Engaging consumers on social media platforms is extremely advantageous for firms. Yet, sustaining engagement is not always easy. Usership often drops off. The field experiment described in this Marketing Science Institute (MSI) working paper shows helpful ways to sustain social media engagement and offers insights into the positive effects of offering certain members power in their online community (OC).
Brands increasingly use social media influencers as part of their marketing strategy, yet methods for measuring their effectiveness and for choosing optimal partners are unreliable. New research analyzing the key performance indicators (followers and engagement) of 180 influencers, across five social media platforms, identifies patterns that marketers can use toward establishing partnerships with the right influencers.
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Allison Gutkowski – Director of Global Research, HCD Research
Michelle Niedziela, Ph.D. – VP of Research & Innovation, HCD Research
Allison Gutkowski and Michelle Niedziela of HCD Research covered unique approaches to increasing consumer engagement and introduced the concept of sensory memetics, which they describe as an approach to curating it. They also shared their thoughts on identifying consumer habits and lifestyle and incorporating these with sensory profiling to make them more meaningful. Moreover, utilizing new technologies, like ChatGPT, can offer new product ideas and social media marketing messages that evoke brand harmony and are more engaging. They also dove into the theoretical drivers behind behaviors that either spell engagement or ad avoidance and where the line is between authenticity and distrust due to sponsorship.Key Takeaways
A major study on viewers’ journey through different touchpoints, their viewing decisions and engagement after they watch, reveals new insights.
Can reading online customer reviews (OCRs) influence the opinion of a consumer who has already experienced a product? The answer is yes, new research finds. It turns out, consumers are far more persuaded by online customer reviews than previously thought, according to this research. The findings have significant implications in how best to communicate with customers post-purchase.
Member Only AccessWhile the various polls looking at the “Best Super Bowl Commercials” tend to vary widely in their results, advertising experts show a lot of agreement on what makes Super Bowl ads successful.
On November 9, 2022, industry leaders joined us to share highlights from EffWorks Global 2022 — a week-long celebration of the best new thinking and evidence-based decision-making research for marketing effectiveness. Topics of discussion included: marketing in the post-Covid economy, effective advertising in unprecedented times, the value of Share of Voice/Share of Attention/Share of Search in terms of effectiveness and commercial decision making, and more.
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On September 12, the ARF and Adelaide co-hosted an event to deepen understanding around how attention metrics work, how to utilize them and the nuances of their application to media and advertising quality measurement. Attention Economy experts from Adelaide, Anheuser-Busch InBev, the ARF, The Attention Council, Havas Media Group, OMD USA, Realeyes and TVision hosted shared presentations and held focused discussions on how attention metrics can optimize the match between media placement and consumer targets, improve creative testing and overall campaign outcomes, and more.
Member Only AccessTwo events take place next week that are designed to help marketers create attention-grabbing and effective messages.
The ANA has introduced a set of guidelines for influencer marketing measurement to help advertisers better assess influencer marketing’s value. Read more »