Monthly Archives: March 2016

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Unleashing the power of “real-time” for influencer marketing

Unleashing the power of “real-time” for influencer marketing
The rise of influencer marketing is real. Countless articles on the power of word of mouth marketing combined with the surge in ad blocking have given way to a renewed focus on this powerful, organic channel of advocacy for brands. With dozens of different approaches to discovering and rewarding influencers, it is easy for marketers to overlook the importance of connecting with influencers in the moment, when brand affinity is strongest. Whether it’s seconds after an athlete finishes a marathon and raves about his sneakers, or during a party when a socialite celebrates with a certain brand of vodka, these “moments” yield unique opportunities for brands to drive influencer engagement, secure lasting brand recall, and amplify positive sentiment. By proactively engaging in these key moments, brands can establish authentic relationships with influencers that ultimately translate into more lasting brand affinity with target audiences. In fact, an article featured in Mobile Marketing Watch indicates that connecting with individuals in real-time leads to significant increases in engagement (81%), brand perception (52%), and conversion (59%). One of the best ways to do this today is through what brands can access through social media. Detecting logos in photos, discovering positive sentiment in posts, and verifying category expertise through bios can surface new micro-influencers with social reach, and optimize the ripple effect that social sharing can provide. As a result, it’s become increasingly important for marketers to evaluate the tools to discover these influencers in new ways through social and capitalize on the moment with real-time engagement. It’s not enough to expect to find people using just handles or hashtags anymore – progressive brands... read more