How Net Neutrality Will Impact Influencer Marketing

Earlier this week, The Federal Communications Commission (FCC) voted to reverse Obama-era regulations for Internet Service Providers (ISPs) which disallowed companies to speed up service for some websites or applications, over others for a variety of reasons.

Advocates for net neutrality, fear that a repeal could lead to Internet providers giving preferential treatment to sites that they own or have been paid by and legally discriminate against those that they don’t like, for whatever reason.

By and large, influencers can be considered sole proprietors or small businesses owners, whose primary route for growth is through their website, content, and audience engagement. For influencers, they imagine a scenario where their audiences, turned off by the slowed response time of the influencers’ platforms, may eventually stop viewing their content all together.

The influencer marketing industry stands to be directly and, in some cases, immediately impacted by the repeal of net neutrality regulations should ISPs like AT&T and Verizon start placing commercial interests ahead of fair access principles.

Here are five potential ways it could affect the influencer marketing industry, overall:

More Pay for Equal Play

  • In order to see their content served up in the speed their audiences are accustomed to, influencers and influencer networks may have to shell out more money to their internet providers in order to see this happen. So, what does this mean for brands and agencies that count on influencers to advance their programs? Well, someone has to cover those costs, and that means that influencers and their agents may offset their incurred costs by charging higher talent fees to agencies and brands.
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    Knowledge Now Has a Price

  • The majority of the US gets their news and information from search platforms, and from web-based encyclopedias like Wikipedia. But, because of the volume of their content and the archival nature of their data – they are likely to be deemed more expensive to host by their ISPs. In this instance, those companies would then be forced to start charging their users in order to offset costs via a subscription fee. Spoiler Alert: this may well extend to the platforms you currently enjoy for free.
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    Your Cellphone Bill Just Took a Hit

  • Arguably, the consequences of the repeal will be felt on mobile first– where broadband companies are likely to zero in on streaming services. You will likely start to see the end of ‘unlimited’ data packages in favor of pay-by-play data packages of varying sizes. For influencers on Instagram and Snapchat, it’s likely that you’ll see a reduction in the streaming content they produce, in an effort to monitor their data use and spending.
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    The Rapid Rise of the Micro-Influencer

  • It’s likely that as it becomes increasingly expensive for brands to work with high-tier influencers, they’ll instead shift their focus to leverage multiple micro-influencers across a campaign vs. a celebrity influencer to help spread their message. Similarly, agencies may feel pressure to squeeze more out of an individual micro-influencer for less.
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    PR in Focus

  • As it becomes more expensive for brands to simple pay for media attention, they’ll place more importance on earned media coverage over traditionally paid methods, including influencer marketing. Increasingly, the “PR-ability” of an influencer will come into play when choosing a potential partner.
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    The above hypothetical scenarios all have one common outcome – which is – higher prices for the end user. While these effects may not be felt immediately across the board, over time, these costs may well exponentially increase.

    While some ISPs have made very public pledges to maintain neutrality, and provided unfettered service to all, only time will tell the exact repercussions for users and across the advertising and marketing industries.

    The post How Net Neutrality Will Impact Influencer Marketing appeared first on 360i Digital Agency Blog.

    Tips for a digital product sampling campaign

    Product sampling campaigns can be an excellent way to improve brand exposure, create more personalised results for businesses, and deliver more qualified leads to any sales team.

    The simple reason for this is that product sampling allows your customers to test out what you have to offer before they ever make a purchase – giving them the power to get accustomed to your company – free of charge.

    At the same time, product sampling raises awareness for the product in question, giving businesses the opportunity to gather crucial reviews, feedback, and data on how consumers feel about an item or service.

    What is digital product sampling?

    Most companies are only familiar with product sampling in the way it pertains to free giveaways at events or samples offered by a shop on the high-street. However, the truth is that there’s more to sampling than you might think.

    In fact, digital sampling can add a whole new dimension to the traditional product sampling marketplace – allowing companies to save time and money when they’re searching for valuable customer data. If you have a digital product, like a piece of software, an eBook, or a learning opportunity available, then you can still take part in the product sampling strategy.

    Here are a few tips to get you started:

    1.    Start with a solid goal

    All product sampling campaigns – digital or otherwise – must begin with a solid goal. This means asking yourself what you want to achieve with your campaign. Are you hoping to learn more about your target audience, or do you simply want to raise awareness for your brand?

    Remember that your goal will be intrinsically linked to your target audience, as you’ll need to know who you’re going to target if you want your campaign to be successful. Once you have a goal and an audience in mind, you can think about how you’re going to offer your product sample to your target customers.

    2.    Consider distribution

    The best product sampling campaigns succeed because they’re carefully and strategically structured. Placing a download on your website and hoping that the right customers will find it might not give you great results.

    However, you could consider connecting with customers from the target market you’re trying to reach through email, PPC campaigns, and targeted social ads.

    Today, social media advertisements can be designed to specifically show to a unique collection of people based on important demographics like age, job title, location, and more.

    Combining your sampling strategy with your social media marketing techniques could be a great way to boost your chances of success.

    3.    Measure your progress

    Finally, one of the things that makes product sampling such a powerful solution for many businesses, is that you can measure the progress of your campaign, and make changes to your strategy based on the information you gather.

    For instance, you might find out that more women then men download your sample, or that you can access more engagement from a particular country.

    The more you learn from your digital campaigns, the more you can make real-time changes to enhance brand awareness in all the right places.

    Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442, or email us on info@hotcow.co.uk.

    The post Tips for a digital product sampling campaign appeared first on Hotcow.

    Performics and Northwestern University’s Intent Lab Releases First Retail Brand-Level Digital Satisfaction Index™ (DSI), Comparing Shopper Satisfaction for Lululemon, H&M and Gap

    Lululemon Leads the Way in Online Utility and Social, While Shoppers Perceive Gap as Most Trustworthy

    CHICAGO–(BUSINESS WIRE)–Performics, the premier performance marketing revenue growth driver, released the first edition of its Retail Brand-Level Digital Satisfaction Index™ (DSI), which compares digital satisfaction for retail in general, as well as across specific brands: Lululemon, H&M and Gap. The DSI is a quarterly measure of consumer attitudes and perceptions of online marketing, produced by the Intent Lab, a research partnership between Performics and Northwestern University Medill School of Journalism, Media and Integrated Marketing. The Retail Brand-Level DSI surveyed 1500 respondents in the U.S.

    The DSI uses four key factors to understand consumer satisfaction:

    • Utility: Usefulness of site/app experiences
    • Social: Ability of brands to create communities
    • Privacy: Comfort around site information collection
    • Trust: Credibility of information from brands

    According to Esteban Ribero, Performics SVP of Planning and Insights, “Our study showed that Utility was by far the most important factor in driving digital satisfaction for retail consumers. The good news is that most shoppers are loving the UX of retail websites and apps. To illustrate, 79% of respondents said the structure of retail websites and apps is intuitive.”

    In regards to digital satisfaction for specific retail brands, the Intent Lab ranked Lululemon first overall, with H&M and Gap following. Shoppers perceived Lululemon as the most convenient and social brand, while Gap ranked highest in trustworthiness. All retailers have work to do around the Privacy factor, ensuring shoppers that they’re able to protect personal information. In fact, 34% of respondents said that they’re worried about storing their credit card information online with retailers.

    “The DSI exposed the challenge that many retailers face in balancing personalization and privacy,” said Ribero. “Shoppers want both, and getting either wrong could be a deal breaker in terms of satisfaction.” 48% of respondents in the study said that they don’t like personalization because they don’t like to be tracked. At the same time, the large majority of shoppers wish that retail content and information was better prioritized based on their preferences. “There’s a trade-off between personalization and privacy in retail, and the key to digital satisfaction is being open and honest about what information is collected,” said Ribero.

    View the 2017 Retail Brand-Level Digital Satisfaction Index™ (DSI) for more insights into overall retail satisfaction, as well as satisfaction comparisons between Lululemon, H&M and Gap.

    About Performics

    As the original performance marketing agency, Performics is the premier revenue growth driver for many of the world’s most admired brands. Across an expansive global network operating in 57 countries, Performics leverages data, technology and talent to create and convert consumer demand wherever it is expressed—search, social, display, commerce and offline channels. Performics is built for the relentless pursuit of results. Headquartered in Chicago, Performics is a Publicis Media company. To learn more, visit https://www.performics.com.

    Contacts

    Performics
    Dan Malachowski, 212-468-4145
    Marketing Director
    dan.malachowski@performics.com

    The post Performics and Northwestern University’s Intent Lab Releases First Retail Brand-Level Digital Satisfaction Index™ (DSI), Comparing Shopper Satisfaction for Lululemon, H&M and Gap appeared first on Performics.

    Innovation at the point of sale – a journey around the world

    Several years ago, experts predicted the end of over-the-counter trade. That is to say, it would not be able to exist alongside online trade in this new digital world. However, this viewpoint has once again shifted as connected commerce concepts are slowly but surely taking hold. Previous online “pure players” such as notebooksbilliger.de or mymuesli have even set up stationary concept stores, and now find themselves in the product ranges of large retail chains. But what are the reasons behind this change, and which innovations are bringing retail back into the game?

    Der Beitrag Innovation at the point of sale – a journey around the world erschien zuerst auf Serviceplan Blog.

    Love Communications Pauses to Reflect This Holiday Season

    Every year around this time, we find ourselves loading our schedules with this holiday concert, that family party, shopping for those friends and family members and trying to keep up all our traditions. The holiday season can be an overwhelming time of year with so many places to be and things to check off the list. Are we merely going through the motions and operating on autopilot? Or are we being mindful and doing these holiday activities with purpose?

    This holiday season, Love Communications took a moment to pause, reflect and come up with a holiday greeting with meaning. What we discovered was a poignant message that resonates with every employee – it’s time to spread a little more Love.

    Employees of the agency visited multiple locations in Salt Lake City, held up a sign reading “holiday hugs,” and hugged any and all of those we met. We loved watching the smiles of strangers rise to match those of our employees as barriers were broken and friendships formed. Now is the perfect time to step back, think of those you know and those you don’t, and spread the Love in your own way. Happy holidays, from our Love family to yours!

     

    The post Love Communications Pauses to Reflect This Holiday Season appeared first on Love Communications.

    5 Digital Marketing Mistakes That Will Put You on Santa’s Naughty List

    As the cherished Christmas song we all know and love goes, “He’s making a list. He’s checking it twice. He’s gonna find out who’s naughty or nice.” And if this isn’t scary enough it continues, “He sees you when you’re sleeping. He knows when you’re awake. He knows when you’ve been bad or good. So […]

    The post 5 Digital Marketing Mistakes That Will Put You on Santa’s Naughty List appeared first on 97th Floor.