know about Gen Z: Authenticity with individuality

After years of reading about the woes of marketing to millennials, it’s time for a new group of headlines. We’ve already seen articles that exhort the challenges of connecting with the first generation of consumers who have practically grown up online: Gen Z.

But Gen Z, for all the ways they seem to be changing the world around us, aren’t a mystery. We know exactly what these consumers want and, even better, we know exactly how to connect with them.

This is about to become a huge factor to...

FMCG goes direct-to-consumer – but don’t expect a Tony the Tiger Facebook page any time soon

Opinion Last month Kellogg’s – joining a host of established FMCG brands – launched a new foray into the direct-to-consumer (DTC) market as it hired a new director of eCommerce platforms.

I would be surprised if this news made any jaws drop (except maybe

Instagram beats YouTube as top influencer platform as brands see rewards for better disclosure

Instagram has topped YouTube as the number one platform for influencer content – with brands heeding consumer interest and moving towards ‘honest disclosure’ of partnerships.

That’s according to new research from Rakuten Marketing. The company, in its 2019 Influencer Marketing Global Survey which polled 3500 consumers and 700 marketers globally, saw Instagram cited by 65% of those polled as where they most...

For brands with purpose, the future is authentic

Brands are increasingly expected to make a difference to more than the corporate bottom line. Organisations have been so successful at articulating their brand values, that brand leaders now feel the weight of consumer expectation to make a positive difference in the world – environmentally, socially, politically. This expectation is reshaping brand marketing, requiring a new authenticity, new channels, new technologies—and fundamentally, a new attitude to brand risk.

Consumers reward brands with...

By Brett Zucker, 25 February 2019, 0 comments. Categories: Best Practice, Branding, Case Studies, Customer Experience, Influencer Marketing.

Brian Solis: On CMO pressure, nailing customer journey touchpoints and the rise of Influence 2.0

Brian Solis, principal analyst at Altimeter Group, explains why the role of the chief marketing officer is one of the most stressful in any forward-facing organisation. “The customer has dramatically changed; they’ve been dramatically much more connected, informed and empowered,” he tells MarketingTech. “Technology in marketing in general – you have cloud, artificial intelligence and machine learning now, all these different things you have to simultaneously...

How brands can play the driving role in the evolving influencer marketing arena

Influencer marketing has become all the rage in an industry where social media is increasingly at the epicenter. The early days of influencer marketing were characterised by a less than structured approach and lacked what would usually be considered a stitched-up strategy. Then larger brands began dabbling in the space under the advice and counsel of third-party influencer marketing specialists, who brought methodology to the process. The net result was a rise in...

By Kelvin Cery, 18 October 2018, 1 comment. Categories: Campaigns, Content Marketing, Influencer Marketing, Social Media Marketing.

Keep a step ahead: embrace new social media platforms for influencer marketing

It’s fair to say we’ve evolved significantly from our 18th century ancestors, in every possible area of our lives, but when it comes to influencer marketing…? Well it turns out Wedgewood and the Royals were playing our game long before social media came into the fore. 

Luckily, we’ve amassed a wealth of experience and knowledge about how to make...

Why even the biggest brands are favouring the power of micro-influencers

The rise of social media has seen a big increase in the use of brand influencers. In the last two years, “influencer marketing” as a search term on Google Trends has risen by 400%. But working with the right sort of influencer is critical – you must choose one which fits well with your brand and has an authentic voice. Biggest is certainly not always best when it comes to influencers.

Pepsi’s controversial...

Why brands have been left wondering how to make friends and manage influencers

At the Cannes Lions festival in June, Unilever’s CMCO Keith Weed demanded urgent action to rebuild consumer trust before, like an ephemeral puff of smoke, it’s gone forever.

Unilever’s focus is on retaining trust amidst the rapid rise of influencer marketing and the concomitant issues of transparency, integrity and measurement. Now brand marketers everywhere are sharing the FMCG giant’s concerns and...

By Pau Sabria, 20 August 2018, 0 comments. Categories: Branding, Content Marketing, Customer Experience, Influencer Marketing.