An army of lovers: the surprising new stars of influencer marketing

influencer army

Once a function of PR, but now very much embedded within everyone's marketing strategies, influencer marketing is the biggest game in town.

But are marketers focusing too much of their time and budgets on the low-return / high-effort superstars at the top of the influencer pyramid to the detriment of the thousands of smaller - but exponentially more influential - voices further down? And, if so, how can that kind of scale possibly be managed?

We explore the future of influencer marketing, and take a look at the technology that's helping marketers do exactly that.


The internet was supposed to save us from marketing bunkum. Gone were the days of super-expensive creative, plastered over billboards and magazines and televisions with nebulous impact. This was a new dawn, where everything was measurable, where scale kept prices down and where campaigns could be tweaked or switched in a heartbeat.

Then the internet broke.

Ad-blockers went all ad-blocky and blocked all the ads, leaving the field clear for giants like Facebook and Google to scoff up all the scale and inflate their prices accordingly. And the interweaving of customer-service with social meant that people were far more likely to respond to a sponsored post


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Damart bring referral to the baby boomer generation

Damart

Referral is already the number one channel for customer acquisition in the fashion industry, with the likes of ASOS, Gap, Topman, River Island and New Look leading the way with programmes designed to attract younger shoppers. But now the legendary French brand Damart is setting out to show that it can massively boost acquisitions among more mature customers, too, launching their brand new referral programme, powered by Buyapowa.

It's a wise move: over-60s are now the fastest-growing and biggest-spending group of consumers in the world. Meanwhile, the 'Instagran' phenomenon has seen a massive rise in the use of social media by silver surfers - growing 50% year-on-year while activity among younger users has begun to plateau. These factors combined put Damart's core audience (older, more refined customers with a passion for quality) in an ideal position to share their innovative range of products with friends and neighbours.

Damart will also be using Buyapowa's unique omnichannel referral technology to boost their number of digital customers, helping transition shoppers away from catalogue and mail-order shopping. By combining an attractive £10 referral reward with a strong incentive for friends to shop, they're primed to acquire more and more customers for their online business,


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Topman x Buyapowa: we've got male

Topman x Buyapowa

Topman isn't what it used to be. Once a backroom hidden behind the crushed velet blouses your sister used to buy at Topshop, it's become a global pioneer, leading the way in menswear innovation through cutting-edge design, obsessive quality control and collaborations with the likes of Craig Green and J.W.Anderson and Nasir Mazhar.

And Topman's latest collaboration is every bit as on-trend, as they've joined forces with Buyapowa - the team behind ground-breaking referral programmes for ASOS, River Island, New Look, Nelly and PrettyLittleThing - on a refer-a-friend scheme designed to fit all their customers, from fashion-forward tastemakers to streetwear urbanites.

Word of mouth has played a huge part in Topman's success, attracting half a million visitors to its website every week and helping them set up shop in 31 countries worldwide. Now, by working with Buyapowa, they're able to harness that passion and channel it through a platform which has been proven to acquire record numbers of new customers online, on mobile and in-store.

Take a look at Topman's exciting new programme and, if you'd like more information about the fashion's world's favourite referral platform, just get in touch.

See Recent Buyapowa Client Activity:


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GDPR: how to save 20m Euros

GDPR

Referral marketing has overtaken digital advertising and social to become the fastest-growing and most effective channel for customer acquisition. But a new piece of European data protection legislation is set to expose brands which operate old-fashioned referral programmes to eye-watering fines.

It’s called the General Data Protection Regulation (GDPR) and, as you hopefully know, it’s something you need to take very seriously.

Get things wrong and you could be liable for fines of up to €20m (or 4% of your global annual turnover - whichever is greater). Get things right and you could earn millions in incremental sales, increased basket sizes and greater lifetime value.

We’ve produced the mini-guide below to make you aware of how the EU GDPR applies to referral marketing, and how you can quickly migrate your referral programme to a platform that’s 100% GDPR-compliant.

Download as PDF (0.5 MB)

We still have migration slots available but, with the EU GDPR coming into effect early next year, time is running out quickly - so get in touch ASAP to make sure you don’t miss out.

See Recent Buyapowa Client Activity:


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GDPR: économisez 20m d’euros

GDPR

Le parrainage digital a devancé la pub digitale ou le social pour devenir le levier d’acquisition consommateurs le plus efficace. Mais une nouvelle norme au sein de la législation européenne de la protection des données a été approuvée, et expose les marques qui opèrent le marketing de recommandation selon les méthodes old-fashion à une grosse révision.

On la nomme GDPR : La Règlementation Générale sur la Protection des Données, et comme vous le savez je l’espère d’ors et déjà, cette norme est à prendre très au sérieux.

Ne pas s’y adapter correctement pourrait en l'occurrence vous valoir jusqu’à 20M€ d’amende (ou 4% de votre CA annuel global - ce qui n’est surement pas mieux). Mais faire les choses correctement pourrait en revanche vous rapporter bien plus de ventes supplémentaires, augmenter le panier moyen et la valeur de vie client de vos consommateurs et nouveaux consommateurs.

Nous avons produit un mini-guide ci dessous pour vous familiariser avec la façon dont cette nouvelle loi fonctionne, s’applique au parrainage digital, et la façon dont vous pouvez migrer pour devenir 100% conforme GDPR.

Download as PDF (0.5 MB)

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