influencers

Influencer Engagement, Ad Disengagement, Co-Branding Recall and Sponsorship ROI

At this Insights Studio, authors from India, Hong Kong and the U.S. showcased their work published in the Journal of Advertising Research on why consumers follow influencers, why people tune out of advertising, what triggers memory and recognition of brands that co-appear in ads, and whether brands are overspending on sport sponsorships. In the concluding Q&A, talking points included parallels of engagement and context effects between the different themes, KPIs in attention and sales outcomes, influencers’ roles as media and creative, and risks for strong brand personalities in sports sponsorships.

Do I Have Your Attention? Banner Blindness Tactics, Roadblock Ads and Influencer Cues

At this Insights Studio, speakers on four different continents presented their work published in the JAR, with common themes of attention and frequency. Two presentations focused on banner blindness tactics: one compared the effectiveness of personalization and extreme creative strategies, while the other showed how unexpected ads like pop-ups and floaters drive attention and shape attitudes. A study on roadblock advertising tackled the question: Is this attention-getting tactic worth the substantial cost? And lastly: effects of influencer disclosures over time within a framework of consumer skepticism. A lively Q&A discussion explored the roles of attention and inattention in creative and media, contextual nuances, frequency effects of roadblock advertising and influencer disclosures, differences in attention factors across cultures, and the need for more research overall in the area of attention.

The Social Media Landscape

Over the last six months, social media has received a lot of attention on numerous fronts, from economic challenges the platforms are facing to changing hands in ownership to the recent Congressional hearings. This event looked at consumers’ current relationships to social media and their perceptions of social media platforms and use cases. Experts from the Social Council reported on the results of a survey of 2,490 social media users that they had conducted in partnership with Dynata that took a deeper look at social media’s role and function in the daily lives and experiences of its users. The findings unveiled eye opening insights and opportunities to help marketers understand where and how they can engage their target audiences on social media.

The Future of Social Media for Marketers

On March 16, 2023, the ARF Young Pros led an exploration of the ongoing transformation and future trajectory of social media to help organizations navigate the landscape and create more strategic social media plans. Panelists discussed trends, the role of influencers, creative branding campaigns and more.

How Retailers are Connecting the Metaverse to the Real World and Revenue

AJ Dalal of Publicis Sapient defined the metaverse and outlined some pioneering moves certain brands have taken within it. He also shared advice on how to be successful in this burgeoning new phase of the internet. The interoperability of web 3.0 allows consumers to take their avatar and NFTs across platforms, which unlocks highly personalized and unique experiences and the ability to execute instant settlement in real time. To ensure success, a brand should remember its target market, which in this space is 16- to 25-year-olds, concentrate on what value their experience brings to the consumer, be authentic and specific and consider an evolving roadmap, being transparent with users that the experience rests on new technology and might evolve and improve over time.

The Future of Shopping: Where, How and Why People Will Buy Things

Elizabeth Harris and Melvin Melendez of Arc Worldwide covered how people are going to buy things in the future. The process will become seamlessly interwoven into experiences driven by technologies such as AI, VR and electric vehicles. They started with a quote from their parent company Publicis Groupe’s founder, Rishad Tobaccowala, “The future does not fit into the containers of the past.” The presenters then gave a number of examples of recent and future approaches which are highly personalized, immersive experiences that engage and entertain while solving problems.

The Rise of the Confident Shopper

Vita Molis and Cassie Taylor of TikTok offered insights from four different studies conducted in the past six months: #TikTokMadeMeBuyIt, an ecommerce study, their Entertaining Ads study and one called Creators Drive Commerce. #TikTokMadeMeBuyIt was conducted in the U.S. and Canada, where over 1,000 respondents in each market filled out a 20-minute online questionnaire. They also had qualitative triads covering six categories.

Strategies for Sustaining Social Media Engagement

  • MSI

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).

How Influencer KPI Patterns Differ across Social Media Platforms

  • JOURNAL OF ADVERTISING RESEARCH

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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Consumer Ambassadors Promote Prosocial Behavior for Themselves & Others

Using consumers as “ambassadors” has many benefits, research has shown. They can help organizations promote their prosocial messages about the environment and other issues and might even become the impetus behind positive behaviors across social networks. However, the greatest impact and the most persistent one, may be on the ambassador themselves, especially those who were less than environmentally conscious at the outset.

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