As we all know, word of mouth is a powerful marketing tool. According to eMarketer, 92% of individuals trust recommendations from individuals (even if they don’t know them) over a brand and those consumers acquired through word of mouth have a 37% higher retention rate.
In today’s social media-driven landscape, word-of-mouth marketing comes in the form of “social media influencers,” defined as individuals who exercise their influence on followers over social media channels.
Social media influencers are often regular people who have become internet celebrities by cultivating engagement amongst large followings on social media platforms like YouTube, Snapchat and Twitter. Depending on their content, they typically appeal to certain market segments.
In the world of direct response, social influencers are yet another tool in the marketing arsenal. Direct response influencer campaigns massively increase awareness and engagements as consumers trust influencers over brands to make purchasing decisions.
Consider this: 70% of teenage YouTube subscribers trust social influencer opinions over traditional celebrities and 86% of women turn to social networks before making a purchase decision. Further, 81% of consumers say their purchase decisions are influenced by user-generated content.
Custom content delivered by a social influencer, combined with a programmatic focus, can achieve hundreds of thousands of engagements, as well as tens of millions of impressions. On average, businesses generate $6.50 in revenue for every $1 invested in social influencer marketing.
At Diray, our programmatic platform enables us to reach consumers on any device, across all formats. To ensure relevancy, we vet the quality of content produced by influencers and match it to campaign objectives, target audience, brand aesthetics and brand values.
With an integrated direct response marketing strategy that includes social influencers, Diray drives awareness, engagement and in-store sales that result in significant ROI for our clients.
For more information on how Diray can create an integrated direct response marketing strategy for your product, contact us today.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.