Nearly two-thirds (61%) of marketers say one the biggest challenges of influencer marketing is identifying the relevant persons who can truly help their brand or campaigns, according to a recent report from Augure.
More than half (56%) of marketers say another major challenge is getting the attention of influencers and building interest with them via direct interactions.
Accurately measuring the ROI of influencer campaigns is an additional headache, with 44% of marketers citing it as...
Thankfully, I never studied the theories of marketing.
My main issue with theory is that it’s just that – theory. While it does provide a healthy marketing framework, it gets in way when trying to innovate. Too often people are guided by theory without seeing it for what it really is – something they have the power to test, disprove, or develop. Theory can become a barrier to taking a new perspective, experimenting, and discovering.
Influencers expect to get exclusive information, materials for their own content through collaboration
Influencer marketing, considered by some to be a buzzword, is proving to be a beneficial relationship for both the marketers doing it and the influencers who participate, according to a January 2014 study by Augure—which defined an influencer as someone who is able to mobilize opinions, creates reactions when talking about a specific topic, has a large audience or base of followers and has a high degree of participation in a conversation on a given subject.
I had just stepped off the stage at Dreamforce 2013 when I was asked by an audience member, "Who are other thought leaders I should follow in the marketing automation industry?" I had a very hard time giving her names because marketing automation is made up of so many differing tactics, all of which have their own thought leaders. Without knowing which areas she wanted to know more about, I couldn't pinpoint the one person she should follow to help her obtain the knowledge she wanted.
Dell has essentially hit the reset button since re-entering the market as a private company and getting back to its b-to-b roots. Now it wants to be seen with the same "entrepreneurial spirit" it had as a startup -- a key message the company is trying to communicate in its "Beginnings" campaign, according to Bryan Jones, Dell's VP of marketing, Americas.
But one of the first things it's learned is that even a branding campaign aimed at businesses can strike a chord with non-business consumers. The social media response has been ...
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