To Automate or To Empower? Brands, Partners, and Co-Marketing Solutions
To automate or empower? That is the question facing brands that rely on channel partners to drive sales. As co-marketing tools for social advertising have developed, brands that rely on retail channel partners or sales agents to sell their products are faced with a unique dilemma. They can empower these intermediaries with the tools to […]
How Shoppable Ads Address the Modern Shopper’s Craving for Convenience
The Mystery of the Modern Shopper Covid changed consumer shopping habits, thus, accelerating the adoption of omni-channel behaviors. As consumers transition to the new normal, marketers are seeing a motley mix of purchase paths. The biggest problem? No one knows which channel individual shoppers will choose: In-store, BOPIS, Delivery, D2C. Yet, we do know
How Collaborative Social Ads Reactivate the Local Market
Mutual Collaboration Engagement Model: Local Customization At the heart of collaborative advertising is the belief that brands and partners working together creates a result that neither could attain on their own. Nowhere is this more evident than through local customization, or as we call it, Mutual Collaboration. For many channel partners, effective advertisi
Creating eWOM Through Scaled Social Advertising
Collaborative advertising™ presents a unique opportunity for marketers to generate exponential eWOM (electronic word of mouth) through indirect advertising. Unlike traditional marketing, which can be hard to measure, collaborative social advertising allows for end-to-end control and visibility into downstream conversations. However, social as a communicative
How to Increase Loyalty and Results Across Your Channel Network
Acknowledging the Facts Historically, the options available for brands to drive in-store sales and retailer loyalty have been limited to in-store promotional materials, discounted supply or offer support for retailers (ex. Consumer products brand provides free stock of iced coffee drinks, so the channel partner can sell it as a BOGO), and national brandin
Academic Research: High Quality Creative Unlocks Consumer Trust and Purchase Intent
High quality brand creative distributed through channels familiar to consumers drives exponential trust and purchase intent. A recent study in the Journal of Retailing and Consumer Services proves this out through Amal Dabbous and Karine Aoun Barakat’s work ‘Bridging the online offline gap: Assessing the impact of brands’ social network content quality on
Do National Social Campaigns Compete with Local Social Advertising?
We speak with brand marketers all the time who instantly see the value of Facebook at the partner level because it’s truly new audience acquisition. Yet only 2% of the organic Facebook posts your partners make are seen, and even then, they’re only served to people who already liked their Page. Inevitably, the question gets […]
Is it time for a Scale Evaluation? Let’s Talk About Your Brand’s Paid Presence
Long gone are the days of social media managers being an afterthought. In 2021, every brand and marketing agency recognizes the importance of captivating and converting via social scroll. Though social advertising has matured rapidly in the last 5 years, many brands still believe big picture national or DMA-level social advertising satisfies their goals. What [
Academic Research: The Power of Paid Aggregation for Brands
Multiple forms of content aggregated together can be enhanced through paid advertising. A study by Stanford School of Business marketing professors Navdeep S. Sahni and Harikesh S. Nair, proves this out through the results of a large scale field experiment on a restaurant review application. While much of their learnings can extend to both organic [
How to Empower your Franchisees with Brand-Safe, High-Performing Collaborative Advertising Tools
The Do it Themselves Engagement Model: Effective Advertising, Easily Executed As a marketer responsible for providing your partners with effective advertising tools, you likely struggle with: Leveraging a brand correctly is critical to the success of every interdependently-owned or franchised partner. Unfortunately, many brands’ messaging and resources ge
