Turning micro-influencers into brand ambassadors

Just this past week, Markerly released a study detailing the rise of the micro-influencer.

Markerly found that as an influencer on Instagram grows his/her audience–engagement typically drops.  In many cases, micro-influencers provide higher engagement levels and conversion potential for brands – especially within niche audiences – according to the study.  Hence, pulling together a plan on how best to identify and work with micro-influencers makes sense for brands looking to go beyond a [...]

The insane rise of User Generated Content

User Generated Content has been on the rise for years – but over the past couple of years it has accelerated with incredible speed.  In 1999, when Kodak was at its peak, consumers were taking about 80 Billion photos yearly. 

No one really knows how many photos are taken yearly, but Benedict Evans did some “back of the envelope” work to give us a sense for the [...]

Will ad blockers usher in a new era of permission based marketing?

Who has an ad blocker installed right now?  After being followed around the web by a shoe ad (or “retargeted”) I finally gave in and installed an ad blocker over the holidays.  Turns out, retargeting from brands has been a large contributor to the rise in ad blocking (see graph below from this HBR article).  It makes sense, right – people get irritated when a brand stalks them around the web without [...]

2015 was not kind to large brands – but some found ways to win …

2015 was not kind to many established brands – particularly within the FMCG sector.  In the fall, AdAge via Catalina reported that large FMCG brands in the top 100 lost market share – even though their respective categories grew.  In July, OC&C reported that sales growth across the top 50 FMCG Brands had decelerated significantly, likely triggering a wave of spin-offs and restructuring.  In 2015, P&G said goodbye to a large number of brands – and a number of mergers [...]

Are you feeling left behind and overwhelmed?

Marketing is changing so fast today – if you aren’t feeling a bit overwhelmed something is probably wrong.  Even if you work in the Marketing Technology space (like I do) it is hard to keep up when the number of legitimate vendors doubles every year.   The increasingly Global dmexco event that I attended a couple of weeks ago in Cologne, Germany had over 800 vendors on [...]

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