Skip to content

Is the marketing of influence dead? A hard look at the most recent data (and what you can do instead)

--Advertisements --

Has anyone ever been seen?

Whenever a new marketing tactic becomes more commonplace, marketers and researchers inevitably wonder if it has peaked and has begun to lose its effectiveness.

We've already seen it with SEO, e-mail marketing, Facebook marketing and many others.

<img src="" alt=" seo go google search" class = "alignnone size -complete wp-image-37401 "/>

This is a good question to ask, however.

After all, every year brings new trends in marketing, and some tactics can go out of style. It is worth considering different approaches to see if they are still effective.

-- Advertisements --

The tactic we are going to evaluate today is that of marketing influence.

Although marketing influence has been around for a very long time, it has only become a popular marketing tactic in recent years.

With the influx of social media in 2004, the marketing of influence exploded and became much more prevalent.

Now, fast forward 14 years later.

Marketing influence has had incredible successes and even some massive failures.

That is why we need to take a closer look at the marketing of influence in 2018.

-- Advertisements --

Should you continue to invest in marketing influence or is it dead?

The answer is not exactly a simple "yes" or "no".

But recent data can help you decide if marketing influence has power and if that's the right tactic that your brand will implement in 2018.

The current complex state of the marketing of influence in 2018

Let's dive in there.

I will address the one million dollar question that everyone is asking:

"Is the marketing of influence dead?"

-- Advertisements --

Here is the answer: not really.

But I must admit that his future is uncertain.

At present, marketers continue to emphasize marketing influence as a viable and vital marketing tactic in 2018.

In fact, in the poll below, marketers have chosen it as the "fastest growing online customer acquisition method" compared to natural search, e-mail, paid search and more.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" fastest growing customer acquisition method "class =" full-size alignnone wp-image-37402 "/> <img src="" alt=" customer acquisition method the faster "class =" alignnone size-full wp-image- 37402 "/>

There is no doubt about the popularity of marketing influence, especially in recent years.

-- Advertisements --

Marketers seem to be looking for new ways to involve influencers in a variety of campaigns.

And they invest in their marketing campaigns of influence, too. The influence marketing industry is booming.

Projections show that marketers will spend $ 2.38 billion for Instagram influence marketing in 2019. This represents an increase of more than $ 700 million compared to 2018!

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" instagram marketing influence "class =" full-size alignnone wp-image-37403 "data-lazy-data-lazy – /> <img src="" alt=" instagram marketing influence "class =" full-size alignnone wp-image-37403 "/>

But it does not matter if marketers are marketing influencers. We have to look at the data to see if it works.

Is this really effective? Do you get a shot for your money?

-- Advertisements --

The answer to both questions is always "yes".

The data show that influential marketing continues to provide marketers with a strong return on investment . We will take a look.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" income per dollar spent on marketing influence "class =" full-size alignnone wp-image-37405 "lazy data lazy data – /> <img src="" alt=" revenue per dollar spent for marketing influence "class =" full-size alignnone wp-image-37405 "/>

The data show that the marketing of influence generates $ 6.50 for every dollar invested by a company. About 70% of businesses earn $ 2 or more for every dollar, and 13% of businesses earn $ 20 or more.

It's precious.

But you might not always be so lucky.

-- Advertisements --

If you look closely, you will see that 18% of the companies have not received any return on investment. When you consider what a campaign can cost, things can get a bit expensive.

This is one of the reasons why many marketers (including myself) are wondering how long the influence marketing will remain a viable tactic.

Many factors also make the future of marketing influence uncertain.

First, the FTC introduced regulations to "improve disclosures" in 2017. This helps consumers understand which messages are promotional, even if they come from an influencer.

Although regulation is necessary, others may cause certain brands to move away from marketing influence because of the risk of malpractice.

In addition, influential marketing campaigns are starting to cost more.

-- Advertisements --

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" Influencer cost estimates "class =" full-size alignnone wp-image-37406 "/> <img src="" alt=" influencer cost estimates" class = "alignnone size-full wp-image- 37406 "/>

Mid-market influencers with between 50,000 and 500,000 subscribers can charge between $ 400 and $ 2,500 for a job.

Influencers with a following in the millions can charge between $ 30,000 and $ 187,500 per shift.

With such a large investment in a single position, marketers expect a huge return on investment.

But there is only one problem:

Many do not know exactly measure the ROI of their marketing campaigns of influence.

-- Advertisements --

An overwhelming majority (76%) of marketers agree that the biggest challenge for marketing influence is to determine the ROI of campaigns.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" Main marketing challenges influence "class =" full-size alignnone wp-image-37407 "data-lazy-data-lazy – /> <img src="" alt=" main marketing challenges of Influence "class =" size alignnone -Full wp-image-37407 "/>

How can you improve something if you do not measure it ? Even worse, how can you even know if it works?

But the problem is not just about marketers.

Consumers are changing too.

The scale has tipped over, and millennia now make influencers less confident than they were in previous years.

-- Advertisements --

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" Millennial Confidence in Influencers "class =" full-size alignnone wp-image-37408 "/>

<img src="" alt=" Millennial Confidence in Influencers" class = "alignnone size-full wp -image -37408 "/>

Can you blame them, though? After all, think back to the influence of the Fyre Marketing Gaffe Festival.

Influencers, including Kendall Jenner, Emily Ratajkowski, Whitney Fransway, and many others have been promoting the event. But he did not meet expectations.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" girl sitting in a private jet shared on instagram "class =" alignnone full-size wp-image-37409 "data-lazy-data-lazy – /> <img src="" alt=" girl sitting in a jet private on instagram "class =" alignnone full-size wp-image-37409 "/>

As a result of this failure, 94% of marketers said it was "unlikely" or "very unlikely" to seek out leading influencers for future projects.

-- Advertisements --

All these factors play in the future unstable marketing influence.

As you continue your marketing campaigns of influence at the moment, you should also start testing, developing and optimizing other areas of your marketing strategy.

Here are the alternatives to influence marketing that you should focus on in 2018 to accelerate the growth of your business.

1. Focus on Experiential Marketing for Live Events

Sometimes it's easy to forget that there's a whole world "out there."

Your customers are not always online.

Live events can provide your customers with a single point of contact that marketing influencers can not offer.

-- Advertisements --

And they are effective too.

According to a recent study, "79% of brand respondents said that they would run more experiential programs this year compared to the last one."

Take Clif Bar as an example.

They focused on creating an experiential marketing activation at the Pitchfork Music Festival last year. Their activation included a tattoo parlor, a photo booth and more.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" pitchfork festival tattoo parlor "class =" full-size wp-image-37410 alignnone "data-lazy-data-lazy – /> <img src="" alt=" pitchfork festival tattoo parlor" class = " alignnone size -Full wp-image-37410 "/>

At the event, they distributed 26,000 CLIF bars, and one in 20 social posts with the #Pitchforkfest tag also featured the activation of the CLIF bar.

-- Advertisements --

Live events offer a unique experience in real life, and their impact often extends on social media.

HBO exploited its live game guide during the presentation of its Westworld interactive event at the SXSW festival in Austin, Texas.

Participants boarded buses and traveled outside the city limits to experience an immersive experience that gave life to the fictional Westworld city from the TV series in success.

The experience was very detailed and highly personalized. Participants could have their image printed on a "Wanted" poster from the West that matched the brand.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" wanted jon woods poster "class =" alignnone full-size wp-image-37411 "data-lazy-data-lazy / /> <img src="" alt=" wanted jon woods poster" class = "alignnone size -Full wp-image-37411 "/>

People have consistently shared their social media experience during SXSW. He stole the show and won 62% of entertainment brand endorsements at SXSW.

-- Advertisements --

Live events are an important marketing tactic to help you communicate with your customers in a meaningful and authentic way. Influencers simply can not do that for you.

2. Invest in video content to share the story of your company

Video marketing is not just glitzy, and it is not a fad.

See also  Criteo Integrates LiveRamp's IdentityLink Into Its Ecosystem of Commerce

He is here to stay, and he can generate serious growth for your business.

More importantly, however, it is that he became current and responsible for much of the Internet traffic.

It is estimated that video will account for more than 80% of consumer Internet traffic by 2021.

I hope you already use the video as part of your content strategy. Otherwise, you will soon be late.

-- Advertisements --

In a recent survey, 49.5% of marketers said the video will be a focal point for their marketing.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" Video marketing survey "class =" full-size alignnone wp-image-37412 "data-lazy-data-lazy – /> <img src="" alt=" video marketing survey" class = "alignnone size -pleine wp-image-37412 "/>

That's almost half of all marketers.

Now, I know what you might think: "My influence campaigns are already using video, so I'm ready."

Unfortunately, you are wrong.

You miss the chance to focus on everyday people and create meaningful, evergreen content that showcases your brand values ​​and embodies your mission.

-- Advertisements --

You can not rely on influencers to create content that resonates with your audience. You must do it yourself.

After all, brands often miss opportunities to connect with their customers. One study found that 78% of people believe brands never connect them emotionally.

But LinkedIn has recently done it in a built-in video style documentary campaign. They used the #InItTogether hashtag for that.

Stacy Peralta, campaign director, spoke about the impact of the campaign. She said, "I knew from the first reading of the paintings that it was one of those rare occasions."

-- Advertisements --

She added, "They asked us to tell real stories about real people, they wanted it to be shot in black and white, and they wanted energy, they wanted it. enthusiasm and openness on the part of those involved. "

This campaign generated great content that LinkedIn was able to share with its audience.

But where should you share your video content after creating it? Well, consumers are watching and interacting with branded content in different ways on different platforms.

It is important to know what works best for your business but here are some generalizations about all social platforms for consumer viewing and engagement habits:

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" Consumer viewing and engagement habits "class =" full-size alignnone wp-image-37413 "data-lazy-data-lazy – /> <img src="" alt=" consumer habits and consumer engagement "class =" full-size alignnone wp-image-37413 "/>

As you can see, Facebook has the highest number of viewers and engagement numbers (60% and 49%, respectively), while Twitter has the least (41% and 22%).

-- Advertisements --

The interesting part, however, is that there is only a 2% difference between the three main platforms: Facebook, Instagram (Video) and Snapchat. YouTube and Twitter are getting closer.

On the commitment side, it's very different. Facebook is clearly the winner (49%) with YouTube (32%) coming second. It's a difference of 17%.

This gives you an idea of ​​where you should share your content. But now, you may be wondering how long your videos should be.

Fortunately, there is data to support the ideal length, and the conclusions are clear as the day. Here is the basic principle:

Make them short.

About 56% of the videos shared by users in 2017 were less than two minutes long.

-- Advertisements --

Spectators will lose interest and will probably leave if a video lasts more than two minutes.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" average commitment to length of video "class =" full-size alignnone wp-image-37414 "lazy data – lazy data – /> <img src="" alt=" average commitment vs video length" class = "alignnone full-size wp-image-37414" />

If you are not yet sure that video content can be effective in marketing, look at this HubSpot experience. They examined the difference between acquiring clients with video content and non-video content.

They tried to switch to video content as opposed to blogs and white papers.

By optimizing and showcasing their videos, their opinions and engagement rates have exploded. Here are their rates of engagement with their old strategy:

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" former hubspot commitment rate "class =" full-size alignnone wp-image-37415 "/> <img src="" alt=" former hubspot commitment rate" class = "alignnone size -pleine wp-image-37415 "/>

-- Advertisements --

Now, here are their engagement rates after they started to focus on their video content:

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" hubspot new engagement rate "class =" full-size alignnone wp-image-37416 "data-lazy-data-lazy – /> <img src="" alt=" hubspot new rate of 39 commitment "class =" alignnone size -Full wp-image-37416 "/>

Prior to this experience, their videos averaged 50,000 views per month. But in their first month of optimizing and promoting their video content, they reached 1 million views. These are clear results!

Another good example is the BakedNYC video campaign.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" cooked nyc facebook "class =" alignnone full-size wp-image-37417 "data-lazy-data-lazy – /> <img src="" alt=" cooked nyc facebook" class = "alignnone full-size wp-image-37417 "/>

BakedNYC used the video to capture emails, and their results were fantastic.

-- Advertisements --

Thanks to this campaign, they achieved a 40% increase in pie sales, a 68% increase in prospects and a 30% decrease in cost per prospect.

Video content presents a huge opportunity for your brand. But creating quality videos can seem like a daunting task.

Do not worry if you do not think you can do it alone. You do not have to be Steven Spielberg.

There are many tools that can help you create compelling video content on a tight budget.

One of them is Promo.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" homepage promo 2018 "class =" full-size alignnone wp-image-37418 "/>

-- Advertisements --

<img src="" alt=" homepage promo 2018" class = "full-size alignnone wp-image-37418" />

I like Promo because they have over 12.5 million clips that you can customize. You can add music, text, and even your logo to customize clips and customize them.

Magisto is another great tool to use.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" Magisto's home page in 2018 "class =" full-size alignnone wp-image-37419 "lazy-data-lazy-data – />

<img src="" alt=" Page Welcome to magisto in 2018 "class =" full-size alignnone wp-image-37419 "/>

What's nice about Magisto is that he has a smart video editor, which makes it incredibly easy to cut and edit your videos online.

-- Advertisements --

These tools can help you create great video content that will boost sales on your website.

If you want to get the most out of your marketing efforts in 2018, spend some time designing video promotion campaigns and refining your video content strategy.

3. Launch an Affiliate Marketing Program

Not having an effective affiliate marketing program simply leaves money on the table.

Affiliate marketing can bring a lot of money to your business. To put things in perspective, 15% of the digital media industry's earnings come from affiliate marketing.

With affiliate marketing, you let the associated sites and partners do the work for you.

So where do you start?

-- Advertisements --

There are three types of affiliate programs that you can implement:

  • Pay-per-sale: The merchant pays the affiliate in relation to the number of sales that they have received from their site.
  • Pay-per-click: The merchant pays the affiliate based on the number of clicks made by visitors when browsing the affiliate's site.
  • Pay-per-lead: The merchant pays the affiliates in relation to the number of people who register.

Affiliate programs succeed in a way that marketing influence does not have. First, it's usually win-win for the affiliate and the merchant because you share the same business goals.

The sites want to send you traffic so that they can make money. You want the same thing because the affiliate will send you new customers. It's a win for both of you.

In some cases, influencers do not share the same mission. They may be looking for a quick payment, which could cause them to share your campaign in a way that is not authentic or true to their brand or yours.

The Guy Points is an example of a company that has set up a strong affiliate marketing program.

He started his site as a place to show people how to travel using the points they've accumulated through shopping. Now the site is an affiliate site for credit cards, hotels and flights.

-- Advertisements --

In his AMA, he confirmed that he was receiving "2.5 million unique monthly views and was receiving between $ 50 and $ 400 by credit card to which someone had registered" .

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" the points come back in 2018 "class =" alignnone size-full wp-image-37420 "/> <img src="" alt=" the points come back in 2018" class = "alignnone size-full wp- image- 37420 "/>

See also  Serious buyers attend SMX Advanced. Lock the best rates here next Saturday!

As a business, you can tap the traffic that is already in place for a well-oiled site. By giving them a little perspective, you both win.

They will earn money and you will get a new customer. It's really a no-brainer.

4. Be responsive on social networks and disseminate user-generated content

If you read this blog, I would go so far as to say that you have, at a minimum, a presence on social networks.

While influencers typically use social media to fuel their efforts, sometimes taking matters into their own hands can build customer loyalty and have a deeper impact on your sales.

-- Advertisements --

Social media marketing has been an important part of any marketing strategy over the years, and it only continues to evolve in 2018.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" Most Effective Digital Marketing Tactics For 2018 "class =" full-size alignnone wp-image-37421 "data-lazy-data-lazy – /> <img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" <img src="" alt=" tactical digital marketing the most effective for 2018 "class =" full-size alignnone wp-image-37421 "/>

Your customers are already hanging out there. New data show that a majority of Americans are now on Facebook and YouTube.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" the majority of Americans are now using facebook and youtube "class =" full-size alignnone wp-image-37422 "data-lazy-data-lazy – /> <img src="" alt=" Majority of Americans now use facebook and youtube "class =" alignnone full-size wp-image-37422 "/>

Once again, this fact reinforces your need for video content.

But how can you use social media to increase your audience and increase your sales? An important answer is quite simple:

-- Advertisements --

Being reactive.

The data shows that companies can have a dramatic effect on their bottom line if they react and engage on social networks.

Consumers say that the best way for a brand to make a purchase is to simply be receptive.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" Brand actions that promote shopping "class =" full-size alignnone wp-image-37423 "data-lazy-data-lazy – /> <img src="" alt=" Brand actions that promote the shopping "class =" alignnone full-size wp-image-37423 "/>

If you respond on social media, people will talk about your positive interactions with customer service. Studies have revealed that about 48% of people talk to their friends about a good customer experience on social networks.

This creates a powerful form of word-of-mouth marketing. Your customers' friends may soon become your new customers.

-- Advertisements --

Facebook understands how impatient people are. They now tag the pages with badges that indicate their response times.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" facebook page about "class =" alignnone full-size wp-image-37424 "data-lazy-data-lazy – /> <img src="" alt=" facebook page about" class = " alignnone full-size wp-image-37424 "/>

To obtain the coveted "Very Responsive to Messages" badge, you must do two things in seven days:

  1. A response rate of 90%
  2. 15 minute response time

But what if you get a lot of requests? How should you follow each of them?

Mention is a tool that can help you streamline your customer experience operations on social networks.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" homepage mention in 2018 "class =" full-size alignnone wp-image-37425 "data-lazy-data-lazy – /> <img src="" alt=" mention page of 39 home in 2018 "class =" alignnone size -Full wp-image-37425 "/>

-- Advertisements --

He can help you and organize your mentions in an easy way to read so that you are not overwhelmed.

An example of exemplary customer service on social media would be JetBlue.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" jetblue interaction with the customer on twitter "class =" full-size alignnone wp-image-37426 "data-lazy-data-lazy – /> <img src="" alt=" jetblue interaction with the customer on twitter "class =" full-size alignnone wp-image-37426 "/>

Before things got out of control, they moved quickly and efficiently to resolve the situation, resulting in a happy and satisfied customer who could buy again.

But that's not all. JetBlue cares so much about their customer service that they have announced a partnership and an investment in Gladly customer service startup.

Here is what Bonny Simi, president of JetBlue's venture capital group, said about their customer service strategy:

-- Advertisements --

"People do not want to call anymore, so we are aiming for omni-channel communication that is on at all times."

He added: "[This communication should] takes advantage of the AI ​​to resolve customer issues as quickly as possible, and it will work with all major messaging applications."

Alors que vous travaillez à être réactif sur les réseaux sociaux, vous voudrez faire circuler le contenu incroyable (photos, vidéos et commentaires) et les accolades que vos utilisateurs partagent. Le contenu généré par l'utilisateur est extrêmement précieux.

Les sponsors paient généralement les influenceurs pour poster sur leurs produits ou leur contenu. Par contre, le contenu généré par l'utilisateur n'a aucun intérêt financier.

Cela rend votre marque plus authentique.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" quelle déclaration êtes-vous d'accord avec "class =" alignnone taille-plein wp-image-37427 "données paresseuses données paresseuses – /> <img src="" alt=" quelle déclaration êtes-vous d'accord avec" classe = "alignnone size-full wp-image-37427" />

-- Advertisements --

Et c'est nécessaire maintenant plus que jamais.

Les recherches démontrent que «92% des consommateurs font davantage confiance au contenu organique généré par les utilisateurs (CGU) qu'à la publicité traditionnelle».

Actuellement, Southwest Airlines exécute une campagne générée par l'utilisateur qu'elle appelle 175 Stories. Cette campagne intégrée invite les clients à partager leur histoire en utilisant le hashtag # 175Stories.

Ils ont même lancé un microsite pour partager davantage le contenu.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" compagnies aériennes sud-ouest explorent les histoires "class =" alignnone taille-pleine wp-image-37428 "/> <img src="" alt=" compagnies aériennes sud-ouest explorent les histoires" class = "alignnone taille-pleine wp-image- 37428 "/>

A en juger par une recherche rapide de hashtag, la campagne semble être efficace.

-- Advertisements --

Encourager les utilisateurs à agir comme vos propres photographes et à partager leur contenu peut avoir un impact positif sur la croissance de votre entreprise.

Une présence active sur les réseaux sociaux n'est pas seulement bénéfique pour vos clients. Il peut également faire des merveilles pour la notoriété de votre marque et vos revenus.

5. Tirer parti des applications de messagerie sociale pour atteindre plus de clients et se connecter avec ceux qui existent déjà

Le marketing par messagerie mobile est devenu une nouvelle tendance en 2018.

Il semble que les applications de messagerie sociale (WhatsApp, Facebook Messenger, et bien d'autres) sont tout l'engouement de nos jours.

Et honnêtement, ils devraient l'être.

Le marketing d'influence partage un message avec de nombreuses personnes. En utilisant les applications de messagerie sociale, vous pouvez envoyer de nombreux messages hautement personnalisés à de nombreuses personnes.

-- Advertisements --

Les utilisateurs et les entreprises sur Facebook envoient environ 8 milliards de messages sur Messenger chaque mois.

La meilleure partie est qu'ils ont généralement des taux élevés d'ouverture et de clics.

La croissance de ces applications de messagerie a explosé ces dernières années. En 2017, plus de 76% des utilisateurs de smartphones dans le monde utilisaient des applications de messagerie.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" utilisateurs de l'application de messagerie mobile dans le monde entier "class =" alignnone taille-pleine wp-image-37429 "données-lazy-data-paresseux – /> <img src="" alt=" = "alignnone taille-complet wp-image-37429" />

Le graphique montre également que, selon les projections actuelles, il y aura 2,48 milliards d'utilisateurs de l'application de messagerie de téléphonie mobile d'ici 2021.

Si vous voulez être là où sont vos clients, vous devez réfléchir à la manière dont vous exploitez votre stratégie de messagerie.

-- Advertisements --

Mais ce qui est intéressant, c'est que tous les spécialistes du marketing, pour une raison ou une autre, n'utilisent pas cela comme tactique de marketing.

L'étude «The State of Social 2018» a révélé que, malgré l'intérêt croissant et l'adoption des applications de messagerie, près de 80% des entreprises ne les commercialisent pas du tout.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" a votre entreprise utilisé des applications de messagerie pour le marketing "class =" alignnone taille-plein wp-image-37430 "données-paresseux-données-paresseux – /> <img src="" alt=" a votre entreprise utilisé des applications de messagerie pour le marketing "class =" alignnone taille-full wp-image-37430 "/>

C'est mauvais pour eux, mais c'est génial pour vous.

Moins d'entreprises faisant la promotion de leurs messages signifie une plus grande chance de vaincre le fouillis.

Les applications de messagerie sont idéales pour distribuer du contenu et offrir des offres promotionnelles directement à vos clients.

-- Advertisements --

Regardez comment DigitalMarketer a utilisé un chatbot pour distribuer son rapport "Mettre fin à la guerre entre ventes et marketing".

Les personnes intéressées par le rapport pourraient connecter leur Facebook en un simple clic. Ensuite, un message automatique arriverait dans leur compte Messenger avec un lien vers le rapport.

C'est rapide, facile et même un peu personnel.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt=" digitalmarketer chatbot "class =" aligner la taille de l'image wp-image-37431 "/> <img src="" alt=" digitalmarketer chatbot" class = "aligner la taille de l'image wp-image-37431" />

Mais ce n'est pas seulement une façon tape-à-l'oeil de distribuer du contenu.

It gets results, too.

See also  Facebook will create a section for "hard news video" in Watch
-- Advertisements --

For example, look at this retargeting campaign that used a chatbot to allow customers to “unlock a special discount.”

The results were incredible. They achieved a 48.2x ROAS (up from 5.6x) and a 1133% conversion rate increase.

HolidayPirates saw incredible success when they used a chatbot to deliver a promotion code to their customers.

They have over nine million digital followers, and they wanted to interact with them on social messaging platforms and send them a holiday promotion.

They grew their WhatsApp following to 750,000+ and achieved open rates of 50-60% and 90% click-through rates for the campaign.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="holidaypirates how we attract subscribers" class="alignnone size-full wp-image-37432" data-lazy- data-lazy-/><img src="" alt="holidaypirates how we attract subscribers" class="alignnone size-full wp-image-37432" />

-- Advertisements --

A 90% click-through rate?

That’s something you don’t see every day.

To get a chatbot set up, you just need to follow a few easy steps.

For this example, I’m going to use

First, visit their homepage and click on “Get Started for Free.”

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="its alive get started" class="alignnone size-full wp-image-37433"/><img src="" alt="its alive get started" class="alignnone size-full wp-image-37433"/>

-- Advertisements --

Then, fill out the information they ask for to register your account.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="its alive register" class="alignnone size-full wp-image-37434" data-lazy- data-lazy-/><img src="" alt="its alive register" class="alignnone size-full wp-image-37434" />

From there, choose your plan and hit “Next.”

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="its alive choose your plan" class="alignnone size-full wp-image-37435"/><img src="" alt="its alive choose your plan" class="alignnone size-full wp-image-37435"/>

Name and describe your bot, and then hit “Create this bot.”

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="its alive new bot" class="alignnone size-full wp-image-37436" data-lazy- data-lazy-/><img src="" alt="its alive new bot" class="alignnone size-full wp-image-37436" />

-- Advertisements --

Click on the pencil icon to edit the test bot that you get by default.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="is alive edit bot" class="alignnone size-full wp-image-37437"/><img src="" alt="is alive edit bot" class="alignnone size-full wp-image-37437"/>

Add your trigger and text. Triggers can vary from keywords to events. You can then program what you’d like the bot to do.

You can add as many triggers and texts as you’d like.

In this case, I am setting up the bot to answer FAQs.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="is alive bot faq" class="alignnone size-full wp-image-37438"/><img src="" alt="is alive bot faq" class="alignnone size-full wp-image-37438"/>

-- Advertisements --

Then, click the back button and select “Link to Facebook” in the menu.

From there, you’ll want to “Connect to your Facebook account” and select your business page.

Take special note of the test code as well. You will have to add that four-character code when you test your bot.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="its alive link to facebook" class="alignnone size-full wp-image-37439"/><img src="" alt="its alive link to facebook" class="alignnone size-full wp-image-37439"/>

Then, you can test your bot and see it in action for yourself.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="its alive testing bot" class="alignnone size-full wp-image-37440"/><img src="" alt="its alive testing bot" class="alignnone size-full wp-image-37440"/>

-- Advertisements --

Continue to tweak your bot until it accomplishes your business objectives.

Due to the widespread adoption of messaging apps and the generally untapped potential of social messaging marketing, your business could cut directly through the clutter with this tactic.

You should really consider how you can leverage it to reach new customers.

6. Continue to invest in your email marketing strategy

You might be thinking, “Email marketing. That’s so old school.”

While that may be true, it’s still a viable marketing tactic that you should double down on.

One advantage is that you can control and target your audience with email marketing better than you can with influencer marketing.

-- Advertisements --

Emails are part of everyday life, and using them as a marketing medium gets results. After all, users send 149,000+ emails each day.

That might sound like a lot of clutter, and it is. But it’s important that you keep your business top of mind in your customers’ inboxes.

But why?

Email still has the highest ROI when you compare it to any other marketing tactic.

For every $1 businesses spend on email marketing, they average a $38 return.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="email delivers highest roi" class="alignnone size-full wp-image-37441"/><img src="" alt="email delivers highest roi" class="alignnone size-full wp-image-37441"/>

-- Advertisements --

Notice how email marketing soars ahead of affiliate marketing, paid search, display ads, videos, social media marketing, and traditional marketing tactics.

If you want to assess the ROI of your email marketing campaigns, I recommend this email marketing ROI tool.

It’s very easy to use and can provide great insights into your current email marketing efforts.


Marketers even collectively agree that email has staying power in 2018.

In one survey, marketing professionals rated the effectiveness of digital marketing channels. Approximately 35% gave email marketing a “good” rating, and 18% rated it as “excellent.”

-- Advertisements --

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="effectiveness of digital media channels" class="alignnone size-full wp-image-37442"/><img src="" alt="effectiveness of digital media channels" class="alignnone size-full wp-image-37442"/>

This put email marketing in the lead as one of the most effective digital marketing channels according to marketers.

In 2018, you need to have an email marketing strategy in place and execute highly-personalized and targeted campaigns.

Customers are expecting this in all marketing tactics, but especially in email. If you haven’t targeted your email, they’ll consider it irrelevant to them. You can bet they’ll delete it.

Even worse, they might not open it.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="effects of personalization in the shopping experience" class="alignnone size-full wp-image-37443"/><img src="" alt="effects of personalization in the shopping experience" class="alignnone size-full wp-image-37443"/>

-- Advertisements --

A total of 49% of shoppers said that personalization “has led shoppers to purchase an item that wasn’t planned.”

By personalizing your copy, messaging, design, and even your pricing structure, you can encourage conversions and move customers to buy.

You can do this by segmenting your lists (separating your lists to ensure the correct campaign is going to the right audience) and using dynamic copy or pricing.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="segment your list convert" class="alignnone size-full wp-image-37444"/><img src="" alt="segment your list convert" class="alignnone size-full wp-image-37444"/>

How do you make sure that you’ve personalized your email campaigns and that you’re sending them to the right people?

That’s what the men’s shirt company Twillory had to answer.

-- Advertisements --

The team initiated an email campaign when they moved into a larger warehouse. They sent the below email to their first-tier recipients and achieved a 48.5% open rate and an 8% CTR.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="twillory" class="alignnone size-full wp-image-37445"/><img src="" alt="twillory" class="alignnone size-full wp-image-37445"/>

To their less-engaged tier, they stripped the graphic away and took a simpler, personalized, text-based approach.

<img src="data:image/gif;base64,R0lGODdhAQABAPAAAP///wAAACwAAAAAAQABAEACAkQBADs=" data-lazy-src="" alt="all text email" class="alignnone size-full wp-image-37446"/><img src="" alt="all text email" class="alignnone size-full wp-image-37446"/>

This resulted in “a 33% open rate and 11% click-through rate with a group of people who had not engaged in over 270 days.”

That’s a significant impact for their email marketing efforts.

-- Advertisements --

If you want to effectively reach your customers, then deploy smart, personalized, and targeted email marketing campaigns.


Influencer marketing isn’t dead.

At least, it isn’t dead yet.

For now, it still can perform as a viable part of your marketing strategy. The influencer marketing industry is still booming, and it’s still profitable in many cases.

But it may not be around for much longer. It’s becoming increasingly expensive, there’s no guarantee of results, it’s difficult to track the ROI of campaigns, and users are beginning to trust influencers less.

You need to prepare for alternate ways to acquire customers.

-- Advertisements --

Turn to video content to share a compelling narrative about your brand or help put a product on display.

Engage with customers directly on social media. Go out of your way to provide out-of-this-world service experiences that will turn your customers into passionate fans.

Focus on messenger marketing and directly share content, promotions, and solutions through messaging apps.

Finally, double down on email marketing. But as you do so, make sure that you target the right audience and personalize your messages with dynamic content.

If you do all of this, you’ll be ready if the days of influencer marketing come to an end.

What marketing tactics will you use in place of influencer marketing in 2018?

-- Advertisements --