New at Mattr: Activate Influencers and Track Engagement

New at Mattr: Activate Influencers and Track Engagement

Here at Mattr, 2016 has already been an exciting year! Some of our most anticipated Influencer Marketing features have been added in January, like the ability to activate influencers,with more coming the next couple of months! Here’s a breakdown of what you will now see in the app. Activate Influencers for a Campaign Users now have the ability to create an influencer campaign through Virtual Agent. Search through our pool of Featured Influencers, select and monitor influencers based on your unique campaign goals, and then activate those influencers, instantly, for campaigns. Set campaign details, like specific hashtags to be used by influencers and your campaign budget. Track Campaign Engagement View campaign stats for each influencer once the campaign goes live, including number of impressions and engagement (shares, likes, etc). Track how much you are spending on your campaign and how many days the campaign has been active. Exhaust your campaign once your budget has been met- or if the campaign goes viral, increase your budget! Stay tuned for more feature updates, coming...
Influencer Marketing to Show Steady Progress in 2016

Influencer Marketing to Show Steady Progress in 2016

Driverless cars, bitcoin, Airbnb – technology, alongside innovative business models, have been changing the way we’ve done things for decades. Advertising is a market that feels destined for a major disruption. We’ve seen that millennials and Gen Z consumers won’t go for digital and, even with more creative content and new platforms, clickthrough rates have remained dismal. Think about it: what else would you buy that has a success rate of less than one out of a thousand? That’s a failure rate, not a success rate! Marketers know we need to evolve the model of getting a brand’s message to the consumer and there will be some steady progress for Influencer Marketing in 2016, but we’ll be running through deep sand for a while. Millennials and Gen Z will continue to frustrate marketers Past precedence has shown that the marketing methods that work today won’t resonate with those in the prime buying generation. For example, Baby Boomers moved from direct mail to telemarketing. Generation X moved from telemarketing to email marketing. Now millennials are moving from social media to influencer marketing. Gen Z, however, will demand complete transparency in marketing efforts, leading to a decrease in paid influencer marketing and a rise in open and honest influencer marketing, or brand advocacy. Marketers will get budget for advocacy pilot projects Consumers are longing for more personalized interactions with their favored brands beyond complaints. Millennials, in particular, will advocate for brands they love. To cultivate these loyalists, marketers want to rely heavily on technology to gain insight into their behaviors and desires and participate in content creation, crowdsourcing and even social activism. But...

Digital Marketing Won’t Work for Gen Z

Ever wonder how Vice Media became such a digital marketing powerhouse? Vice creator, Shane Smith, had this to confess: “Young people have been marketed to since they were babies, they develop this incredibly sophisticated bull**** detector, and the only way to circumvent the bull**** detector is to not bull****.” Cynical Target Markets He’s attributing their success to a unique editorial approach that resonates well with their target audience: Gen Xers and millennials. Hardened by economic hardships and distrustful of institutional organizations, both generations are cynical and hungry for authenticity. Such insight into disenfranchised generations’ values has helped cement Vice’s status and powerhouse ranking among legacy media companies. But I’d also venture to say that advancements in technology catalyzed real change in how news organizations and brands have addressed their audience over the years. Vice blossomed at a time when video production costs have gone down and quality has gone up; and when viewer engagement is easier to quantify too. This was hardly the case three decades ago when direct marketing was first introduced in the 1970’s. It was mainly used to send mail-in campaigns, promotions and coupons to the Baby Boomers. But marketers eventually realized it generated poor leads. This generation valued trust and loyalty, which gave rise to telemarketing as a replacement to direct mail where two or more calls were involved to determine a consumer’s needs and motivate them to purchase. As demographics became more diverse, so were the challenges of marketers to reach their audiences. And as they saw success rates flourish, they also became greedy for more. So robocalls and auto-dialers were introduced to expedite...

Influencer Marketing Secret to Steal: Get Psychographics

Understanding consumers requires more than mere demographic segmentation by age and location. Yet surveys and focus groups take too much time and too much investment to facilitate. Today, thanks to mobile devices and social media, it’s easier to glean insights about consumers and analyze their personalities by diving into and dissecting online conversations and reactions. This real-time personalization is what we, at Mattr, are betting on. Marketing is about painting a story with the consumer by building the right campaign for the right audience. A few years ago, our team identified the big 5 personality traits we saw in social media users by analyzing only their posts: extroversion, agreeableness, neuroticism, consciousness, and openness. From there, we used an expanded brand segmentation model geared towards brands specifically, which are described as either wholesome, daring, reliable, sophisticated, or rugged. These descriptions then mapped out to specific personality types. For instance, wholesome people generally have high levels of agreeableness and high levels of emotional stability, but low levels of neuroticism. Or for the daring descriptor, this might capture individuals who are spirited, imaginative, and generally up-to-date. Generally, they possess high levels of openness and low levels of conscientiousness. Using similar techniques, we were able to analyze someone values on social media based on STEEP, which is an acronym for: Social, Technological, Environmental, Economical and Political. We learned to identify how green/ environmental a consumer might be, or how budget-conscience they might be. Integration Let’s not jump ahead and forget demographics altogether. Age and gender play an important role in the output analysis of certain psychographics. We also consider the differences in industries. Certain clusters of traits will...

How to Add Authenticity to Your Marketing Strategy

(Originally posted in The Marketing Scope by Jack Holt, Mattr CEO) If there’s one quality marketers desire from their content, it’s the perception of authenticity. We live in a time when being “fake” is the most heinous of all crimes— to be perceived as fake is to be shunned, discounted, and cast aside. Despite the buzz, it’s tough to tell exactly what constitutes authenticity in brands. The only sure thing is that authenticity brings in money: Consumers are willing to spend money in support of “real” brands. So how do marketers achieve that genuine persona when consumers balk at anything homogenized as a contrived sales pitch? The Difference Between Authenticity and a Sales Pitch Last week, I spoke with the marketing lead at New Zealand-based gear manufacturer Minaal. Minaal’s team members are incredibly passionate about adventure travel. Unsurprisingly, they are fiercely protective of their brand’s persona: “We’ll never jeopardize our brand’s authenticity by doing something salesy,” they told me. If Minaal is any indication of the future of marketing, advertisers will need to change their tactics fast. Authenticity is binary: Consumers see a message as either a genuine expression or a sales pitch. The reality is that no amount of creativity can replace sincerity. We can create new ad platforms and novel content strategies, but consumers have become incredibly savvy about sales schemes. Across industries, marketing spend is growing by leaps and bounds, but click-through rates remain dismal. Sometimes, it seems the more we strive for authenticity, the more we fail. But there are several keys to this holy grail of marketing — just be sure to employ them with...