social media

CMO Briefs: Influencer Marketing: Best Practices, Trends & Covid’s Impact

  • Posted: October 11, 2021

Influencer marketing continues to grow ever more complex. Options are increasing and in today’s climate, striking the right tone with consumers is crucial. What consumers long to see is authentic relationships between brands and influencers. In just a few years, the paradigm has shifted away from a focus on major celebrities and toward niche, micro-influencers. So, while finding the right influencer is crucial, these complexities can make it challenging. Read more.

Influencer Marketing: Best Practices, Trends & Covid’s Impact

Influencer Marketing: Best Practices, Trends & Covid’s Impact

  • ARF Knowledge at Hand; CMO BRIEF

Influencer marketing has grown more complex over a short period of time, and Covid has accelerated its development. Options have increased significantly while setting the right tone with consumers is perhaps more crucial than ever before. What consumers want to see is authentic relationships between brands and influencers. And the focus has shifted away from celebrities and towards niche, micro-influencers. The following Knowledge at Hand and CMO Brief cover a recent Knowledge Center report looking into the current state of influencer marketing, what the trends are, how Covid has affected this phenomenon and best practices when putting together an influencer strategy.

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Apple ATT is Now Live. How are Brands Being Impacted, and What is the Path Forward?

Apple ATT is Now Live. How are Brands Being Impacted, and What is the Path Forward?

Matt Voda, CEO of OptiMine, returned to the Insights Studio, on Oct. 5 to revisit the topic of Apple’s ATT changes and the impact they’re having on the measurement ecosystem. Matt provided an overview of Apple’s ATT changes from May 2021, with a focus on what changed, why and when. Given Apple’s impact—tracking going dark, rising CPMs and measurement holes—what are brands seeing? With tracking and privacy changing expected to move forward, how likely are they to impact brands even more? In terms of a path forward, what are practical steps to address the changes and determine a future-proof framework for brands in this new era of privacy?

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The Social Media Measurement Field Guide

The Social Media Measurement Field Guide

  • ARF SOCIAL COUNCIL

If you are new to social media measurement or could use a refresher, this guide is for you. It covers the metrics used for different types of social media marketing, sources for those metrics, KPIs, descriptions of useful study types, use cases, challenges, and appendices listing resources, key metric definitions and more. The field guide is the product of the ARF Social Council, a body comprised of leaders in the field hailing from major social platforms, brands, agencies, and relevant startups. The council revealed the guide’s top ten takeaways at a June 29 event. Now, the ARF offers its members the full and complete version.

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  • Article

JAR: Shoppers Like Explicit Donation Links in Cause-Related Marketing Ads

Companies increasingly target nonprofit web and social media followers by using cause-related marketing display ads on the websites of charity or nonprofit organizations. Two key formats are used: either transactional (representing an explicit donation amount that a consumer can make to the nonprofit) or nontransactional (representing online cause sponsorship). Which one is more successful? A new study has some answers.  Read the article.

  • Article

JAR: Which Noncelebrity Endorser Is Best: Staff or Customer?

One way for smaller brands to save money on advertising is to use their customers and employees as endorsers, rather than spend big bucks (and risk fame fallout) on a superstar. So, which type of noncelebrity endorser is most effective, and under what circumstances? Findings from European researchers offer practical solutions to these questions.  Read the article.

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