Ten Steps For Influencer Marketing Campaigns

Standard

Priming your content for the Omnichannel customer requires marketers to map out all possible content marketing touch-points and points of Influence for your audience. Influencer Marketing as seen from data shared by Tomoson is seen as one of the most effective Content tacticfor online customer acquisition.

03_Most-cost-effective-online-customer-acquisition-method

omni-channel-content-strategy

Your influencer marketing campaign requires a strategic view of programs and channels that work for you. According to eMarketer research has shown Influencer Marketing campaigns provide an average value of USD 6 across categories and for certain categories value can be as high as USD 14 for every dollar spent on Influencer marketing. The lead channels for Influencer marketing identified by Tomoson are Blogs, Facebook, YouTube, Instagram and Twitter.

06_Most-effective-platform-for-influencer-marketing

earned

content2

Influencer Marketing is all about making Brand Content interesting for the user. The engagement of Influencer content is based on the interest of the user for the context that you are engaging the user with.

140519.sponsoredpost

Ten Steps For Influencer  marketing Campaign
Define your Influencer  Marketing Campaign Goal

Some of the influencer marketing goals are in the Infographic below. The goals can vary from awareness, creating preference, increasing brand affinity, engagement or brand loyalty. The campaign goals can help you arrive at specific objectives such as reach, follower and fans growth, shares on social media, posts, conversions and referrals.

IMG

Identify the Context that Resonates With Your Audience

Influencer Content that is contextual is likely to resonate better. Influencers that are pertinent for the core brand value proposition can make your posts more engaging with a higher likelihood of being discovered. Start with identifying broad level interest groups such as Sports, Music, Automotive, Reading, Equestrian, Eating-out. To identify broad interest clusters, it is important to look at the customer journey and top mentioned keywords for your lookalike audiences on social networks and your existing customers.

Once the context and top interests are known you can go with possible influencers and their rankings for different channels.

Decide The Influencer Marketing Campaign Design

Zero in on the campaign design depending on your campaign goals. With the campaign goal that is built around acquisition and awareness, a campaign design that builds in offers featuring influencers is likely to work better. For campaigns that are targeting audiences with a campaign that build brand preference then a campaign design that uses influencers for endorsement with testimonials is likely to work better.

Choose The Content marketing Channels

You may choose to go with more than one content channel i.e., you may use a blog or publisher network influencer program in cohesion with more than one social media channel i.e. Instagram or Facebook. While certain Influencer campaigns perform better on one channel for a category another set of Influencers on a different channel may work for another category. The channels and platforms that are likely to generate maximum trust and at the same time engage users better for your category are likely to get the best impact for your campaign.

Martha Stewart is an influencer for The Home Depot and features exclusive tips on all that is required to designing interiors and making your living spaces state-of-the-art with a link on Martha Stewart Living.

Martha

Another Influencer post on Instagram featuring products from Beauty care works with an assorted collection that lets users choose the right products from an assortment that is right for the season.

Influencer Content Marketing Tactics

Influencer Content Marketing Tactics require that the brand messaging and content marketing impact gets amplified. A social media post from an influencer that gets amplified across other networks is likely to create greater impact for your campaign. An Influencer campaign has a greater amplification  intrinsic to the Influencer equity. Choosing the right tactic requires Influencer campaign to leverage the equity associated with the Influencer by way of messaging and content. One of the tactics could be co-promotion as seen for Under Armour and HTC campaign for UA HealthBox.

Influencer Content Marketing Content Formats

Decide on the Content formats that are likely to work for your campaigns. You can choose from different formats such as long form posts, Video haul, product catalogs or Instagram posts that provide sneak previews or a featured digital property.

Decide on Campaign Discovery keywords

As Influencers build on the affinity for your brand, for your influencer campaign to be amplified, it is critical that you go with Keywords that will get your campaign discovered by target audiences. Content Amplification that takes place through post sharing is correlated with referral links according to a BuzzSumo study. For your influencer marketing content to be amplified, keywords for targeting should be matched to search queries for the target audience. Depending on the channel that you choose for your Influencer campaign and the design, you can build on campaign effectiveness by articulating the search keywords.

Advertise Your Influencer Marketing Campaign

It is important that you promote your Influencer Marketing campaign with Native Advertising formats so that your content appears seamlessly integrated with the users viewing experience. Publisher posts can help you achieve your reach goals for Influencer campaigns. Search Engine Marketing can be another way for your campaign to be discovered.

Promote The Influencer Marketing Campaign Outcomes

For an Influencer marketing campaign based on interactions, promote any outcomes for amplification such as winners of giveaways and contests.

Key Measurement Metrics

Develop a performance measurement metric grid that measures campaign performance for the different objectives.

Ten Steps To Remarkable Branding With Design

Standard

Integrating user experience design in your branding and marketing requires a fresher look at how consumers interact with your brand and consume content.

“By using User Experience Design (UXD), companies can find out how messages are framed and where messages are transmitted and received. The combination creates a measurable context to help us understand how consumers use brands and consume content.”

Continue reading

7 Insights For Email Marketing

Standard

Based on a study of over nearly 750 companies representing 3,000 brands in 40 countries, the email benchmark study done by IBM, and Experian’s Q2 2016 Benchmark report , here are 7 insights for Email Marketing.

Social Media

Open rates during the holiday season are lower, making it important for retailers to increase the frequency during the holiday season. At the same time targeting email subscribers on Social Media  has a higher CTOR (Click To Open Rates). According to Experian, Targeting email subscribers based on their interest in social media can lead to high email engagement for brands. For example, welcome emails sent to subscribers who engaged via Facebook had an 11 percent higher click-to-open rate than other welcome emails from the same brand (22 percent for Facebook welcomes compared with 19.9 percent for other welcome emails).

emailholiday

Key Takeaway : Increase the frequency of emails during the holiday season. Target email subscribers on Social Media to achieve a higher Click To Open rate for your campaign.

Click-Through Rate

Mean click-through rates are 0.80 percentage points lower at 28.6 percent during the holiday season.

ctrholiday

Key Takeaway : Marketers need to factor in lower click-through rates, to achieve their KPIs, despite the increased frequency of emails.

Engagement

Engagement, often called “read rate,” measures how long a recipient reads an email at three different time intervals: “read”(eight or more seconds); “skimmed” (two to less than eight seconds) and “glanced/deleted” (less than two seconds).
Overall, more than half – 53 percent of emails tracked were classified as read, followed by glanced 26 percent and skimmed 22 percent.

engtreadrate

Key Takeaway : With high read rates, emails make for an effective engagement marketing tactic. If the goal of the brand is to engage customers then email should be in your marketing plan.

Transactional Messages

Behavior triggered emails have a better performance rate. Transactional messages have been seen to be a powerful customer contact moment and these statistics bear out the point.

transactional

Key Takeaway : Transactional messages present a new opportunity for brands to engage readers with promotional offers.

Creative Content

Email creative that has a sense of urgency built into it for Holiday campaigns saw better performance. According to Experian, use of a Countdown clock in 2015, saw a higher Click To Open Rate.  Marketing campaigns that included a dynamic countdown clock had a 41 percent higher click-to-open rate and more than double the transaction rate of other holiday mailings from the same brands.

Key Takeaway : Customize your content with tools that create a sense of urgency.

Email personalization

Personalization can help boost the performance of promotional emails. Based on data from April 2015 to March 2016, brands that included personalized subject lines experienced 27 percent higher unique click rates, 11 percent higher click-to-open rates and more than double the transaction rate compared with other promotional mailings.

Key Takeaway : Personalize your message for Holiday Season.

POS Subscribers

For the time period between April 2015 and March 2016, welcome mailings to POS subscribers had a 32 percent higher click-to-open rate than for subscribers obtained from other sources (23.2 percent for POS compared with 17.5 percent from other sources). For online customers offer a chance to subscribe to brand’s emails at the time of checkout.

Key Takeaway : Collect data at POS location that is validated and improve the quality of email data.

6 Ways to Promote Your Gift Cards

Standard

Bizrate

According to Bizrate Insights, a survey conducted among consumers of 5000 eCommerce retailers via an online survey presented immediately after completing a purchase, Gift Cards are seen to be preferred by Millennials, with over 70 percent of 18-34 years, stating a preference for receiving Gift Cards. However, there was a gap among consumers hoping to receive a Gift Card and those who plan to buy a Gift card. The survey was, conducted among 11,067 online buyers, ages 18 and over, in the U.S. and Canada and carried out between November 1, 2015 and November 8, 2015.

According to Card Hub, the size of Gift Card market is projected to grow. In a research shared by CEB TowerGroup, Gift cards represent 18 percent of the money spent by consumers on Holiday purchases and eGifting is likely to trend upwards. The preferred  Gift Cards categories that buyers planned to purchase for Holiday season are Restaurants, Department Store, Coffee Shops, Entertainment and Electronics Store.

GiftcardsresearchRetailers targeting Holiday Shoppers have designed offers on Gift cards that are focused on customers interests and build on the experiential gifting. The search queries for Gift cards increase in the first two weeks of December and the top search queries for 2015 were restaurant gift cards, best gift cards.

GCTrendsRising

Consumer Focused Approach

Walmart’s robust offering of Gift Cards targeted at Movies and Music fans as well as  restaurant gift cards, provide a wide choice to buyers who want to buy Gift Cards that are likely to be preferred by the target audience. The choice of  retail gift cards provide an offering for consumers that are looking at choosing gifts based on interests. The gift cards value proposition offers a complete suite of gift options for different categories from Apparel, Dining to Entertainment. Combining the products with an e-gift delivery option makes for a comprehensive Gift Card experience from product design to delivery stage. Gift card experience from Walmart is designed around the consumer, with Branding and Design and the User Interface enhanced for Discovery.

eCards

Walmartsplty

 

Key Takeaway 

Design your Gift card strategy around your core target audience buyer persona, offering different options, with branding and content experience enhanced for mobile discovery. Create a special icon to flag products that have an email delivery option or a special price offer, as can be seen for Walmart’s eCard.

Pricing Focus

Amazon designed special offers targeted at buyers of speciality cards, with a 20 percent off for buyers of gift cards, with special packs designed for up-selling. Target also focused on creating special price offers for gift cards and running special offers to promote gift cards.
Specialitygiftcards

Amazon’s gift cards strategy focuses on creating a value proposition based on pricing and the choice of shopping all gift cards at one place. The choice that is available promises at reducing stress usually associated with finding the right gift.

Spltygcoffers

Key Takeaway 

Usually customers looking for deals and offers around holiday season tend to buy into value offers that can be redeemed after the Christmas sales.

Giving a choice of retail brands, adds choice for consumers with the possibility to find the right gift for different people.

Experiential Rewards

Sam’s  Club has created experiences for Motor Sports Enthusiasts, that features racing Experiences and different Drive packages. Sam’s Club includes  Gift Cards rating that lets customers choose and decide from popular cards that are featured in  “Popular Products” section.

Nascar

 

 

Key Takeaway 

Designing experiential rewards gift cards engages audiences for your brand with one of a kind offers that are not likely to be available off the shelf. Offering Experiential rewards Gift Cards are likely to create greater buzz and social media sharing for Gift Cards.

Price Match Guarantee

Best Buy offers consumers to choose from the options available with a Price match guarantee.

SGCBestbuy

Key Takeaway 

Offering Price Match Guarantee on Gift Cards is likely to resonate with audiences as it takes the stress away for Gift Card Shoppers.

Limited Edition Gift Cards

Starbucks  Limited Edition holiday cards, embellished with Swarovski crystals in Silver and Blue aimed at engaging audiences with a Lifestyle aspiration, making the card design as a reward in itself. The Gift cards are an extension of other merchandise available at Starbucks with Crystal and Gold embellishments.

 

SCup

 

Starbucks promoted Holiday cards with Gift Cards Messaging.

Key Takeaway 

Designing Limited Edition Gift Cards are  a way to engage audiences for key occasions that reward your loyal customers.

Gift Card As A Reward

Target

Offering a Gift card linked to a purchase as can be seen from Target’s USD 100 Card linked to an Apple Watch purchase. Linking a free gift card offer with a purchase can help retailers boost sales with a special pricing offer linked to Gift Cards. Allowing time bound offers on Gift cards can further help retailers divert spend in lean sales months.

Key Takeaway

Gift Cards can increase sales when used as an incentive and increase sales during low season months.

Gift Card Statistics
 
GCVol
GCSaverage

GCM

Populargc

Giftcardsresearch