The glory days of TV and radio ads have come and gone.
Today’s consumers don’t trust traditional ads. Instead, they place their faith in the apparent authenticity of a peer’s opinion – 88% consider online reviews “very influential” when purchasing a product.
Especially in Latin America, consumers are watching less TV while spending more time on social media, reports technology platform Traackr.com. In fact, according to a 2015 report from Comscore, the region spends more time on social media than anywhere else in the world.
And it is online that the millions of Latin American customers vet their purchases via content published by their peers – i.e., the social media influencers whose blogs and social network content most engage them, those whom they most trust.
These trends, says Traackr, have “led to a massive reallocation of marketing resources away from traditional ad channels towards new categories that can capture social user attention.”
What is capturing consumers´ attention more and more is a radical, digital marketing strategy: digital media influencer marketing.
Identifying your target markets peers and enlisting their help to reach consumers is essential to a brand’s success. That’s where influencer marketing agencies come in – they find and package talent from social video platforms such as Youtube, Facebook, Instagram, and Twitter.
“In an age of ad blockers and decreasing effectiveness of interruptive advertising, influencer marketing offers a more authentic way to engage an audience,” said James Creech, Co-Founder and CEO of Paladin.
With its finger on the pulse of this global marketing trend, Los Angeles-based Paladin Software has announced the release of new social influencer marketing software, Campaigns.
Designed to assist new media companies and digital talent agencies in managing social influencer marketing campaigns, the software streamlines the entire workflow, enabling users to plan and execute strategies that are strategic, efficient, and results-driven.
Running a successful influencer marketing campaign is not easy. Influencers don’t always post what they agreed to, and many campaigns fall short of expectations due to a lack of actionable, metric-driven insights.
“Digital media companies need workflow tools to manage influencer campaigns successfully,” Creech says.
Paladin’ software Campaigns helps digital media companies find and package talent, monitor campaign progress (e.g., views, engagement, watch time, audience demographics), and share these metrics with clients using a customized dashboard.
In short, Campaigns gives social media influencer networks the tools they need to make sure a client’s product is being promoted by the right influencer to the biggest crowd, and in the most persuasive way possible.