5 Trends in Influencer Marketing
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Transcript of 5 Trends in Influencer Marketing
5 � TRENDS IN INFLUNCER MARKETING
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WHAT’S T RENDING NOW
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1. THE RISE OF VISUAL INFLUENCERS
Communicating & Connecting Visually
83% of influencers have a Pinterest account
77% of influencers have an Instagram account
81% of influencers post images of favorite
brands/products on social sites
2. THE RE-EMERGENCE OF CONTENT AS KING
Brands Leverage Influencer Content
BRANDED PLATFORMS
CONTENT SYNDICATION
84% of Influencers seek authentic blog and social media content daily
91% of Moms trust bloggers’
content when seeking out product information online
3. T RACKING INFLUENCE T O POINT OF SALE
A Need for Innovation at Point of Sale
PROVING SOCIAL
MOBILE COUPOING
RETAIL POS SYSTEMS
of Moms have purchased a product after reading about it
on a blog
92%
4. NEW JOURNEY OF THE INFORMED CONSUMER
ONLINE RESEARCH
IMPACT OF REVIEWS
PURCHASE
Results from Online Research Drive Sales
98% 2% of Mom influencers rely on personal recommendations
from friends, peers or family members to make
purchase decisions
of Mom influencers trust recommendations directly
from a brands
only
67% of Moms are more likely to purchase a product if it received a high star rating
on e-commerce reviews
1
5. MAKING ADVOCACY PREDICTABLE
6 Steps to Predictability in Advocacy
In-Depth Analysis
Long-Term Tracking
High Volume
Opt-In Strategy
Alchemy of Give/Get
Authenticity Matter
2 3
4 5 6
v
81% of Moms read 5+ blogs per
week
91% 65% 52% 25% 23%
Moms use social media daily
Moms embrace social media connectivity
v v
v
When online, Moms engage with brands and bloggers for different reasons
Moms visit blogs to…
84% read authentic content
about topics that interest them
73% discover great new
products
71% research products they
are considering purchasing
68% find coupons and
promotions
When interacting with a brand online… 93%
91%
of Moms enter blog giveaways
of Moms redeem blog coupon codes
65%
of Moms comment on
blog posts
“the blogger’s lifestyle and interests match my own”
“the blogger has children around the same age as mine”
“the blogger is around the same age as me”
94% 62%
42%
Moms are more likely to read blogs if…
It is not written in an authentic voice
It is purely product focused with no story told around the experience
1. 63%
62% 2.
Moms are likely to stop reading a blog post if…
Authenticity matters
of Moms research online prior to making purchases 99%
94% of Moms TRUST products more for their families after they’ve done their own research
When doing product research online, Moms are most likely to click
on retail websites (e-commerce reviews) and blogger reviews for more information
Blogs influence Moms most when purchasing:
f Y B
73%
Household Products
Food/ Beverage
Home Décor
65% 60%
of Moms TRUST blogs as a source of product information 91%
83% of Moms find the product recommendation of a blogger more authentic than traditional media messaging
76% of Moms have sought out information on blogs about a product they first learned about through traditional media
Moms rely on blogs for reliable information
Bloggers influence Moms purchasing habits
of Moms have purchased a product after hearing about
it from blogger
92%
of Moms TRUST social media recommendations for product information prior to purchase
76%
v
of Moms are more likely to PURCHASE a product if the product is recommended by those they follow on social networking sites 69%
Social media recommendations drive purchase
E-commerce reviews influence Moms most
when purchasing:
Technology Items
Large-Ticket Items
63% 57%
of Moms are more likely to purchase a product if it receives a high star rating on ecommerce reviews
67%
Stacy DeBroff CEO/Founder