The pandemic has created an uptick in social media activity, with 32% of polled social users in the United States reporting an increase in their social media activity. This added activity and attention have put pressure on brands to deliver value to followers. With the need for brand authenticity and the rise in socially conscious spending, brands are trusting the guidance of influencers for their products. In fact, 63% of consumers trust influencer opinions more than testimony from the brand itself and 58% of consumers have purchased products because of an influencer's recommendation.
Influencer marketing is not a trend; rather, a sign of a greater shift in the priorities of consumers and the direction of marketing campaigns. According to Influencer Marketing Hub, this market is expected to grow in size from $9.7 billion in 2020 to $13.8 billion in 2021.
Ideally, the use of an influencer should be symbiotic for companies and consumers. The companies create brand awareness and extend their reach while consumers gain trustworthy and knowledgeable information about a service or product. Utilizing an influencer research tool like Upfluence can identify the saturation of influencers (i.e., how many other brands are actively linked with that individual), as well as other factors like message/imagery engagement.
When assessing successful marketing, the strategies associated with influencer relations and activations cannot be ignored. Recently, Hart Copywriter, Social Media & Content, Caeli Barnes moderated a sit-down with Associate Creative Director Jeff Payden, Senior Account Executive JoAnna Sorosiak and Senior Strategist Sam Williams to discuss and gain perspective into the world of influencers and their role in advertising.
The concept of authenticity is one that has long been debated, from water coolers to chatrooms. In a world where deep fakes are an ever-growing presence, and people believe reality and truth often exist independent of one another, how consumers value authenticity is a matter of increasing importance. In fact, an overwhelming 90% of millennials say brand authenticity is important, with nearly three-quarters of that group suggesting family and friends are the most authentic – that is, trustworthy – sources of social content.
Marc Paulenich has spent his career crafting strategies that influence campaigns and shift business planning in favor of critical thinking. Over the past few months Marc has toured the country speaking at conferences and with clients about preparedness and strategic planning in the year ahead. While every new year brings the usual doses of optimism, excitement and trepidation, 2020 seems a little different. As one meme states: we're closer to 2050 than we are to 1990.
For many prospective and current clients, the idea of having that big moment over social media can be extremely intoxicating. We all want to think we’re the ones creating the “viral moment.” But what happens when there’s a viral moment and you weren’t the one to start it? More so, what if the moment is happening and it doesn’t align with your company’s values?
It has not been all that long since I was Director of Marketing at a healthcare organization that sold software and services directly to independent medical providers. Consider that for a second. Our target was an ever-shrinking audience, a community of doctors who essentially understood that their future would be better tied to a large corporation than on their own.
With a strong economy comes opportunity. With opportunity comes prosperity. Unfortunately, in the construction industry the opportunity is there, but there are few who have the ability to take advantage of it. Of course, I am speaking about the workforce shortage.
Tomorrow, I’ll be participating in the Columbus Chamber of Commerce Retail Summit 2019. So, why does a marketer care about supply chain and logistics? Because your battle to provide great customer experience is either won or lost in the trenches of supply chain and logistics. A recent Harris Poll indicated that 48% of U.S. marketers believe brands have an excellent ability to provide an exceptional customer experience. However, only 22% of customers believe brands and retailers provide an exceptional customer experience.