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Carri Bugbee

This is Your Brain on Emojis. Here's How to Use Them in Your Marketing - 0 views

  • Scientists have discovered that when we look at a smiley face online, the same parts of the brain are activated as when we look at a real human face. Our mood changes, and we might even alter our facial expressions to match the emotion of the emoticon.
Carri Bugbee

Messaging Manifesto: Consumers Are Tuning Out the Old-Fashioned Brand Strategy of Blast... - 0 views

  • 2,200 consumers worldwide finds that 63 percent of respondents are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic ad messages repeatedly. The poll found that the two things brands should do to make advertising more appealing to their audiences are to 1) show ads less often, and 2) make the content personalized and relevant based on consumer behavior across other channels and interactions.
  • 78.6 percent of consumers said they are only likely to engage with a brand using coupons or other offers if those promotions are directly tied to how they have interacted with the brand previously. This can include sending offers via email, mobile or social media after they have visited a brand's website or tailoring communications based on products viewed or purchased. The poll was conducted in the United States, United Kingdom, France, Germany and Australia.
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    3 percent of respondents are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic ad messages repeatedly
Carri Bugbee

Addressing Invalid Non-Human Traffic - Craig Jaffe Research 360°Leadership in... - 0 views

    • Your ad campaign: digital ad fraud artificially drives up your campaign's audiences by 5% to 50%.

    • Your money: if you advertise on digital, your company and others are collectively expected to be cheated out of more than $6 billion this year in 2015.

    • The sites you buy: fraud impacts a wide variety of areas on the internet, including major sites such as Google, Facebook, Amazon, and others.

    • Your units: all types of advertising are affected, such as digital video and display.

    • The way you buy: programmatic can be problematic, even when inventory is obtained from trusted sources. 
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    the Association of National Advertisers (ANA) worked with security firm White Ops to conduct the largest public study of bots -- a major form of invalid traffic affecting advertising.
Carri Bugbee

Teens, Social Media & Technology Overview 2015 | Pew Research Center - 0 views

  • 24% of teens go online “almost constantly,” facilitated by the widespread availability of smartphones.
  • African-American and Hispanic youth report more frequent internet use than white teens. Among African-American teens, 34% report going online “almost constantly” as do 32% of Hispanic teens, while 19% of white teens go online that often.
  • 71% of teens use more than one social network site
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  • Middle and upper income teens lean toward Instagram and Snapchat

  • Teenage girls use social media sites and platforms — particularly visually-oriented ones — for sharing more than their male counterparts do.
Carri Bugbee

Instagram will ask you to buy the things you photograph (except cats) - 0 views

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    Instagram said it will soon break out the mounds of data gleaned from tracking how people spend their time on the app - plus parent company Facebook's massive firepower in this area - to pick products and services that Instagram's algorithms think you might particularly enjoy. (Although we're pretty sure you cannot buy a favorite subject of Instagram photos: cats).
Carri Bugbee

Influencer Unicorns: What Three Years of Data Tells Us About Picking Influencers | Mova... - 0 views

    • Many platforms and tools (Buzzsumo, Traackr, LittleBird, Tracx, Klout, etc.) try to identify and quantify influencer metrics such as:

      • Relevance
      • Reach/Audience
      • Quality
      • Engagement
      • Activity
  • when a brand is working with an influencer the perceived potential (“I have 18 million followers!!!”, etc…) of the influencer to create great content and move an audience has surprisingly little to do with how well they perform at attracting an audience to their branded content.
  • We have found the most under-appreciated relationship is the third leg of the triangle: the relationship between the author and the brand, which are driven by both tangible rewards (fairness, upside) and intangible motivations (autonomy, reputation, and mastery).
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  • Lets call this relationship “author alignment”.  When you get it right, you will occasionally get unicorns.
  • we provided our creators with the opportunity to earn royalties of $0.10 to $0.50 for unique visitors they moved to our branded sites over a three month window, with a cap on total performance.
  • Given incentives, the average influencer moved an average of ~500 additional monthly visitors to their content.
  • It became clear that one secret of the unicorns, the most effective and consistent influencers, was creating a kind of promotional permanence.
  • “being huge on Twitter” doesn’t truly equate to influence. The ephemeral nature of social media, and the incentives of the social media platform owners, means that even the biggest social media audience doesn’t  translate into an audience for the content an influencer creates. Promotional permanence is what drives outsized results, which means alignment is critical.
  • intangible incentives such as Autonomy, Reputation, and Mastery are fundamental to creating content that rises above the merely “good enough” for influencers
  • we have found that “unpaid influencer” costs often outpace the costs of the compensated approach due to missed deadlines, recruiting challenges, concessions to author autonomy, and mismatched expectations about the value exchange..
  • once tangible incentives are involved,  intangible incentives tend to be quickly forgotten.  Once a price is established, many marketers ignore intangibles completely, assuming the relationship more closely resembles the paid freelancer.
  • we have found that combining tangible and intangible incentives leads to a result that delivers substantial incremental value (an audience worth $200-$400 per article) over 90% of the time.
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