The state of influencer marketing amid Covid-19: Concern but micro-influencers show path forward

Influencer marketing campaigns, so often trying to achieve a balance between aspiration and authenticity, have seen a fault line rip through them as the coronavirus pandemic has progressed.

For all of the missteps which made the news last year - Philip Morris breaking its internal rules on a campaign, fashion influencer Marissa Casey Grossman's marriage which brought a new meaning to the term 'brand engagement' - the statistics around influencer marketing were solid. According to...

Lessons brands can take from Covid-19: The importance of culture and long-term thinking

Opinion It’s no secret that the COVID-19 pandemic has put a lot of strain on a lot of brands. But that doesn’t mean that there aren’t vital lessons that those same brands can learn from the experience—lessons that can benefit them long into the future. So it’s a mistake to think that once the crisis is over, we should all dismiss this period as an anomaly. Instead, we should ask ourselves, What have we learned?

The public backlash against Wetherspoons at the start of the...

Joining the dots: How to keep your brand consistent—online and offline

Coronavirus has swept across the world and everyone is feeling it. Individuals are in self-isolation and brands are having to adapt. Entire industries are having to rethink the way they operate from top to bottom in order to weather the storm and emerge on the other side ready to serve their customers. And though it’s understandable that there’s a lot of pessimism around, the crisis will pass, and businesses should be preparing as best they can so that they’re ready to bounce...

Marketing and brand purpose in Covid-19: Getting social media right while social distancing

Call it a 'new normal', an adjusted reality, or whatever you will; for many businesses amid the Covid-19 pandemic, the show has to go on. But with it comes extra nuance; the standard off-the-shelf marketing messages may not cut it right now.

Or could they? Tom Goodwin, of comms agency Publicis Groupe, recently wrote on LinkedIn that 'by now, what [he] really wants in advertising is for [companies] to ignore the current crisis, rather than pretending to care about it.' "I don't...

Instagram and social engagement rises in lockdown – but influencers having less impact

More people are engaging with Instagram, but posts from influencers are on the decline as marketing budgets are slashed, according to the latest report from Socialbakers.

The company's Social Media Trends report, for Q1, specifically highlighted the impact Covid-19 was having on marketing trends. While many organisations were undergoing a natural change in circumstances amid the pandemic - take the travel industry as an example highlighted by this publication earlier this week -...

How micro-influencers can become integral to impactful marketing campaigns

The influencer marketing industry has been subject to great scrutiny in recent years with concerns about trust, transparency and authenticity looming over brands and influencers alike. As a result, consumers have become more skeptical, the Advertising Standards Authority has enforced much stricter rules on the discipline, and social media giants have introduced new measures to keep their platforms free from fraud. It’s no wonder then that micro and nano-influencers have become the...

Where brands now sit amid Covid-19: Intimacy at scale in a time of crisis

Social noise is getting louder. The big social media platforms from Instagram, YouTube to Facebook have become overly saturated with content, they may be a staple for digital marketing and advertising, but it is increasingly difficult to target an audience on these platforms.

Those brands that are rising to the top are the ones that are continually refining their unique social footprint, and this is all the more relevant in these unprecedented times.

Developing and...

How to reach local audiences with your existing content strategy: Four in-depth methods

Consumer behaviour is trending toward on-the-go mobile shopping.

A 2018 study by Uberall revealed that 69% of smartphone users rely on their devices for shopping. Among those in that group, 82% had customised their searches to be “near me.” Data released in 2017 confirmed this trend: Four in five consumers want search results and ads to be customised to their local area, and half of smartphone shoppers visit a local store within a day of their...

Four key ways a brand can set up an army of employee advocates

It’s important for businesses to tap into the power of their people – and how they possess a deeper understanding of customer needs – as well as the type of digital comms they want to interact with.

Empowering staff can transform a firm’s online presence and ROI too, because customers often trust those they know over an organisation’s marketing messages. 

This is where an employee advocacy programme can effectively be rolled out....

The key digital marketing pitfalls tech startups need to avoid: A guide

There are few things more difficult than starting your own business. Studies show that as many as 60% of firms close their doors within three years.

For those of us in the startup world, the same question often arises: what causes the downfall of so many promising businesses? Well, the relative strength of the core proposition is undoubtedly the most important determinant of success, with research showing as many as 42% of companies fail because their central product idea is weak....