February’s guide to the most interesting things happening in the world of advocacy marketing

The Good, The Bad, and the Ugly...of influencer marketing

1. The rise of influencer marketing agencies

With $1.9 billion spent on influencer marketing in the US and Canada alone, it’s clear that influencer marketing is no longer a passing market trend. And with the growth of influencer marketing has come the rise of agencies and networks that exist to help companies and influencers connect. Sounds perfect for both parties, right? Not necessarily. While this approach may help retailers achieve short-term influencer impression goals, many influencers claim that agency involvement can make it harder for them to form long-term relationships with brands—a key factor when creating original, relevant content. On the other hand, influencer agencies see their existence as a sign that the industry has matured. Gone are the Wild West days of influencer marketing—agencies’ involvement is meant to make sure brands are getting the scale, benchmarks, and results they deserve. But which approach is best for your business? Read the full article.

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January’s guide to the most interesting things happening in the world of advocacy marketing

The key to bring an industry leader is digital

1. L’Oreal chief digital officer Lubomira Rochet on the future of digital marketing

When you think of cosmetics giant L’Oréal, you’re probably not thinking about advocate marketing. But L’Oréal chief digital officer Lubomira Rochet isn’t like the rest of us. Six years into her role at the company, she’s driving the heritage brand’s transition from makeup brand to a digital beauty giant, via savvy advocate marketing strategies. Example? While Rochet admits bigger influencers are still used by the company for content reach, it’s regular consumers that they’re looking towards more and more for innovative advertising with high engagement rates. On top of that, L’Oréal is investing in AR tech and other strategies that are meant to start a conversation with customers and develop referrals and engagement. The key to it all? Consumer centricity. Technology and social media are constantly transforming, but you won’t know what to invest in until you know your customers. Read the full article.

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That’s the way (uh huh, uh huh) I psych it

The psychology of referral

Step right in. Make yourself comfortable on the couch there. Yes, yes – lie down. Good, very good.

Now, what seems to be the matter with you? What’s that? You’re sad? Tell me more about that. M-hmm, uh-huh, I see. Well, it seems to me that you’re understandably troubled by missing Buyapowa’s webinar about the psychology of referral this week. And now you feel a tremendous sense of loss, grief and shame.

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