Testimonials, opinions, social proof – call them what you will, but consumer reviews are on the up when it comes to what influences a business’s potential customers. Whether fake or fair, people are reading and acting on these online reviews. Here’s a careful look at the latest trends and how consumer trust is measuring up:
Rakuten Marketing research has found that UK marketers are willing to pay large sums to social stars and ‘influencers’ – but 86% of marketers admit they aren’t entirely sure how the fees are calculated and 38% don’t know if that layout is actually driving sales. Despite this, spend on influencer marketing is on the rise. James Collins studies the stats behind this latest trend in celebrity marketing and tots up the value.
In the run-up to the busy festive season, how can savvy social marketers outshine their competitors, get their cash tills ringing heartily and therefore enjoy a very merry social media Christmas? Rafferty Gifford has some ideas and examples of social strategies that can work:
Providing customers with personalised content can lift revenue by 15%, according to Harvard Business Review, so why is it that businesses so often settle for producing generic marketing – or, worse, create messages that simply do not translate? Robert Berkeley says they need to do more to localise content if they are to draw in customers and grow their businesses.
Do you use a celebrity or the girl next door to share your marketing message and win share of voice within your target marketplace? The tone you take is telling, as research shows, says Stephanie Ciccarelli.
Advertising with a social consciousness – putting human welfare above profits – has gathered momentum, with societal marketing becoming mainstream. Mike Alhadeff focuses on disability and how marketers have been displaying sensitivity and a conscience, especially since London 2012.
Be not afraid! Instead of a revolution that routs and destroys, artificial intelligence is driving a marketing revolution that will make our industry more intelligent and empowering. It will free-up marketers from the mundanity of day-to-day tasks, enabling ever deeper analytics and insights and creating finer personalisation and customer service. Here’s how:
Social media listening can have a monumental effect on your business – garnering customer insights and improving engagement, building brand loyalty and, thereby, increasing revenue. Learn how and why to do it well:
Storytelling – specifically, video storytelling – is the ‘big thing’ when it comes to content marketing, says Bob Dearsley – who cuts through the noise to bring advice on when and how to add video to your content marketing strategy.
One was a masterclass and one a bit of a mess: Burger King and Walkers, their risk-taking personalisation strategies and their campaign results, are explored here. But marketers, be warned: learn from these experts, but be cautious – assess all potential outcomes (and don’t underestimate the quick-witted public) – before rolling out risky advertising.