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2023 is here. Marketing industry professionals face an array of challenges and opportunities that can impact the success of their communications and advertising campaigns.
For them, MOCAPP, Romania’s largest influencer marketing platform, has created a guide of recommendations starting with the five main trends of the year that is just getting started.
- Earning and Retaining:
80% of consumers seek product and service recommendations from social media creators and influencers (sauce)
The increasing personalization and “humanization” of brands has increased their credibility and credibility, and consumers are increasingly interested in associating brands with popular personalities and opinion leaders.
Marketers are tasked with building partnerships with influencers and well-known content creators (51% conclude that influencer marketing helps them attract better consumers), but all of digital channels (Google, Meta, Amazon) have skyrocketing acquisition costs.
For this reason, relationships with customers already in your portfolio will be essential to drive repeat purchases and strengthen your brand in the minds of today’s consumers.
Recommendations for brands:
Don’t transfer your customers to another brand. Remind them why you are in a long-lasting relationship! Secure existing buyer relationships in addition to strategies to capture new markets. Loyalty campaigns can bring you closer to your customers. You can also engage customers with a significant community on social media with promotional campaigns and live shopping.
- Campaign performance has become a primary goal of influencer marketing.
Influencers are increasingly being rewarded for their campaign performance. This trend has been observed in Europe and America for several years. As such, affiliate marketing and influencer marketing tend to converge, especially for nano-influencers and micro-influencers.
Who mediates becomes less important and more relevant to what kind of influence he has and the quality of the audience he speaks to.
Recommendations for influencers:
Make sure the math behind influencer monetization is correct and communicated transparently to your brand. Gain visibility into campaign performance and the impact you’re creating with your brand campaigns. Create industry case studies to highlight the value of creating through content curated by consumers in your community.
- Content is king, video is good
The driving force behind growth is video content for communication and advertising! Opportunities for growth include: TikTok’s share of marketing spend is growing fast, but Instagram (reels and stories) accounts for over 50% of his influencer marketing budget.
Recommendations for content creators:
A passion for creating content is a business that requires investment. Allocate an annual investment budget for appropriate audio-video equipment. The video quality of online content is one of the most important selection criteria for brands and a differentiator for their impact on their communities.
- Reinvented on different playgrounds
Instagram is the perfect medium for influencer marketing. It’s clear that over 90% of his influencer campaigns are on Instagram. Even though Insta has fewer active members than other metagroup platforms (Facebook) and in some countries he has even fewer than TikTok.
In parallel, TikTok is becoming more and more an e-commerce playground. By 2023, we will be the leader in social commerce and live shopping.
Recommendations for content creators:
No matter what channel you choose to communicate with your audience, math is important. Because some touchpoints are more effective for brands, there are more opportunities for collaboration and monetization at those touchpoints. Build your presence and engage with your community on the right social networks.
- Data-driven primary data is key!
Evolution of technology gives more and more power to the concept of data-driven marketing. As businesses use artificial intelligence and machine learning, they incorporate these technologies into their marketing strategies, using technology to identify trends and improve partnerships with influencers. You can use it to infer context and meaning from your current customer conversations.
Recommendations for brands:
With digital technology and rules blocking cookies, primary data plays an important role in identifying the real creator. If KPIs are your keyword in her 2023, choose creators who use these digital rules to more easily generate results and build authentic and real impact.
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