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Six Ways to Improve Your Millennial Marketing

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According to the Pew Research Center, Millennials are the nation’s largest living generation. They are a age bracket that lack a long attention span; they crave experiences, activism, and constant connection. They are an age group that doesn’t settle, which means your marketing initiatives have to be a bit more creative in order to attract the right attention.

If you’re a business that wants to attract millennials, but haven’t figured out how, these are some of the best tactics you can use to create a relevant relationship between your brand and Generation Y.

Know what you’re after. If you’re confused about your business goals, your customers are just as confused. The millennial generation wants to associate with brands that are just as confident and deep-rooted in its values as they are. Developing an understanding of your industry and knowing what your product can do for the millennial consumer is half the battle.

Market where the millennials are. Generation Y are consistently connected. If a portion of your marketing dollars aren’t invested in a responsive website and mobile ads, your chances of reaching your target audience are minimal. Responsive websites make sure your web page displays optimally on all platforms, ensuring they’re always user-friendly.

Speak their language. During the 50′s and 60′s, marketers spoke to the consumer’s desire to go against authorities – the need to “stick it to the man.” Today’s millennials aren’t so much about resisting authority, but instead solving the problems the authority presents. Pay attention to the causes your audience cares about, but be careful about getting too political or too opinionated. You want to entice your audience with ways that they can help, not scare them away by presenting harsh criticisms or challenging positions.

Create a friendship. Millennials don’t want to be treated like a consumer; they want to be addressed as an equal. This generation of shoppers tend to be loyal to a product or service if they can adopt everything the brand represents. Create a relatable culture for your consumer and they will come.

Be transparent. Information is all too easy to access, making it vital for companies to be as open and honest as possible. If something goes awry (with the production of a product for example), you can bet it’s going to be covered on a number of media outlets that millennials pay close attention to. This generation may dislike what’s happened, but a brand that is real with their consumer is a brand that stands a better chance of keeping that individual as a customer.

Offer an experience. Millennials love being a part of something. Brands that create experiences for their audiences succeed with the millennial market. Look at Budweiser’s campaign to find the golden beer can. They’re playing on the nostalgia of Willy Wonka and the Chocolate Factory (a movie nearly every millennial has seen) and the advent of winning a prize. Regardless, everyone’s a winner because they’re getting what they want (a case of beer) with the added bonus of possibly winning a prize.

This guest post was written by Chloe Rapp from [ 2 one 5 ] Creative, a Philadelphia web design and branding company.

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Six Ways to Improve Your Millennial Marketing

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

Samsung Vacuum Cleans Up After Crazy Hipsters Who Act Like Hyperactive 12-Year-Olds

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Yea, yea, yea, we get that this ad for the Samsung POWERbot vacuum cleaner, basically a Roomba made by Samsung is supposed to be ridiculously over the top. And it is. But, seriously?

This is like a Verizon ad with a dad who doesn’t know how to use the internet or a beer ad in which a guy uses a soundproof booth to call his wife and lie about the fact he’s at a bar with friends or another beer ad in which a bunch of hipster hijack a beer truck. Yea, you’ve seen those ads.

Yes, ads with idiots. And that’s exactly what this Venables Bell & Partners ad is all about.

You see, we have a bunch of grown adults…and a monkey (or some two-legged creature that isn’t human) playing the piano…partying like a bunch of hyperactive 12 year olds at some neighborhood birthday party.

And then it’s the morning after. And then we see the Samsung POWERbot do its thing. Yea, we suppose this scenario is way more fun than a vacuum cleaning up after actual hyperactive 12 year olds at a birthday party but that would be too obvious, too practical, too real world. Nah, this is advertising. Where nothing is real and nothing is practical.

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Samsung Vacuum Cleans Up After Crazy Hipsters Who Act Like Hyperactive 12-Year-Olds

INFOGRAPHIC: What (And What Not) to Do If You Want Your Content to ‘Go Viral’

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Oh you’ve gotta love those online college degree schools for their content marketing savvy. They’ve mastered the art of creating compelling and informative infographics that double as a promotion for the school.

That’s not a slam. Just an acknowledgment. Anyway, here’s a well thought out inforgraphic from Best Marketing Degrees on viral marketing. It’s got examples of successful virals. It’s got examples of failed virals. It’s got tips on what you can do to increase the likelihood your content will go viral and its got tips to keep you out of hot water.

Check it out below.

Viral Marketing
Source: BestMarketingDegrees.org

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INFOGRAPHIC: What (And What Not) to Do If You Want Your Content to ‘Go Viral’

Without Admitting Its Products Were Ever Bad, Johnson’s Touts Reformulated Baby Products

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Without admitting the ingredients formaldehyde and 1,4-dioxane, present in 100 of its baby products, Johnson’s Baby, which earlier this year began introducing reformulated products, is out with a delightfully fuzzy, feel good campaign touting the removal of those ingredients.

In essence, the brand caved to consumer pressure and reacted “solely to ease moms peace of mind” so says the press release.

Created by Light of Day Productions, a new two-minute video has Johnson & Johnson parents and their kids making 1,000 origami cranes filled with promises which are then hung from the ceiling.

While the ad acknowledges the fact ingredients were removed, it doesn’t really tell us that other chemicals replaced those that were removed. We’re no scientist and we’re not saying these new chemicals are bad…we’re just saying.

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Without Admitting Its Products Were Ever Bad, Johnson’s Touts Reformulated Baby Products