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Death of Facebook Organic Reach = New Opportunities for Influencer Marketing http://ift.tt/2DRLoPp Earlier this month, marketers were shocked to learn that Facebook would be making more major changes to its News Feed, effectively bringing brand and publisher organic reach to zero by prioritizing high engagement content from family, friends and groups. In a formal statement posted on his own Facebook page, Mark Zuckerberg said:
While the announcement seemed to be the final nail in the organic News Feed coffin, the death of organic reach on Facebook has been a long time coming. Back in April 2015, Facebook announced it was updating News Feeds to strike a better balance between friends, public figures, publishers, businesses and community organizations. Then in late June 2016, Facebook said it would be making further refinements to ensure users don’t miss updates from their friends and families. Now, after an intense year of political and social upheaval — not to mention the emergence of the fake news engine and the Russian advertising scandal — it’s no surprise that Facebook is re-examining things yet again. But What Does It All Mean for Marketers?Naturally, disappointed marketers all over the world are wondering how this change will truly impact their social marketing efforts. From our perspective, the change:
The Influencer ImplicationSince Zuckerberg’s announcement, there’s been one implication in particular that’s captivated our attention. The way we see it, the value of influencer engagement on Facebook will increase even more. Our CEO, Lee Odden, has long been an evangelist for working with influencers, believing that influencers can help brands bypass several obstacles. AdBlocking, for example, is in use on over 600 million devices, costing business over $22 billion in ad revenue, according to PageFair. Working with credible influencers who are trusted amongst an audience allows brands to bypass the adblocking obstacle and better connect with buyers. Lee has also talked about other challenges such as distrust of brand advertising. In fact, 69% of consumers don’t trust ads, according to research by Ipsos Connect. And yet another obstacle is information overload. Americans are confronted with an average of 63GB of media on a daily basis (USC/ICTM). All of these obstacles, according to Lee, are addressed by working with industry influencers. The virtual elimination of organic News Feed visibility for brands and publishers on Facebook is no different and marketers would be smart to think about how influencer engagement can keep organic Facebook visibility alive. So, to sum it all up: Now that the organic News Feed is effectively dead, new life is being given to influencer marketing opportunities. Here are a few key considerations: #1 – If you’re not in the influencer marketing game yet, you can no longer afford to wait.Last year, we saw influencer marketing explode — becoming one of the most talked about topics among marketers and arguably our most-requested digital marketing services among both B2B and B2C clients. In addition, our own research shows that 57% of marketers say influencer marketing will be integrated in all marketing activities in the next three years. This quote from Lee sums it up well:
With Facebook reducing branded content and elevating content from individuals, there’s no better time to invest in influencers — which can have an impact across all social platforms. With #Facebook reducing branded content and elevating content from individuals, there’s no better time to invest in influencers. #influencermarketing #2 – Influencers now hold more power than ever to more strategically align themselves with brands of their choice.Influencer marketing was already poised to be big in 2018, but this change to Facebook’s platform will absolutely spur more brands and businesses to dip their toe into the water. As a result, influencers will see an uptick in requests, giving them more power to be very choosy about which brands they lend their time, insights and audience to. Influencers have more power to be very choosy about the brand they lend their time, insights and audience to. #influencermarketing #3 – Influencer nurturing will be more important than ever.As illustrated by the previous two points, the Facebook change will lead to an increased adoption of influencer marketing, giving influencers more options. So it’s no surprise that it’ll be time to double-down on your commitment to influencer nurturing. Now, we’ve always said that when it comes to building relationships and rapport with influencers, it’s critical that you put the time and effort into nurturing — rather than simply reaching out when you have a need. There has to be shared value. But I think most marketers would admit that they have significant room for improvement in this area — and there’s no time like the present to recommit yourself. With #Facebook’s recent algorithm change, it’s time to double-down on your commitment to nurturing your influencers. #influencermarketing Capitalize on the OpportunityLet’s face it. This “major change” to Facebook’s platform isn’t the first and it certainly won’t be the last. As a result, now is the time to fully capitalize on the opportunity by better working with industry influencers. Now is the time to refocus on connecting with your audience — and influencers can help you do just that by adding authenticity, credibility, unique insights and new eyeballs to your content. What else is in store for influencer marketing in 2018? Check out these rising influencer marketing trends that you need to pay attention to. What do you think about the latest Facebook News Feed algorithm change? Tell us in the comments section below. Gain a competitive advantage by subscribing to the © Online Marketing Blog - TopRank®, 2018. | Death of Facebook Organic Reach = New Opportunities for Influencer Marketing | http://ift.tt/faSbAI The post Death of Facebook Organic Reach = New Opportunities for Influencer Marketing appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Online Marketing Blog – TopRank® http://ift.tt/faSbAI January 29, 2018 at 05:40AM
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Shiseido Sets New Makeup Trends With The Help Of High School Girls http://ift.tt/2DKmvpA The Japanese cosmetics company developed a new product line called Posme in collaboration with high school girls Japanese skincare company Shiseido has years of experience marketing anti-aging treatments to adult women. But the company recently launched a new brand geared toward high school-aged girls. Posme is a project from Shiseido’s internal Innovation Design Lab, which was established in January 2017. Posme debuted on January 16 as part of the company’s long-term strategy. Its first release is Play Color Chip, a multi-use product for lips, cheeks or eyes that currently comes in eight colors and is specifically marketed to girls aged 14 to 18 years. Shiseido did its homework with this makeup. The company conducted research with more than 150 high school girls, learning details about their favorite colors, their daily makeup routines, the quality of products they use, price points and more. They also looked at the way girls interact with each other when using makeup. Using the data collected from this study, Posme was born. VIDEO “Play Color Chip marks a change in cosmetics, transforming an item to be used individually into something that can be ‘shared or swapped,’ thus creating a new form of enjoyment,” Shiseido wrote in a press release. “The new chips offer more freedom in makeup, allowing users to coordinate colors with friends, try a new color more easily, or enjoy a special color for a special occasion.” For Shiseido, teen girls—who are members of Gen Z—represent a significant new demographic. In addition to buying products, they are inclined to post about them for active social media followings. “High school girls have been garnering attention as a source of a new pop culture, following the millennials in Japan,” Shiseido said. “High school girls are actively networking with the world, unlimited by the constraints of age or neighborhood.” There are 40 members of the Posme team, all working with the data provided by the studies. Shiseido will also look to partner with other companies for help in this new initiative. Mobile Marketing via PSFK http://www.psfk.com/ January 29, 2018 at 05:30AM
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Diners Can Build A Drone Out Of This KFC Chicken Wing Box http://ift.tt/2rO4ReX Diners Can Build A Drone Out Of This KFC Chicken Wing BoxCustomers in India received chicken wing orders in a box that could be taken apart and reassembled into a drone KFC’s latest creative advertising move was a chicken wing box that can be transformed into a drone. Customers in India who ordered Smoky Grilled Wings (a menu item exclusive to the region) on January 25 and 26 received them in a takeout box that can be taken apart and reassembled to make a bluetooth connected drone. The box, called a KFO or “Kentucky Flying Object,” is one in a series of gadgets that KFC has launched in the past, mostly in Asian markets. Mobile Marketing via PSFK http://www.psfk.com/ January 29, 2018 at 05:16AM
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Barilliance Launches Retention Marketing: New 360 Customer Profiles & Hyper Segmentation http://ift.tt/2DJ6aNP Ahead of the weekend, MMW learned that Barilliance — a leading personalization software for Retailers — launched Retention. Barilliance Retention is the newest addition to Barilliance’s personalization suite. Barilliance Retention creates 360 customer profiles, which combine a customer’s onsite behavior such as products viewed or number of sessions across all devices, online and offline purchase history, demographic data including location, and CRM data such as previous marketing interactions. Combining all the information into a big data warehouse gives retailers the ability to identify and analyze profitable segments. “By focusing on the customer, retailers can create multi channel campaigns to highly targeted segments across email web, mobile and social: loyalty programs for best customers, price incentives for at risk customers segments, or target offline only customers on Facebook to drive them online are a few examples,” the company tells us. To learn more, check out Barilliance here. The post Barilliance Launches Retention Marketing: New 360 Customer Profiles & Hyper Segmentation appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG January 29, 2018 at 05:11AM
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Inside The Rebranding Of A Los Angeles Delivery Pioneer http://ift.tt/2Gu44TB Inside The Rebranding Of A Los Angeles Delivery PioneerLA's Pink Dot, which has delivered groceries and liquor since the '80s, is trying to revive itself with a complete makeover Los Angeles residents who were around in the ’80s will easily remember Pink Dot, the grocery chain that was once the pioneer of deliveries. Their delivery “trucks” were actually Volkswagen Beetles decorated with tons of polka dots that brought people booze, food and cigarettes—a service relatively unheard of back then. Fast forward to today, when streets are littered with delivery service trucks from what seems like hundreds of companies. With competition on the rise, Pink Dot has made a bold move to rebrand itself and keep up with competitors like UberEats and Seamless. Pink Dot was assisted by creative agency Truffl (also an equity partner) in the redesign process, which saw Pink Dot move away from bold colors to a more rosey look that really plays up the retro element from its 1980s history. The colors are a nod to the company’s beginnings and also in keeping with Instagram aesthetics. Additionally, the brand is emphasizing its Sunset Strip roots. The new look and feel has been applied to Pink Dot’s website, packaging, physical stores and social media accounts. Marketing efforts also are being redirected to Instagram, where market research has indicated most of the target audience is present. With a new partnership with Postmates and updated products (goodbye Starbucks, hello La Colombe), Pink Dot is ready for its competitors. Instead of trying to compete head on with companies with far-reaching networks, Pink Dot is taking the time to curate every part of the experience for the consumer and emphasizing lifestyle. Along with the visual rebranding efforts, the company hired a mixologist to create unique cocktail kits available for purchase. Mobile Marketing via PSFK http://www.psfk.com/ January 29, 2018 at 05:02AM Old Spice, Axe Launch Campaigns Ahead Of Super Bowl http://ift.tt/2GszWrO Old Spice and Axe are launching campaigns well in advance of next Sunday’s big sporting event. Old Spice debuted a French-only TV spot from Wieden + Kennedy during the Grammys Jan. 28. It was the brand’s first time broadcasting during the high-profile music awards show and the aim was to capture the attention of both men and women. The spot, which introduces the Old Spice Red Collection, is a parody of the high drama in fine fragrance commercials. Immediately following the Grammy Awards, fans could see the French spot and fully-translated version on Old Spice’s YouTube channel. The campaign continues next month with the launch of a second spot, “Marco Love-O.” The brand will follow with digital, social, experiential and sampling activations with sports fans on the ground in Minneapolis during the Super Bowl. advertisement advertisement Axe debuted a campaign Jan. 24 with the theme “You’re Gold.” It features three new lines — Gold, Gold Fresh and Gold Original — and a range of benefits like 48-hour odor and wetness protection, and technology to prevent white marks and yellow stains on clothing. The “You’re Gold” campaign aims to extend the Axe Find Your Magic point-of-view, which knocks the one-size-fits-all idea of what a guy “should be” and other confidence killers that make guys feel less than “gold.” Tree spots, Epic Trip, Hanging High Five and Rush Hour created by 72andSunny, highlight just a few of those everyday situations where guys can stay fresher under pressure. The brand also presents its gold squad, a group of musicians, athletes, gamers and creators, who will see if they can keep their cool when the pressure is on. The squad includes rapper Lil Yachty, pro basketball player Brandon Armstrong, YouTuber Markiplier and recording artist Danny Ocean. Fans across the country will get a chance to trial Axe Gold on the Axe Goldmobile, the brand’s first-ever sampling mobile, which will give out free products at high schools and events across the country. VIDEOMobile Marketing via MediaPost.com: mobile http://ift.tt/2oB2PsH January 29, 2018 at 04:56AM
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Time for Marketers to Conduct an Annual Review of Their Strategies and Tactics http://ift.tt/2EiSHx8 The following is a guest contributed post by Seamas Egan, Director of Marketing and Sales at Campaigner. It’s officially time for marketers to conduct an annual review of the strategies and tactics they’ve implemented throughout the past year. As the pace of technology innovation continues to accelerate, it seems marketing undergoes a new transformation each month. It’s critical that marketers ensure they are equipped with tools and tactics to meet the dynamic challenges of digital marketing. By thoroughly analyzing and measuring how successful 2017’s campaigns were, marketers can make informed decisions about the tools and strategies they should use in 2018. Campaigner recently conducted a survey about their 2017 strategies and proposed changes for 2018. Read on for the findings and tips that will help other marketers prepare for the year ahead. Top-of-the-Class Social Media. Facebook Gets Top Marks as LinkedIn Gets Honorable Mention Social media continues to prove itself as a critical medium for marketers with 73 percent listing it as a top strategy used in 2017. However, all social media platforms are not created equal. Tech behemoth Facebook received the most support from email marketers with 48 percent planning to invest in the site. Surprisingly, the more esoteric networking site LinkedIn will also attract greater attention from marketers, with 11 percent planning to invest. At variance with Facebook and LinkedIn, Snap and Instagram aren’t inspiring that same confidence among marketers. In fact, only 1 percent of marketers will invest in Snap, and only 8 percent in Instagram, for 2018. Marketers should account for this as they allocate resources for the year ahead and shift their expectations toward platforms that have proved successful in the past, such as Facebook. Predictive Analytics – Coming to You in 2018 While we’ve certainly all heard the phrase “predictive analytics” used within the marketing realm, it’s a concept that will begin making headwinds before we know it. Throughout the course of 2017, only a few businesses have truly experienced first-hand how predictive analytics is shaping up to be a great way to sell smarter and sell more. As the year progresses, the applications of predictive analytics will come into focus as it pushes to the forefront of the digital marketing space. In fact, while only 5 percent of marketers implemented predictive analytics in 2017, 44 percent expect to see more of it in 2018. Marketers should take heed of this and be sure they’re shifting their budgets and staff toward digital development, especially when it comes to predictive tools to make smarter and more effective marketing decisions. Content Over Everything Throughout the course of 2017, content continued to be a critical marketing pillar for engaging subscribers. In fact, 81 percent of marketers noted they have used newsletters in their email marketing strategies, surpassing tips, infographics, videos, and slideshares in popularity. When planning for 2018 marketers should make sure they are allocating funds to content development, specifically for newsletters. Crafted and relevant content must be a part of every marketing campaign, especially if marketers want to keep subscribers loyal to their brands. Email marketers can get a head start on 2018 by building a strong pipeline of newsletter content now to keep subscribers engaged throughout the course of the year. In order to ensure a fruitful 2018, marketers should keep these findings and suggested best practices top of mind as they plan their campaign strategies for the year ahead. They should plan to hone in on Facebook and LinkedIn, incorporate predictive analytics for more targeted campaigns and focus on creating great content to keep readers coming back for more in the new year. The post Time for Marketers to Conduct an Annual Review of Their Strategies and Tactics appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG January 29, 2018 at 04:38AM
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5th Annual Digital Entertainment World to Feature Speakers from Facebook, Apple, Netflix, YouTube, Microsoft & Disney http://ift.tt/2Gp0yd4 Recognized by Hollywood insiders, digital influencers and industry leaders throughout the world as a “must-attend” event, now in its 5th year Digital Entertainment World (DEW) is fast approaching. And it’s “where you want to be if you are in the business of creating or monetizing digital entertainment content,” event organizers say. DEW 2018 focuses on “The FUTURE of…” and will cover topics from OTT to Innovation to eSports to Content Marketing to VR/AR to Music Rights to Startups, etc., as this theme guides the talks, discussions, meetings and presentations over the two days. This year’s event will be held in the hip and modern Marina del Rey Marriott just steps from the beach and located in the heart of LA’s thriving Silicon Beach with easy access to Santa Monica, Venice and Playa Vista. The event includes keynotes, fireside chats, presentations, panel discussions, tech demos, startup competition, innovative exhibitions, daily DJ music and performers and the best networking in the hotel’s Sinder Lounge. “2018 DEW focuses on the most important developments shaping entertainment and media today from media consolidation to cord cutting to the challenges facing digital publishers,” said Ned Sherman, DEW Chair and Counsel & Director of Manatt Digital. “By bringing together the key stakeholders at the intersection of content and technology, we provide a first-class platform for deal making and partnership development.” DEW includes more than 75 unique sessions and 200 speakers on topics essential to the future of video, music, brands, marketing, gaming, AR/VR, and AI. To learn more or to register, click here. The post 5th Annual Digital Entertainment World to Feature Speakers from Facebook, Apple, Netflix, YouTube, Microsoft & Disney appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG January 29, 2018 at 04:14AM
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First Look: Lander Moab Case + Band for Apple Watch Impresses http://ift.tt/2DYmZrl Lander, the creator of expedition-inspired mobile accessories, has channeled its outdoor design prowess with Moab Case + Band for Apple Watch, MMW has learned, with the company calling it a ruggedized solution to protect Apple Watch while exploring. “With the addition of GPS in Apple Watch Series 2 and LTE in Series 3, Apple Watch is quickly becoming a mainstream piece of outdoor technology,” said Kasey Feller, Lander’s brand manager. “The Moab Case + Band for Apple Watch naturally enhances the look and feel of Apple Watch, while protecting its classic design from unexpected scratches and dents that can occur when adventuring.” The Moab Case + Band for Apple Watch features an outdoor design aesthetic with a speckled texture finish, and also allows the watch itself to “nest” snugly within the enclosure. Collectively, the case and band are engineered to withstand the unanticipated variables of nature. Paying attention to the details, the black reflective nylon band features a sturdy “Lander-branded” classic buckle that firmly and comfortably keeps Apple Watch in place. “As the perfect wearable accessory for outdoor adventures,” Moab Case + Band for Apple Watch features three signature qualities:
The Moab Case + Band for Apple Watch ($29.99) is compatible with Apple Watch Series 1/2/3 42mm, and can be purchased online at Lander. The post First Look: Lander Moab Case + Band for Apple Watch Impresses appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG January 29, 2018 at 03:53AM
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mHealth News: The Headlines You Might Have Missed http://ift.tt/2DL74gH Here are some of the top stories in healthcare, telemedicine, and mobile health that our sister site mHealthWatch has been monitoring this past week. Yoti and LedgerState Talk Personal Data in Davos Synapse’s BlueSee Aims to Aid the Development of Bluetooth Low Energy Devices First Look: Partners Connected Health and Vital Team Up First Look: Zoom Video Communications Announces New Support for Full Enterprise Healthcare Workflows Vidyo: New Research Reveals 75% of Healthcare Delivery Organizations Are Investing in Telehealth Want to get the latest mHealthWatch news and insight delivered straight to your inbox every morning? If so, sign up for our free newsletter today. The post mHealth News: The Headlines You Might Have Missed appeared first on Mobile Marketing Watch. Mobile Marketing via Mobile Marketing Watch http://ift.tt/HGJCKG January 29, 2018 at 03:21AM |
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