Study: 98% of Real-Time Marketers Report Positive, Measurable ROI

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Social media intelligence and marketing company Wayin conducted a study of 200 director level and higher marketing professionals who are currently practicing real-time marketing.

Real-time marketing has matured since Oreo dunked their cookie in the dark and has become an integral component of a brand’s marketing strategy. In fact, 98% of respondents report positive return on their real-time marketing efforts; 89% of respondents have fully tied their real-time marketing efforts to measurable business goals; 56% believe real-time marketing help build customer relationships; 59% plan to increase their real-time marketing budget in the next year.

But, 40% of real-time marketers do not take action around timely news and trends regularly and 60% execute social media content creation on their own social channels rather than, in addition, via other marketing channels indicating there is room for improvement.

Download the report to get an overview of the real-time marketing landscape, find out which strategies tactics and tools successful real-time marketers are employing, learn what percentage of real-time marketers’ budgets are being spent on the practice and how well-versed real-time marketers are measuring the impact of their efforts and how they are calculating ROI.

Download here.

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Study: 98% of Real-Time Marketers Report Positive, Measurable ROI

5 Ways to Improve Your Influencer Marketing

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Influencer marketing is becoming a standard in brand marketing strategies as more brands are beginning to see it as a viable consumer acquisition channel with low costs and strong returns. Brands are also realizing how influencer marketing improves campaign reach by allowing marketers to target niche consumer groups with native ad content that resonates more deeply and drives quicker conversions.

However, with all of the fanfare around influencer marketing, many brands still struggle to measure return and qualify the results in order to justify the ad spend. This will change as the industry building around influencer marketing is becoming more tech driven.

I look at the phenomenon of influencer marketing as a three-wave evolution that began with the birth of the social media influencer. This first wave was sparked by consumers, who first- and perhaps coincidentally- demonstrated the viability of native advertising on social media by sharing new products, trends and brands with their friends and fans, thus introducing these brands to new audiences.

The second wave was marked by a grand awakening where brands realized this marketing potential and began flooding to social media with intent to leverage new found influencers and engage and convert new consumers.

Now, with influencer marketing on the rise and all hands (i.e. brands, consumers and influencers) on deck, we’re entering into the third wave where brands, consumers and influencers are all looking for more measurable return on their investment into social media. Brands want more consumer conversions and measurable results, consumers want more deals in return for giving brands attention and influencers want more money and opportunities for extending their networks.

In this next wave, automated technology and intelligence will play a bigger role than ever, supercharging influencer marketing strategies to meet this growing demand for results.

Here are a few benefits of integrating more smart technology in influencer marketing:

Identifying Consumer Behaviors

Understanding consumer behaviors is one of the main objectives of analyzing advertising. Where traditional advertising was limited in identifying consumer behaviors, today’s tech platforms are better equipped to make sense of data to address consumer concerns and target them with relevant advertising. In fact, companies that use marketing automation are three times more likely than companies without automation to track and attribute their content-marketing efforts to multiple touchpoints.

Social media tech platforms can identify what photos generate the most likes or comments, what time of day is best to post and which influencers are driving the most engagement. In essence, what would take months of research and analysis at the hands of an internal marketing team can be outsourced to a single technology platform almost instantaneously.

Matchmaking Brands with Influencers

When venturing into the world of influencer marketing, a key concern for brands is understanding which influencers to partner with and what kind of campaigns work best. Facilitating this process manually can be very labor-intensive as some influencers are difficult to reach through the flood of inbound inquiries- that is once you’ve sifted through the tons of influencers accessible on social media.

Digitizing this process helps both influencers and brands identify who to work with on what campaign, making it easier to vet opportunities to find the best fit. In fact, roughly 70 percent of influencers recommend working with a network. Key reasons are that results can be broken down according to followers, reach, geographic location, vertical, price and more, enabling brands and influencers to clearly understand the budget, skillset and expectations before entering into an agreement.

Decreasing Workload

Managing influencer marketing campaigns can also drain resources and be very time-consuming. Everything from crafting the campaign to organizing content into distribution channels to evaluating performance requires a lot time and effort. We now have the technological means to automate every step of this process, thus decreasing the workload of campaign managers and freeing them up for more opportunities.

A 2015 study analyzing the benefits of automated marketing platforms revealed that automating the marketing process reduced human error and took repetitive tasks out of marketers hands, allowing them to focus on new and more exciting projects. They were able to direct their attention to monitoring the overall results in line with campaign initiatives versus facilitating and managing each task.

As technology improves and results become more consistent and transparent, brands will become more comfortable with the idea of relinquishing these heavy duty tasks to a programmatic system.

Producing Monetary Returns

There are a lot of ways to measure ROI, but arguably the most important is tracking revenue. Brands and influencers are in the influencer marketing business for the same reasons anyone is in the ad business- to make money, regardless of whether or not that is the key motivation or the end game. Technology platforms using intelligence to automate influencer marketing increase monetary ROI for marketers as the manual workload is decreased.

A study analyzing lead generation of general marketing effectiveness revealed that 78 percent of successful marketers credited automation systems as most responsible for improving revenue. Another revealed that companies using some sort of marketing automation see 53 percent higher conversion rates than non-users, and an annualized revenue growth rate of 3.1 percent higher than non-users.

Ideally, more advanced programmatic technology would be able to quickly identify what each consumer responds to, select the most relevant influencer and type of content and then immediately push that content out to the appropriate channels to maximize return. I believe we’re on the cusp of this.

Finding New Deals

Finally, it’s all about the new deal. According to a marketing automation trend report, the #1 benefit of marketing automation among B2B marketers, is generating more and better leads. However, brokering deals the traditional way is cumbersome. It requires extensive research, legal expertise to facilitate contract negotiations as well as administrative and support teams just to get the ball rolling. In an industry where things are moving at light speed, there’s little time to waste structuring the next opportunity.

It’s not that our current string of tech platforms aren’t equipped to handle every phase of marketing, but rather that marketing teams aren’t quite ready to put such responsibilities in the hands of automated systems. Nevertheless, we’re certainly moving to a space where as the technology becomes more efficient, reliable, transparent and continues to produce desired results, we’ll rely more on automated technology to do the heavy duty work of much of our in-house operations.

We’ve outlined the benefits, have done the research and have current working examples of how a future with automated marketing will play out. All that’s left to do is support and trust the technology we’re building and keep track of its performance.

This guest article was written by Francis Trapp, CEO of Berlin-bred influencer network Brandnew IO, an influencer marketplace which connects influencers with brands like Coca-Cola, ESpirit, L’Oreal, Nissan, Ford, Asos, Guess and others.

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5 Ways to Improve Your Influencer Marketing

12 Steps to Increasing Conversions by 25%

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If your goal is more conversions, there are steps you can take right now to make that goal a reality. The good news is, most of these actions don’t don’t require any investment other than time. Here are 12 tips that can help you achieve as much as 25 percent more conversions.

1. Use Video Explainers on Your Landing Pages

According to Unbounce, video leads to more conversions by keeping people on your landing pages for a longer amount of time, and by boosting trust through the humanization of your business. Add a CTA to your video and use people, characters or imagery in the video to point to your page’s conversion goal.

2. Set Videos to Autoplay

Websites that automatically play videos can annoy visitors by slowing browsing or bombarding the visitor with a barrage of sound they weren’t expecting. The one exception is landing pages. You have so little time to hook your visitors, you can’t waste even a moment hoping your visitors will hit play.

3. Make Your Calls to Action Stand Out

Create your CTA buttons using contrasting colors so that they stand out from the rest of the page. Place them above the fold and have people or objects in surrounding images point toward them.

4. Create Consistency Across Channels

Your theme, images, fonts and layouts should be consistent across channels — online and off. Unify the design of online ads, landing pages and social pages. But also make sure physical elements like your shipping label template and business cards unmistakably project your brand.

5. Create Unique Landing Pages

Landing pages should be designed to convert visitors from just one entry point. Create unique landing pages for Facebook, Twitter, email, organic, PPC and every other entry point. If not, the design of your landing pages will not match the ad that your visitor clicked to get there.

6. Tailor Your Value Proposition

Make sure your value proposition matches the target. On your social LPs, for example, speak to visitors who are coming from the top of the funnel and who may not know much about your brand. On your PPC pages, remember that you’re trying to entice people coming from the other end of the funnel.

7. Repeat Your Ad’s Promise on Landing Pages

Reassure your visitors that they’ve landed in the right place by repeating the central promise of your ad on your landing pages. If your ad says “20 percent off shoes,” use the same language in your LP’s headline.

8. Include a Phone Number

A phone number reassures your visitors that they will be able to contact someone if there is a problem, that there is a human being behind the business, and that they aren’t giving their information to a fly-by-night website.

9. Include a Free Trial

A free trial projects confidence in your product, and it also works to alleviate the natural hesitancy of buyers who are not yet sure. When you offer visitors a 7-day trial, they can commit knowing that they will still have time to think about it even after they complete the purchase.

10. Conduct A/B Testing

Test variable headlines, images and most importantly, CTA buttons. Monitor the results and let your audience choose the ones that stick. Results are the only thing that matter — leave emotion out of the equation.

11. Include Social Testimonials

Testimonials don’t carry as much weight as they used to because anyone can fabricate them. But social testimonials — screenshot evidence of glowing tweets or other social posts — prove that previous buyers were satisfied after purchasing.

12. Ask for a Share on the Way Out

Finally, use your confirmation pages as an opportunity to turn buyers into brand ambassadors by asking them to share their purchase experience on social media. People across every demographic are influenced by positive social reviews from their peers.

You don’t have to revamp your entire social strategy to achieve big conversion gains. Coordinate your social ads with strong supporting channels like landing pages. Unify your branding, use video wherever you can and test your results against variables.

This guest article was written by Nick Rojas.

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12 Steps to Increasing Conversions by 25%

Gross: Guy Pops A Giant Zit on His Face And Then Eats It

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Working with Innocean, Dallas-based candy store Atomic Candy is out with a very Skittles-like commercial in which a guy, looking at himself in the mirror, realizes, he’s got a zit. But the zit is actually a piece of candy.

He squeezes the candy, it falls into the sink and then he eats it. If your stomach isn’t turning at this point then you probably should watch the rest of the commercial. Because it’s like the biggest zit explosion you’ve ever seen.

So, yea, it’s just a candy commercial but still.

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Gross: Guy Pops A Giant Zit on His Face And Then Eats It

Headed to Cannes? Here’s Your Handy Beach Map

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In case you don’t feel like attending sessions at Cannes like a good delegate and would rather spend your days on the beach soaking up the sun and stealing glances at those young, up-and-coming creatives who are more than happy to frolic on the beach as if it were Spring Break, Italian agency, Aylene Gardider has you covered.

Just as they did last year, the agency is out with a map of the beaches in Cannes so you can be sure you’re meeting up in the right spot. Feel free to download the full sized version below.

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Headed to Cannes? Here’s Your Handy Beach Map