Enhancing Voice Experiences with Celebrity Marketing

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Using voice technology, brands distinguish themselves amongst competition and develop strong customer relationships.

Artificial intelligence are two words that have become common place in this newfound digital world. It is a form of reasoning and problem solving that allows computers and machines to function and guide intelligently. As artificial intelligence continues to evolve, voice-based devices have erupted onto the scene, leaving a lasting impact on the advertising industry.

With the introduction of voice search, consumers are more likely to speak into voice-based devices than enter a typed request. According to MarketingProfs, approximately 55 percent of teenagers and 41 percent of adults use voice search at least once a day.

In one year alone, sales of voice-based devices have quadrupled, from just 6.5 million devices sold in 2016 to more than 24.5 million in 2017. As consumers become more comfortable with voice-assistant technology, brands are forced to adapt to an environment of minimal control.

Brands must convey their messages in an almost subliminal manner accounting for consumers’ time, location and circumstance while retaining the value of the message. Keyword search is changing too, and as a result, SEO needs to take a more conversational approach, forcing brands to create new, engaging content to reach their audiences.

While creating new content in an ever-changing digital world may seem intimidating, there are several opportunities for advertisers with voice-based devices, including partnering with a celebrity.

Voice-assistant technology exposes a new form of “always-on” interaction between consumers and brands. It forms an instant, open dialogue, creating a conversational user experience.

Although there are a few voice assistants that dominate the market, like Amazon’s Alexa and Google’s Assistant, the barriers to entry are low, allowing brands both large and small to enter the voice technology space.

As voice technology grows globally, brands have the opportunity to monetize their audiences through “voice-native” ad experiences.

Importantly, millennials are driving the market for voice-based assistants. With millennials at the helm of voice technology, brands are able to target this large group of consumers by utilizing artificial intelligence marketing.

Voice technology can also be heightened by the power of celebrity. By partnering with a celebrity while also using voice-based devices, brands attract more consumers and develop a stronger relationship with their audience.

For example, Oprah became the first celebrity voice featured on Amazon’s Alexa, promoting the Favorite Things storefront on Amazon. While her voice is not a permanent feature, her audible presence helps draw attention to voice-based devices and the potential the technology holds for brands. The familiarity of a celebrity voice like Oprah is comforting and encouraging.

Screen browsing could soon become a thing of the past. Voice technology is game-changing technology with the potential to flip the digital world upside down. Brands who learn to adapt beyond the screen and into a world of voice-dominated advertising will settle market share and competitive advantage.

photo credit: Adam Bowle via Flickr.com

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The Attraction of Celebrity Marketing in Social Media and Video Advertising

Video Advertising Post

Video advertisements are the hottest trend in grabbing consumers’ attention.

Celebrity marketing is powerful. Social media is powerful, and the newest power tool in the mix is video content. Video content is viewed on more devices and in more places than ever before. When these three platforms are combined, the possibilities and opportunities are endless.

Several social media channels, such as Facebook, Reddit, Snapchat and Twitter, are eager to increase usage and snatch a larger portion of digital video ad revenues. To achieve greater audience attention, social platforms are diving deep into the digital video advertising sphere. These platforms are adapting to the popularity growth spurt of video and repositioning themselves to better attract consumers.

More specifically, videos of celebrity endorsements can bring big revenue to those video advertisements and the social platforms that host them.

For example, Facebook has not always been thought of as the go-to place to watch a show. But, with the ever-changing times, Facebook is changing their tune by offering programming and a new video platform, Watch. Arranged by what Facebook users’ friends and communities are watching, the Watch platform allows video creators to release their episodes in an organized fashion while also engaging viewers in conversation.

Along with the Watch platform, Facebook is diving further into the digital sphere with its attempt at earning digital video advertising revenue. To do so, Facebook is selling in-stream-only video advertisements. These advertisements will appear only in videos that people watch on its network or across its ad network of third-party sites and apps.

Similarly, Reddit is paying more attention to the power of video on its platform. Making video an essential component, Reddit launched its first household video experience. Users will no longer be redirected to YouTube to share videos. Rather, users will be able to upload videos directly to the Reddit website. Without skipping a beat, Reddit now exposes users to auto-play video advertisements.

Meanwhile, Snapchat’s entire foundation features creative and short video content, which instantly grabs the attention of younger consumers. Although it is a unique format, its network provides marketers with immense potential for video ad revenue.

Twitter is another social channel trying to make video a core part of its platform, incorporating live and event-driven video content on its feed. In addition, Twitter delivers advertisements throughout these showings, targeting their audience in an engaged setting and opening the door for more video ad revenue.

These social media avenues offer vast opportunities for video advertising. Consumers drawn to celebrity marketing will drive increased video consumption, resulting in corresponding increases in revenue.

photo credit: StockSnap via Pixabay.com

Celebrity Marketing and Esports Join Forces

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To promote brands and foster strong relationships with millennials, esports is the go-to industry to reach millennials.

To keep brands relevant in an age of overstimulated millennials glued to their screens, think gaming. While marketers use celebrities and digital influencers to reach consumers, they have overlooked one very important group of influencers: gamers.

The breakout industry, esports, has accumulated a large following thanks to these gamers. In fact, it was reported that gamers are the most followed influencers on YouTube, where three of the top five YouTubers are gamers.

With such a strong following, brands should utilize the reach of these gaming influencers as a way to attract more millennials.

Although esports originated in social media, it has pushed past its initial YouTube platform and jumped into major venues like Madison Square Garden and Key Arena, drawing in thousands of viewers and attendees.

As the gaming industry continues to grow in popularity, brands need to recognize the endless opportunities of partnering with gamers.

In pursuit of this fast-rising sport, a few brands have caught on to the gaming phenomenon.

For example, Snickers used the esports social platform creatively to reach their audience. Snickers partnered with three gamers with large social followings to transform its “You’re Not You When You’re Hungry” campaign into a live broadcast prank. Gamers began to play horribly because they were hungry, and the hungrier they became, the worse they played. It was not until they ate a Snickers bar that each gamer reverted back to their legendary gaming selves. The prank proved noteworthy as viewers went crazy with live-commenting throughout the prank.

Similarly, Coke was able to tap into the trend and feed fan excitement. Coke encouraged fans to get involved by handing out “cheer boards” for fans to write on during the gaming event. And if fans could not make the big event, Coke had a solution: host viewing parties. For instance, Coke created a nationwide viewing party of the League of Legends World Championship at L.A.’s Staples Center to over 200 movie screens across the United States.

Because esports is a developing platform, marketers must step outside their comfort zone. Risks are necessary, so take that risk by tapping into the powers of gaming influencers. In turn, brands will find success in reaching the much desired millennial consumer.

photo credit: Tobechi Ugwumba via Flickr

Who Wins for Brands – Digital Influencers or Traditional Celebrity Marketing?

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Four ways how digital influencers compete with traditional celebrities’ reach in marketing campaigns.

Influencer marketing works and brands are on board. With the increased presence of digital influencers, the role of traditional celebrities as a marketing tool is put into question. As consumers look for the latest trends and products, more companies are recognizing a shift in these consumer behaviors. As a result, brands are turning to digital influencers as the face of their campaigns.

Previously, traditional celebrities were able to influence purchasing decisions based in large part on their name recognition. However, the digital influencers’ increased social media traffic has granted them a larger piece of the marketing pie.

Over the past decade, social media channels and platforms, such as YouTube and Instagram, have accumulated large user bases. With this immense growth, brands are looking at digital influencers and social media stars as a valuable form of social engagement for online advertising campaigns.

The popularity of digital influencers has changed the definition of “celebrity,” forcing brands to rethink their traditional approach to working with celebrities. Listed below are four key insights as to why brands may prefer working with digital influencers.

1. Social Media Presence

Digital influencers have a strong following on social media. While traditional celebrities also have billions of followers across various social media channels, they don’t present the same authenticity as digital influencers. Digital influencers are seen as “regular people,” potentially with a greater online reach than idolized celebrities.  Because of this authenticity and accessibility on social media, digital influencers have a greater appeal to today’s audiences.

2. Price Point

Most often, celebrity endorsements are more expensive than partnerships with digital influencers. Extensive experience and previous track record add to the cost of using traditional celebrities.

3. More Tailored Audience

Followers of digital influencers pay close attention. They are a self-selected, very specific audience seeking advice and inspiration. By choosing specific digital influencers, brands narrow their audience.

4. Credible Third Party Endorsement

Whereas celebrities can provide exposure for a product, digital influencers can provide a certain level of understanding and connection to that product. A Twitter study found that social media users trust influencers nearly as much as they trust their friends. With that level of trust, a brand can benefit from the unique perspective influencers have on a campaign.

photo credit: Blogtrepreneur via Flickr

 

Celebrity, Influencer Marketing and Shoppable Ads a Powerful Combination for Increasing Ecommerce

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Brands with a bottom line goal of converting social media users into customers, shoppable ads with influencers and celebrities are a great option.

Combining the effectiveness of celebrity marketing with the quick and easy conversion allowed by shoppable ads creates a dynamic marketing opportunity for brands.

By reducing the amount of steps consumers need to take to buy a product featured in a post with their favorite celebrity or influencer, brands are seeing increased sales and using the tactic more frequently.

Shoppable influencer ads are not only leading to higher conversion rates, they are also giving brand marketers a clearer way to measure return on investment (ROI). They can determine what ads are performing the best and how well they are performing.

Links on social posts across the major platforms enable tracking sales from social media efforts. Purchases made can be traced back to the source to determine how many sales can be attributed to the ad.

Here are a few brands leading the way in shoppable influencer ads:

The clothing brand Loft partnered with actress Busy Philipps to produce a shoppable video ad campaign on Instagram. The campaign included a series of longer videos cut down into several clips and posted on the brand’s account.

Using the Like2Buy platform, consumers were able to view the ad and then use the link to visit the brand’s ecommerce site and see the items Busy had picked as her favorites.

Celebrity and Influencer ads on Snapchat are being revived since the platform recently debuted the ability for brands to link right to their websites.

Teva Women’s Health partnered with actress Sophia Bush to work on a campaign generating awareness about alternative birth control options. The #NoHormonesPLZ campaign included a ten second Snapchat video ad with Sophia instructing viewers to swipe up to learn more.

Users were able to go to the website for the campaign and sign up to enter the sweepstakes right through Snapchat.

The organization was able to get more entries by making the link closer to consumers and requiring less action to participate.

MikMak is a company that creates, measures and distributes shoppable ads on behalf of brands. Through their attach feature, brands are able to attach links to their ecommerce sites within their Snapchat ads or Instagram Stories.

Several brands began testing out the beta version of the service in spring 2017. GoPro, Birchbox and Dr. Brandt skincare are among those who have encountered success with the feature.

Birchbox created a series of shoppable video ads for their Mother’s Day campaign. Dr. Brandt Skincare saw a huge ROI, with a 500 percent increase in sales from Instagram for facemasks over a span of 10 days.

Seeing as all of these brands have used influencer marketing in the past, it will be important to keep an eye out for how they capitalize on the early adoption of tools like these to combine celebrity marketing with shoppable ads.

photo credit: Justyre / 27 images via Pixabay

Celebrity Marketing: Content Creators Are Key, Not Specific Social Platforms

With dozens of social media apps to choose from, brands often centralize focus on which medium will maximize reach. While honing in on the right social platform is important, it is not the ‘be-all-end-all’ of social media success.

The key for social growth is having the ultimate content creator.

As the social media landscape evolves, so does the way that celebrities interact with their fans. The electronic band Gorillaz released a six-minute VR music video landing them an astounding 3 million views in 48 hours. While these innovative tactics to enhance fan experience are successful, it isn’t the medium that fans are drawn to.

It is what the artist does with this new technology that draws significant attention and increases their overall social value.

Many celebrities have a very specific personal brand, which presents the celebrity with an avid following that craves their thoughts. When a celebrity can build enough social credibility through their personal ideology and or niche interests, fans will follow wherever they post content.

For example, Ryan Seacrest is widely recognized for his on-screen charisma and overall positive energy, which directly translates to his social media accounts. Seacrest consistently posts inspirational notes across his social media handles, which garners significant fan interaction across the board. Being the media mogul that he is, Seacrest has 806,000+ Facebook followers, 3 million Instagram followers, and 16 million Twitter followers.

While his following on Twitter dwarfs the rest of his handles, fan interaction with his posts are fairly even across the board, due to his unique personal brand that he consistently promotes. Seacrest’s personality is extremely beneficial for media brands, which is largely why ABC signed him to co-host ‘Live with Kelly’. Thanks to Seacrest, the show is already experiencing significant rating bumps.

The same trend stands true for the social media influencer pool. When the video-sharing app Vine was discontinued, influencers were forced to translate their 6-second video fame to new platforms. Many famous Viners, such as Nicholas Megalis didn’t fully survive the transition, moving from 1.13 billion all-time Vine loops to a mere 35,000 YouTube following.

However, for Viner Ryan Bachelor (@KingBach), his own rendition of slapstick humor has enabled him to amass 16 million followers across all major social media platforms. Thanks to his unique take on comedy, his message to his following is effective regardless of platform. Bachelor can hop on his Snapchat story or tweet out a short video, and fans will still engage with the same enthusiasm as they had with Vine.

Brands such as Doritos and Brita have taken advantage of his massive following and have partnered with Bachelor to make their brands funny, relaxed, and relevant. Brands that partner with influencers give the talent an immense amount of creative control, which makes the branded message feel organic and not like a cold product placement.

For brands, now is not the time to spread thin across every available social platform. It’s time to focus on meaningful content produced by highly valued social content creators.

photo credit: www.wikimedia.org

Celebrity Marketing: How Authentic Brand Engagement Can Turn Baseball Icons into Baseball Buddies

Following record shattering ratings in the 2016 World Series and 2017 World Baseball Classic, baseball is proving why it is “America’s Pastime”.

Despite the heroics of those two events, Major League Baseball faces the issue of skewing to an older demographic. According to Nielsen ratings, 50% of baseball fans are 55 or older. Additionally, those ages 18-34 are 14 percent less likely to report a strong interest in baseball.

However, MLB Opening Week attendance revealed a modest increase from 2016, and that is largely thanks to baseball’s latest initiative to appeal to a younger demographic.

The new 60-second spot “This Season on Baseball” positions the 2017 MLB season as an ongoing reality TV show, diving into the personas of baseball’s hottest young talent. Whether it’s Bryce Harper taking an ice bath or the Mets’ fireballers at dinner, the message is that these icons are real people. The creative is fresh, showing viewers that baseball and its stud stars are spontaneous: which is exactly what young fans demand.

Avid sports fans crave any interaction with their favorite superstars, whether it be as big as an autograph or simply favoriting their tweets.

Along with exotic ballpark menu items, teams have even incorporated VR elements to their stadiums this season, paving the way for unparalleled fan engagement, ultimately bringing a younger crowd into the seats. Fenway Park has added a VR batting cage in their Kids Concourse, where young fans can take a crack at facing their favorite Major Leaguers.

Not only is the MLB virtually connecting to their fan base, but now they are interacting in real-time in a whole new way via social media.

The Major League Baseball Players Association (MLBPA) has just released their own social media app called Infield Chatter, designed to provide baseball fans with ultimate player interaction. Unlike other social media platforms, Infield Chatter is designed strictly for players and fans to share pictures, video, and text to their in-app feeds.

While this innovative approach to fan connection doesn’t exactly stretch MLB’s brand appeal to new audiences, it certainly enhances the experience of the most avid followers. The app is still very much in its primitive stages, but has all the makings to generate enough buzz to raise some eyebrows across the entire sports world.

Nearly 1,000 major and minor league players are on the app, including superstars Evan Longoria, Miguel Cabrera, Yoenis Cespedes and NL MVP Kris Bryant. While MLB itself has yet to partner with the app, the MLBPA believes that the only way to truly bring viewers to the MLB brand is to have a conversation with them.

What’s key is that these MLB players aren’t talking at the fans. They’re talking with the fans.

This level of intimacy provides a whole new level of brand appreciation and attachment, which should ultimately translate to cross-generation appeal.

photo credit: www.staticflickr.com