Influencer marketing is a type of word-of-mouth marketing that focuses on using key leaders to amplify your brand message to a larger market. Influencers can be well-known celebrities, but more often they are Instagram or YouTube personalities with a huge niche following who can help spread the word about your business or product through their social channels.
Your digital marketing strategy might incorporate elements of all three channels, all working together to help you reach your goal. For example, you might have an owned piece of content on a landing page on your website that's been created to help you generate leads. To amplify the number of leads that content generates, you might have made a real effort to make it shareable, meaning others are distributing it via their personal social media profiles, increasing traffic to the landing page. That's the earned media component. To support the content's success, you might have posted about the content to your Facebook page and have paid to have it seen by more people in your target audience.
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Word of mouth communications and peer-to-peer dialogue often have a greater effect on customers, since they are not sent directly from the company and are therefore not planned. Customers are more likely to trust other customers’ experiences. Examples can be that social media users share food products and meal experiences highlighting certain brands and franchises. This was noted in a study on Instagram, where researchers observed that adolescent Instagram users' posted images of food-related experiences within their social networks, providing free advertising for the products.
For this reason, Iceland, a popular British supermarket chain, switched from ads with celebrities to a campaign that features real-life moms. Teaming up with YouTube community Channel Mum, it now works with a number of vloggers to promote its products in a more “authentic” fashion. And research shows that 35% of moms trust online videos like the one below more than traditional ads:
Forbes reports that the company is expected to work with political campaigns in the future. But whether that happens or not, we can be sure that neuromarketing will have a major impact on the future of marketing. The richest consumer data resides in the brain and any tool that helps companies understand the brains of their prospective customers is sure to be worth its weight in gold.
Digital strategist Dr Dave Chaffey is co-founder and Content Director of marketing publisher and learning platform Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. To learn about my books, see my personal site Digital marketing books by Dr. Dave Chaffey. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.
In-game advertising - In-Game advertising is defined as "inclusion of products or brands within a digital game." The game allows brands or products to place ads within their game, either in a subtle manner or in the form of an advertisement banner. There are many factors that exist in whether brands are successful in their advertising of their brand/product, these being: Type of game, technical platform, 3-D and 4-D technology, game genre, congruity of brand and game, prominence of advertising within the game. Individual factors consist of attitudes towards placement advertisements, game involvement, product involvement, flow or entertainment. The attitude towards the advertising also takes into account not only the message shown but also the attitude towards the game. Dependent of how enjoyable the game is will determine how the brand is perceived, meaning if the game isn't very enjoyable the consumer may subconsciously have a negative attitude towards the brand/product being advertised. In terms of Integrated Marketing Communication "integration of advertising in digital games into the general advertising, communication, and marketing strategy of the firm" is an important as it results in a more clarity about the brand/product and creates a larger overall effect.
“Most search-driven manual advertising campaigns (even those performed with professional tools) take into account three or four targets: the keyword, time of day, and location. Such tools like programmatic demand-side platforms can use hundreds of targeting signals to individualize the advertisement and even target according to lifestyle or behavior habits when integrated with customer data platforms.”
Connecting the dots between marketing and sales is hugely important -- according to Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for companies with poor alignment. If you can improve your customer's' journey through the buying cycle by using digital technologies, then it's likely to reflect positively on your business's bottom line.
In order for marketers to succeed in using micro-moments, they should understand the basic practices of each one. Let’s take for instance the “I-want-to-go-moments”. Brick and mortar stores can take advantage of such a moment by capitalizing on “near me” searches, which have grown 2X between 2016 and 2017 according to Google. This requires storefronts to optimize their locations on their websites or apps. Furthermore, they can go even beyond that by creating ads for their store’s location or popular products to improve their visibility in search engines and reach their customers at the appropriate time.