As marketers continue to explore methods of advertising – social, search, email – it’s now possible to reach consumers anytime, anywhere. In this increasingly digitized world, some businesses have discounted the value of direct mail. However, recent research has revealed that overall engagement remains high, particularly among Millennials. Heightened engagement both with mail and new media provides opportunity for campaigns to reach consumers across multiple touchpoints, increasing impact.
The key to success for many mobile marketers is acquiring passionate customers who love the experience you provide them enough to spend their time and dollars with you. This session, presented by Sam Eisler, Mobile App Measurement Lead @ Google, focuses on why it is important to segment your users and how it ultimately ties back into your user acquisition strategy. She speaks about how industry and company play a key role in differentiating your customers and how to think about customer lifetime value in a way that is specific for your business framework.
ASOS Uses Machine Learning To Understand Customer Value (For the technically inclined, a full description is in the paper below)
The paper discusses a machine-learning framework that uses embedding in looking across all of product's customer views, and then assigns a value to each customer based on the characteristics of customers who he or she appears close to in product's view sequences. This gives a data output that can help differentiate high value from low value customers. This method results in an uplift in AUC (Area Under Curve), meaning that the system with the learned features was better than the system without learned features at distinguishing between the two classes (high-value and low-value).
Global Influencer Marketing What Platforms to Use, Policies to Follow and the Paths to Purchase Around the World
This article discusses influencer marketing and its successes. One of the key insights provided is that while celebrity (macro) influencers have a better reach than traditional media, micro (smaller) influencers have much more ability to generate sales and interactions. More than 50% of digital purchases have been driven by social media, the article reports. Online celebrities with a small following are trusted more than online celebrities with a large following.
In June 2018, Instagram reached 1 billion monthly active users, reaching 24% of internet users worldwide (Statista, 2018). Attracting the attention of Instagram users can be a challenge without an established credibility or emotional connection towards your brand. When selling a product on social media, having an influencer advocate for your product can establish that connection very quickly. For marketers who want to get started on their Instagram influencer strategy, this article lists the top Instagram influencers in areas like food, beauty, and more.
The article discusses a new concept in influencing marketing. Micro-influencers are social media individuals who work or specialize in a particular vertical and frequently share social media content about their interests. This Hubspot piece also points out some advantages of micro-influencers, including better engagement rates, more targeted audiences, and more affordable pricing. The article also provides some examples of significant brands that are successful in using micro-influencers for businesses ranging from consumer products to travel and accommodations.
Nowadays customers are increasingly connected and extensively interact with each other using technology-enabled media like online social networks. Hence, customers are frequently exposed to social influence when making purchase decisions. However, established approaches for customer valuation mostly neglect network effects based on social influence. This leads to a misallocation of resources. Following a design-oriented approach, the paper develops a model for customer valuation referred to as the customer lifetime network value (CLNV), incorporating an integrated network perspective.
The advent of the social media age has transformed the way marketers approach their customers. Often a message, no matter how carefully constructed, will fall short of marketing goals if sent through a medium that the customer does not trust or connect with. Influencer marketing is a strategy to approach customers in a meaningful medium, but there are many unanswered questions with this newly developing tactic. Why does influencer marketing work? How do we know it’s effective? What are associated costs and how do you get started?
With the rapid development of the civil aviation industry, high-quality customer resources have become a significant way to measure the competitiveness of the participating airlines. It is well known that the competition for high-value customers has become the core of airline profits. The research of airline customer lifetime value can help airlines identify high-value, medium-value and low-value travelers. What is more, an airline can make resource allocation more rational, with the least resource investment for maximum profit return.
There is a shift in how marketers are reaching consumers. They are employing not only media celebrities but stars from the social media sphere to market to consumers online. Why are today's audiences more receptive to social media influencers than traditional celebrity spokespersons? How do influencers act as tastemakers? How do they create desire for products? You may find the answer in these articles! No matter what your industry is,the authors describe in the pieces abstracted below the opportunities for your brand to collaborate with influencers.