Influencer Marketing: It’s Not About WHO Anymore – AW360

Over the last three years influencer marketing has gone from strength to strength, thanks largely to greater regulation and the efforts of brands to create more impactful, authentic campaigns. At the start, for many brands, influencer marketing was a land grab. They knew it was important, and that they couldn’t afford to ignore it, but they didn’t have a clear strategy or direction.

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Harvard Business Journal’s Power of 1% in Digital Transformation

Many organizations are moving to adopt digital technologies, but the speed of adoption is ever increasing and most organizations need to move at a faster pace to avoid competitive disadvantage.
A new approach is needed where companies commit to an ongoing investment of one percent of revenue for digital transformation . It’s an intentional, proactive, radically applied investment that views the investment from the top down as opportunistic, rather than as a sum of locally isolated budget initiatives.
Below are three key steps to drive the results from the power of a one percent investment in digital transformation:
Planting the Seeds
  • Laying a digital foundation requires the acquisition of commerce technologies and their integration to core applications to establish the right foundation, and be in a position to move information across a company’s expanded ecosystem with speed. ERP, CRM and business intelligence (BI) applications will play core roles in the ecosystem along with other adjacent technologies.
  • The focus must be on the reinvention of core processes that are digitally enabled across these core systems. This becomes the foundation upon which all other technologies will be launched.
Compelling Product Content
  • Research shows 60-90 percent of buyers start their product search online, and search engines further dictate that this content must be differentiating for optimal SEO.
  • Content now goes well beyond product-only information and must incorporate social content such as ratings and reviews, questions and answers, access to product experts, etc. For organizations with large SKU counts, it is imperative that the program to acquire content be phased and multi-faceted so as to not inhibit the speed of digital deployments.
Strategic Marketing
  • Investing in marketing is the third mandatory key component. In Phase I, the balance of the investment not spent on technology and content primarily should be allocated to marketing and digital resource development. In subsequent phases, technology and content investments may be reduced but investments in marketing will likely rise.
  • Along with typical digital marketing investments, don’t overlook marketing and operational programs required to drive adoption. Continuous improvements must be intentionally sought out to achieve results that align with the goals driving the metric based returns established by an organization. Planning ahead to rapidly overcome objections to internal and external adoption as they arise will help companies gain momentum and drive success.
Digital transformation is a huge undertaking for any business, but the Power of One Percent is designed to make that process a little less daunting by taking a fundamentally different approach to how a company invests for the future. It’s shifting away from what is the least expensive or easiest digital decisions to make to what are the best digital investments for customer-centric operations, and a shift from annual plans to agile plans, with a focus on speed. The Power of One Percent is the fuel to drive toward an agile, operational, and goal-oriented model that accepts a higher level of risk to generate a higher level of return.
Branding in the Age of Social Media
In the era of Facebook and YouTube, brand building has become a vexing challenge. This is not how things were supposed to turn out. A decade ago most companies were heralding the arrival of a new golden age of branding. They hired creative agencies and armies of technologists to insert brands throughout the digital universe. Viral, buzz, memes, stickiness, and form factor became the lingua franca of branding. But despite all the hoopla, such efforts have had very little payoff.
As a central feature of their digital strategy, companies made huge bets on what is often called branded content. The thinking went like this: Social media would allow your company to leapfrog traditional media and forge relationships directly with customers. If you told them great stories and connected with them in real time, your brand would become a hub for a community of consumers. Businesses have invested billions pursuing this vision. Yet few brands have generated meaningful consumer interest online. In fact, social media seems to have made brands less significant. What has gone wrong?
To solve this puzzle, we need to remember that brands succeed when they break through in culture. And branding is a set of techniques designed to generate cultural relevance. Digital technologies have not only created potent new social networks but also dramatically altered how culture works. Digital crowds now serve as very effective and prolific innovators of culture—a phenomenon I call crowdculture.
Crowdculture changes the rules of branding—which techniques work and which do not. If we understand crowdculture, then, we can figure out why branded-content strategies have fallen flat—and what alternative branding methods are empowered by social media.
source: websitemagazine.com/m/blog/post/48933?name=the-power-of-1-in-digital-transformation&App=posts&y=2015&m=11&d=20&PostName=the-power-of-1-in-digital-transformation

7 Reasons to Add Influencer Marketing To Your Business Strategy

Souce

Internet users spend an average of 135 minutes per day on social media. Thence, marketers have shifted their major part of marketing strategy on social media platforms. However, Influencer marketing has become one of the most effective ways to make your brand popular among the massive…

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Fast-fashion brands are launching visual search to gain a competitive edge

Omnichannel fast-fashion brands have been challenged to win at e-commerce, and visual search offers a way to gain ground.

The post Fast-fashion brands are launching visual search to gain a competitive edge appeared first on Digiday.


Source: Digiday https://digiday.com/marketing/fast-fashion-brands-launching-visual-search-gain-competitive-edge/ Marketing,Glossy

6 Unique Approaches to eCommerce Content Marketing

Ecommerce companies have undergone a revolution since the early days of online retailing. This revolution has happened from the grassroots as brands have realized the power of content marketing. By utilizing content marketing, retail brands can market themselves because the clients only engage with the content that is important.

Influencer Marketing Trends to Know in 2018

The popularity of influencers as a marketing medium shows no signs of slowing. They give brands the opportunity to reach consumers through more authentic, experiential marketing forms, while offering entertainment value and a personal connection beyond traditional advertising.

But where does this…

Content marketing replaced social media marketing in India in 2017, says Times Internet

Social media marketing in India saw a 30% decline over the last year due to declining favour among marketers, according to a new report by Times Internet in association with DMAsia.The report, titled ‘The State of Indian Digital Marketing – a CMO Perspective 2017-18’ surveyed a group of 150 brand…

5 Lessons Netflix Can Teach Entrepreneurs About Social Media Marketing

Millennials and, in fact, all demographics like brands that are fun and approachable.

August

9, 2018

9 min read

Opinions expressed by Entrepreneur contributors are their own.

Netflix didn’t…

3 ways to make a splash with search engine marketing

Offering valuable content and an outstanding website are crucial to PR and marketing efforts, but so are strategies that get consumers to click. Search engine marketing, also known as paid search ads or pay-per-click efforts, can help brand managers attract consumers’ attention and help your organization or client stand out to those looking for a solution.

The Search engine marketing Game-plan Diagram

Valuable content and an outstanding website are crucial to PR and marketing, but so are strategies that get consumers to click.

Search engine marketing, recognized as paid search or pay-per-click, helps companies attract consumer attention and their organization to stand-out before whoever made the search.

The following diagram from 1stOnlineTech illustrates the techniques used for digital marketing and how they fit together.