Marketers can limit the potential of their influencer efforts if they prioritize individuals with high follower counts that can be plagued by bots over high engagement rates, miscommunicate the brand mission and vision, and fail to focus on long-term relationships, writes Markerly co-founder Justin Kline. Other influencer mistakes include paying influencers too little, failing to maintain relationships and failing to repurpose content to maximize investment returns.
MMM, MTA, TMA? That last one is "too many acronyms," and yes, we made it up. If the measurement space feels like swimming in alphabet soup, you're not alone. Our recent report breaks down the most common types of measurement and attribution to help you find the one that works for you. Dive in.
The "perception of humanness" is the key to creating business-to-business content experiences that inspire trust, writes B2B marketing strategist Ardath Albee, adding that storytelling focused on empathy is a critical component of such content. "The closer you can get to your buyers and customers seeing your story as their story, the more humanness will be perceived as present in our content experiences," Albee writes.
Commerce media is becoming an increasingly important tool in the marketing arsenal as evidenced by the rise in retail media networks and will expand with the growth of online shopping capabilities and new ad formats, says Brian Gleason, Criteo's chief revenue officer. A foray into commerce media should begin with conversations with "current and potential partners about how they are preparing for a more consumer-centric, privacy-first future" and "prioritize the day-to-day performance metrics that are proven leading indicators of higher-level business goals."
Social platform Discord has proved popular with gamers and tech types since its launch seven years ago, and now it's finding new growth among fashion brands and the fans who follow them. Resale player StockX launched a presence on the platform last June and drew more than 20,000 members on its first day, and others including Gap and Adidas have also created Discord servers.
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Chewy is inviting social users to share photos of pets that look like Chewbacca to mark "Star Wars" Day, or "May the 4th Be With You." The winner will be the star of the brand's next "Star Wars" push, take part in a custom photo shoot and be given products from Chewy's "Star Wars" line.
TikTok is offering brands the ability to add cookies to its site conversion pixel to track activity and is requiring those employing the practice to share third-party cookies with the social platform. Disruptive Digital co-CEO Maurice Rahmey says, "At a surface level, it doesn't make sense to go down the third-party cookie route when you know cookies are going away, but the opportunity to win and shift ad platform budgets is [happening] right now."
The likelihood of social media purchases increased by 30% for those who use Snap, and more than eight out of 10 users interact with brands on it, a report from the company reveals. The analysis also found that those who discover a brand on Snap or try a branded filter are nearly 2 times more likely to make a purchase.
Some brands have been posting playful tweets about Elon Musk's pending purchase of Twitter, such as Wendy's and Steak-umm, while others are on alert as he pulls some brands into his "orbit," writes Garett Sloane. Musk recently tweeted his intention to purchase McDonald's and fix the ice cream machines, and said he's buying Coca-Cola and adding cocaine to the formula, which could have been sparked by its "to the moon" tweet about their new Starlight flavor.
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