7 Top Social Media Trends That Will Impact Your Marketing In 2015

Each day as I skim & read through affiliate marketing industry news, the topic of video is ubiquitous.

• Video reviews - super-important for consumers during the purchase path
• Video product demo - drives buyers to the brand's website
• Video promotions - see how other people use & like the product prior to purchase & use

This article, 7 Top Social Media Trends That Will Impact Your Marketing In 2015, talks about vlogging as a top trend that will impact your marketing in the new year.  Right on!

The author, Adele Halsall, writes:

4. Vlogging

Vlogging is becoming an increasingly common advertising channel for brands both large and small, giving blogging a run for its money as consumers’ go-to platform for reviews and advice. With the growing emphasis on unpolished, human-centered and consumer-generated content, companies are realizing that customers want to hear the truth from other customers – not so much brands themselves.

YouTube is a platform with over one billion unique monthly visitors, and the second largest search engine according to Laura Harrison of Socialnomics. It has a wide demographic of 18-54, and videos are known to be shared “12 times more than links and text posts combined”.

A brand can either host its own vlogging channel or offer indie vloggers free goods in exchange for reviews and exposure. With the rise of young ‘celebrity’ vloggers like Zoella, Alfie Deyes, Tyler Oakley and Lily ‘Superwoman’ Singh, it’s now a strong contender for engagement that brands would be crazy not to take advantage of.

My personal experiences support this view & I may even go a step further.  For the under 24yo crowd, videos are key to product introduction, peer group reviews & decision-making. We have three children in our family:  a 19yo college sophomore, a 17yo high school senior & an 11yo 6th grader.  

Looking at our YouTube history is like an instruction manual on "how to be a teen."  There are reviews of gaming systems, video games, hair products, fashion, shoes, laptops, hunting gear & more.  I see peer video reviews, how to play & win the game, best ways to braid your hair, & how to roast the perfect chicken.  Wait, that last one was me!

Brands who offer vlogging channels or offer up their own videos will position themselves to interact directly with their buyers.  Often this creates loyalty & drives purchasing decisions.

Thanks for your article, Adele!  I enjoyed your article & the other mentions, too.  Happy New Year to you & all the vloggers out there.

Customer complaints via social media

File this under "not so shocking news."  I liked this article for all the stats provided by the author, Zak Stambor, Managing Editor at Internet Retailer.  

Retailers speed up their replies to shoppers’ complaints on Twitter

Way to go, @BestBuySupport - You're Great!

Roughly 62% of responses from the 50 most-mentioned e-retailers on Twitter occur within an hour, according to the latest Internet Retailer-exclusive Conversocial Index, which tracks how the 100 largest retailers in the 2014 Top 500 Guide respond to customer service issues on Twitter.

The most-mentioned e-retailers on Twitter aren’t wasting any time replying to shoppers’ complaints on the social network, according to the latest Internet Retailer-exclusive Conversocial Index, which tracks how the 100 largest retailers in the 2014 Top 500 Guide respond to customer service-related posts on Twitter.

The average response time across the December Index was 4 hours and 6 minutes, with Best Buy Co. Inc., No. 15 in the 2014 Top 500 Guide, leading the way among the most-mentioned merchants. Best Buy, which is one of 23 merchants among the 50 most-mentioned retailers with a dedicated custom service handles (it is @BestBuySupport), replied to shoppers’ tweets within five minutes and 12 seconds, on average.

Three other Top 100 retailers responded on average in less than 10 minutes: HSN Inc., No. 26 in the Top 500 Guide, at 8 minutes and 4 seconds; Nordstrom Inc., No. 24, at 8 minutes and 22 seconds; and Urban Outfitters, No. 48, at 9 minutes and 31 seconds. Nordstrom and Urban Outfitters’ response were particularly impressive given that the retailers received 31.1 and 37.7 mentions per hour, respectively. HSN received 8.6 mentions per hour.

Nerd Alert! More 2015 Predictions

Aside from marketing news, I enjoy reading and learning about technology & innovations.  I'm really glad my friend sent this article to me over the weekend - Where is Enterprise Infrastructure Headed in 2015.  I know it must have valuable news, because he's a total nerd! I admit a lot of this information is outside of my wheelhouse, but I'm dedicated to learning more each year so I can be a more valuable employee and consultant to my clients.

This article talks about some topics that enterprise watchers should expect to see in 2015.  

I'm particularly interested in the section "APIs on the mind", as my company has an API based infrastructure.  Hey, we're already headed to the future and have been for years!

Performance Horizon Group's proprietary platform - ExactView - is a 100% API-based, enterprise-level solution that brings automation and scale to the management of your affiliate program, including:

• Robust real-time reporting and customized views of program performance.  
• Dynamic commission and creative management tools that allow advertisers and publishers to optimize ROI and more efficiently allocate ad spend.
• Global publisher payment capabilities that are highly flexible, fully proprietary and  unmatched in the marketplace.

PHG’s solution - ExactView - is built to provide sophisticated performance-based marketers the ability to strategically optimize their program.  From the efficient exchange of data and an intuitive interface that is customized to your considerations and an experienced platform services team, PHG offers a distinct solution.  

More 2015 Predictions: How the Ad Tech Landscape Will Transform in 2015

Here's a bold statement:  I predict that there will be many more predictions for 2015 with regards to mobile advertising, cross device tracking & social shopping.  There, I said it!  Shocking, I know.

I enjoyed this article on how the ad tech landscape will transform in 2015, written by James Collier - PerformanceIN.  The section, "Brands Will Move Beyond Cookies," was particularly interesting to me.  Collier writes:

There's still a big education process waiting to happen and this will begin during 2015.  Brands will increase their use of identification management with data segmentation over the next 12 months to simplify the process of understanding who consumers are and how to interact with them at a device level.  Data will be properly managed and used effectively as a means to identify consumers, and this transition will apply most significantly to the mobile space.  In 2015 - through use of trading desks and advanced identification tools - brands will become better educated and more able to collect, share, and interpret consumer data from any device and environment.

I'll go one further & say there is still a big education process with regards to integration of campaigns across channels, as well as devices.  Connecting the marketing activity between channels (paid search, content, SEO & display) is next-generation action.  Marin Software released results from a new survey of over 300 digital marketers across the US and UK.  Here's what they found:

Marin Software argues that segregating campaigns across channels and devices is a throwback to a bygone era, and that modern-day marketing requires these to be running in tandem with each other.  

The “old model” The survey found issues with integration flooding across to the most basic of levels, as a mere 24% of marketers were found to have integrated their digital campaigns with offline activity, such as TV and billboard advertising. 

While coherent and consistent messaging across campaigns may solve part of the issue, notes from the study also highlighted a need for a greater transparency of data across disciplines, with 50% of the group citing this as a key challenge.  

Matt Ackley, chief marketing officer and senior vice president of product at Marin Software, believes marketers that can make good use of data to power their campaigns are more likely to gain greater ROI.   “Advertisers that are not integrating their campaigns across channels and devices are leaving money on the table,” he commented.  “The old model of each discipline operating within its own silo is counter to how people shop and consume media.” 

A brand's growing need to address the need to collect & interpret consumer data from any device & environment, as well as to integrate campaigns across channels is a major topic I'll be watching for in 2015.  

Can retailers close the omnichannel gap?

Here's a great article that talks about how retailers can close the omnichannel gap, written by Jason Wallis, CTO of Mozu.  The article appeared in December 8, 2014 Internet Retailer site.  I recommend retailers shop at Chico's if they're looking for an omnichannel experience to emulate!

Thanks, Chico's!

I have really high expectations when it comes to an omnichannel experience with brands & shopping.

1. I want it when I want it - NOW please
2. I want it how I want it - please be available in store & online, or if I need to speak with a real person, just in case
3. I want it at my price - please give me preferred pricing for being a member or brand follower

Chico's is a brand I enjoy very much (I'm like their demographic poster child) because of the style, selection AND their omnichannel experience.  I am a Passport member (I get better discounts because of this) & I recently used a social network promo code during my order for an even better price.  I heavily rely upon user product reviews when selecting whether or not I would like to buy their products.  

Well, I ordered & I received my items at home.  However, after further review,  I decided one item wasn't quite what I had hoped for.  No problemo!  I figured I would just pop into my local store for a quick exchange.  It was soooo easy & I enjoyed seeing other new merchandise in person.

Thanks, Chico's!!

Oh, did I mention I also instant messaged a Chico's rep before placing my online order?  One of the best chats with a customer service rep in a long time.  A+ for you all!  

Sincerely, Your Loyal Customer

10 Predictions for Content Marketing in 2015

I love a good, new year's predictions list.  Here are some of my random predictions for 2015:

• Mad Men will flash forward to the big 80's, where Don, Peggy, Roger, Pete & Joan are still running the show, but with bigger shoulder pads & skinnier ties
• E! will cancel the Kardashian's and I will finally get my Sunday evenings back
• Since I'm a Chicagoan, the Cubs will win the World Series (it's standard operating procedure that Northsiders say this every year, regardless of our true feelings!)

But alas, this blog is supposed to be more about marketing industry news...

So, with regards to content marketing, here are 10 predictions for 2015 from Mashable.

The author says his predictions "all relate to deriving real ROI from the massive investments that marketers are now making in content."  Content will shift to what people decide to engage with; for example product and user reviews.  Consumers would like to cut through the news-overload clutter.  I don't want to hear about your product's features & benefits from the company.  I want to hear from other consumers.  That is the type of content that matters, to me at least! 

I like #7 a lot (below).  Brands are looking for partners to carry them into the future, working across many different aspects of their business using a seamless solution.  

Technology parters who are flexible & fast moving will best serve the global brands in finding these solutions for today's challenges, as well as next year's.

7. Content marketing providers will focus on solutions partners

As content marketing continues to become further aligned with business goals, market integrations will become invaluable. Brands will demand seamless solutions that make it frictionless to connect their content marketing efforts with their CRMs and ESPs. Technology providers will grow their partner ecosystem with exclusive contracts and look for new integration opportunities that will benefit clients.

Thanks for the list, Shafqat!  I have it bookmarked to see how clear your crystal ball is for your new year's predictions.  

How we can all be friends!

Shine the light: Transparency for brands, agencies & ad-technology suppliers

• Should we go direct to the brand?  
• What value does the agency provide?  
• Are we simply a vendor, or a technology partner?  

When data & information are shared across all three parties, transparency creates a favorable environment to make the smartest marketing decisions.  All three parties benefit when they work together with full transparency.

This article in AdAge was written just about one year ago & I find it very relevant today.  The author writes, "Agencies become more of a player in the process as the ad-tech companies provide data that tell them what types of creative are working and in what situations, and brands can apply these insights across channels."  This is very true, as brands are looking for continuity throughout all channels: SEM, affiliate, display, email marketing, social marketing & even offline.

PHG's technology solution, ExactView, gives transparency to brands, their trusted agency & also to their publisher partners.  Publishers can easily view their performance & commissions due.  Agencies can easily view trends & insights gained from campaigns & publisher performance.  Together, the brand, agency & publishers can easily work together towards more effective promotions & campaigns, while optimizing each sale.  

Let's work together!

Can your parents describe your job?

Ask my mom what I do for work & she may say "Laura's in computers!"  I would suspect lots of our parents, ages 65+, would say something similar.  

I work in the Affiliate / Performance Marketing industry.  My company, PHG, provides technology to global brands to track, report & pay their publishers.

If you're new to affiliate marketing, here's a really easy way to explain the industry to someone who doesn't know (image below).   It's from Sugarrae.com, an industry blogger.

I'm going to send this little flow chart to my mom to see if she understands my industry & job.  She'll probably say something like "Oh, I just can't keep up with you!"  

Just for fun see this Buzzfeed list - 22 Things That Happen When Your Parents Don't Understand Your Job.  

I particularly like #21, "They assume that since you have a "hip" and "weird" job, that you'll know how to fix everything they don't understand" like "Can you get into my Facebook and print that photo for me? I want to send it to Auntie."

Welcome!

Well, hello!  I'm glad you found me.

My name is Laura Martinet & I work for Performance Horizon Group.  We're based in the UK & recently opened our US HQ in Chicago.  PHG provides enterprise brands and their agencies the ability to scale & grow their performance / affiliate marketing programs globally.

Our next-gen technology platform, ExactView, allows advertisers the ability to capture, expose & report in real time on core product data, as well as meta data.  Our technologies, along with our customized services, allow advertisers full flexibility & control to dramatically transform performance for both advertisers, as well as their top tier publishers.

I start each day reading the news:  news about major advertisers, news about the performance marketing industry & news about news!  My blog, Marketing Industry News, is a collection of news I have read that is important to me for various reasons.  Perhaps it's news on a new trend or a major brand I've been following, or maybe I've posted it because it's just funny.  I welcome comments & other postings that you feel may be interesting, also.  This is just really my take on marketing news, trends, random thoughts & advice from a sales / marketing industry veteran.

Coming up in January, I'll post some highlights from Affiliate Summit West in Las Vegas (here's an old "Welcome to Las Vegas" photo from a family vacation, way back when in December 2011).  Team PHG will be at the summit in Las Vegas, traveling from all corners of the globe, including London, Sydney, New York & Chicago.   If you're going, too, let's meet!  Please send me a note & we can connect in person at the show.  I welcome connecting with you via twitter, Instagram & LinkedIn as well.  



In the meantime, here's my first post:  a Think With Google survey.   It's about about how retailers can effectively learn to bridge the gap between consumers' digital and in-store shopping habits.

While reading, think about the last time you were in a store & quickly searched for competitive prices, a coupon or other information that eventually drove your purchase.  My last in-store & mobile combined experience included shopping for a used cell phone for my kid (don't ask how he lost the battery -- let's just say college kid on a weekend mini-bender).  I searched for better deals while I was at the counter & actually found one!

Thanks & let's connect soon~
Laura