In a world where over 200 million pieces of content are uploaded to the internet every single minute, the fight to rise above the noise is every marketer’s challenge. But a new weapon has emerged in the battle for online attention: influencer marketing, a channel born out of several trends converging at the same time.
First, we have the proliferation of social media, which now collectively boasts over 2.3 billion active users. For perspective on that number, there are less than 2 billion smartphones in the entire world right now. Facebook drives nearly 25% of all referral traffic on the entire internet!
Second, traditional advertising spend is on the decline, due in part to cord-cutting younger demographics spending less and less time watching television or reading newspapers and magazine.
Third, while digital ad spend is growing every single year – it is set to overtake TV for the first time in 2016 – its effectiveness is continually being called into question. The average click-through rate (CTR) for display ads is reported at 0.06%. In light of the recent news that Facebook was misreporting its video metrics to marketers, some wonder if we know as much about digital advertising as we hope.
Fourth, ad blocking is on the rise as consumers vote with their actions against digital ads that interrupt the viewing experience and slow down web page loads.
Finally, the emergence of the online superstar. Between YouTube, Snapchat, Vine, and Instagram, consumers (especially millennials) are spending more and more time in direct-to-fan digital environments, where there are no barriers to interaction and communication. The days of Hollywood studios creating and breaking the next major star are long gone. The three most-followed users on Twitter are all musicians, each of them more popular than the President of the United States!
The Time for Influencer Marketing
It is now easier than ever for product and brand recommendations to be shared both online and offline. Word-of-mouth referrals – or “earned marketing” as some label it – consistently carry the most impact in consumer advertising. This is especially the case for Millennials, who put more trust in product endorsements from friends, family, and celebrities than any other form of advertising. Nearly three-quarters of all consumers rely on social media to help guide their buying decisions. Here is “influencer marketing” search trends from Google:
Influencer Marketing Defined
The tides have officially turned on what is considered an influencer. A custom study performed for Variety magazine that explored the popularity and influence of famous talent showed the following results:
Eight of the top 10 slots in a survey ranking talent conducted exclusively for Variety are now commanded by YouTube creators, more than the six revealed last year in a nearly identical survey. In other survey findings: Teens’ emotional attachment to YouTube stars is as much as seven times greater than that toward a traditional celebrity; and YouTube stars are perceived as 17 times more engaging, and 11 times more extraordinary, than mainstream stars.
Brands from all different industries are utilizing these new digital influencers to promote their products and engage with targeted audiences:
- Lord & Taylor organized 50 Instagram influencers to show off the same dress at the same time, promptly selling out of inventory.
- Birchbox partnered with lifestyle blogger Emily Schuman to curate one of their monthly beauty boxes, reaching over half a million consumers primarily through Instagram.
- The Las Vegas Convention and Visitors Authority let famous producer DJ Khaled take over its Snapchat for two days, which resulted in over 400,000 views and 25,000 new followers.
- Fox movie studio worked with a YouTube makeup artist to promote an upcoming horror film, resulting in organic reach of over 2 million and higher-than-average content engagement.
- truth, an anti-smoking non-profit, enlisted social media influencers to produce an original song and music video, which got its accompanying hashtag to the top of Twitter’s trending list during The GRAMMYs.
There are countless reasons brands get involved in the influencer marketing game, none more prominent than the following:
It can be genuinely authentic. When brands work with the right influencers to create the right promotional content, it results in an exceptional experience that is not viewed as cheesy or too sales-y. Look no further than the Marshawn Lynch and Skittles story, which is as authentic as you get. Warning: off-the-shelf paid endorsements can easily backfire.
It is measurable. Like every other marketing channel, influencer campaigns can be measured in different ways depending on the objective. From brand mentions to social following to immediate calls-to-action, smart marketers can easily track and analyze influencer marketing activity accordingly.
It works. How does $6.50 return on every dollar spent sound to you? How about 11x the ROI of other digital media channels? What about $9.60 in earned media value for every dollar spent on influencer marketing?
Power Your Influencer Outreach With Analytics And Automation
Influencer marketing is redefining the power of voice. Leveraging the clout of authoritative and influential voices can be the difference between a ripple and a tidal wave. There are several tools in the market which can help brands manage their influencer marketing effort with ease.
NinjaOutreach is a good example of such tools, it is a combination of prospecting database and outreach tool. Brands can search for bloggers and influencers in the tool and reach out to them to launch promotional campaigns based on their marketing needs.
Using the tools, brands can also find guest posts, product reviews, and link opportunities. When done right, influencer marketing can have a significant impact on brand awareness and audience engagement.
5 Reasons Why Print Is Still Important in the Internet Era
Over the last decade, digital marketing has come to the forefront of most businesses’ marketing strategies. Also called internet marketing, digital marketing is a way of promoting a business over the internet using tools that help drive traffic, leads, and sales. Digital marketing is a broad term that consists of a range of marketing tactics – including search, paid media, content, email, social media, and more.
When it comes to the success of your business, digital marketing plays a crucial role, but this doesn’t mean that the Internet is the only place your branding appears.
While digital marketing and your digital branding are essential and fundamental, there are many times you need print marketing materials to make a tremendous real-world impression. While web pages are often skimmed in slightly less than 1 minute, visually engaging print materials can live in streets, offices, and homes for years. Print marketing can play a vital role in supporting digital marketing campaigns. It is still a very powerful method of advertising, providing a different way to engage the audience, driving an omnichannel marketing experience.
#1 Print helps you reach your target market
In the modern Internet era, everything can be done online from buying furniture for your home to movie tickets for your favorite films. The Internet has revolutionalized our lifestyles. This change is also why businesses are aggressively marketing their products and services online. However, for specific demographics and niche markets, the Internet is still unable to reach them or convert them effectively. Therefore, print publications can still work effectively in such situations.
#2 Print helps you get physical
Unlike digital marketing, print marketing materials are something that you can hold in your hands. You can see, touch and feel them. It helps to create a physical customer presence when you need to come in physical contact with your customers, like in a retail store or at an event.
#3 Print helps you grab attention and build relationships
Engagement is key to a successful marketing campaign. Without it, you would have no point in trying to advertise. Consumers often skim websites in slightly less than a minute. Studies have also shown that people are reading digital platform 20% to 30% slower than they do on printed materials. So if you want your content to be adequately understood from the beginning to the end, a brochure (or any form of print media) is the way forward. Print media is also a trusted form of marketing channel and has a host of content areas: news, information, inspiration, education, special offers, and entertainment. Tapping into print is a great way to start a solid relationship with a potential customer.
#4 Print helps your customers to remember you
Not everyone has their phone ready to look up for your Twitter handle or LinkedIn profile, and who can ever find a pen whenever they need one? Business cards are still relevant in today’s world when you’re networking with potential clients, vendors or colleagues. This goes the same if you have none of the print marketing materials ready for your customers to remember you or your business, it is hard for them to look up for you again on the Internet.
#5 Print helps you develop an omnichannel brand experience
When people are becoming more and more blind to digital advertising, print offers an alternative medium to connect with your audience. It can also help maximize impact around a product launch or announcement by building an integrated marketing campaign that brings the best of both worlds (online and offline) together.
If you take a look at your business today and ask yourself, “Does my brand stand out from others?” If the answer is no, then you will have to do more. 9 out of 10 people that compare brands will go with the one they recognize. The only way to make sure that they can recognize your brand is by getting your brand out in public and making sure your brand is on as many platforms (that matter the most) as possible.
When most people contemplate on diversifying their digital strategy, they immediately think about incorporating some digital method that they aren’t currently using – such as social media platforms, live streaming video, or blog posts. However, true diversification would be to look at exploring a medium that’s different.
Unlike other forms of marketing, print can have an effect for a longer time. And it is a form of marketing that still has a place in an integrated marketing strategy.
So start dipping your toes in the uncharted water and work with a good printing service provider to get your campaign running – and don’t be alarmed if you like what you find and end up diving headfirst into the deep end.
How Can You Use Quizzes to Generate Leads? – INTERACT
The state of digital marketing is always changing. Therefore marketers have to keep up with the pressure of adapting when necessary. Digital marketers are continually finding the most creative ways of generating leads or collecting new email subscribers. With the crowded online space, it is increasingly harder for marketers to stand above the crowd. Moreover, research has shown that the average human attention span is rapidly declining. And this will mean that the method you are adopting now for your lead generation or email collection will no longer work as effectively.
There is a rising popularity where quizzes have become a recurring motif on one of the favorite method of lead generation. Quizzes are a method that is slightly overlooked but a potential pot of gold – and it honestly makes lead generation fun.
According to Steve Olenski, you can gather tons of information about your website visitors, when they are having fun answering a quiz, and it is an excellent way to generate leads.
In this article, I will recommend a tool you can use for setting up fantastic quizzes and guide you through how to create a quiz with this tool which can have a potential of growing your email list by 300%!
12 Digital Marketing Certifications You Can Get in 2017 / 2018
Most organizations prefer digital marketing professionals with recognized certification as an additional qualification. There are plenty of certification courses that are now available online. However, without any defined guide, the learning about the various aspects of digital marketing can get very confusing. This post aims to address this issue by encompassing a comprehensive list of some very well-crafted courses so that you can kick-start your learning journey and also embellish your resume.
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