luxury industry : from pr 1.0 to media/pr 2.0
TRANSCRIPT
The benefits of integrating
Influencer Marketing to your
PR/MEDIA STRATEGY
In the luxury industry, communication hasmainly been provided by PR and ADVERTISING
(printed, TV, radio) activities.
And there has never been a proven ROI !
Today, the MEDIA LANDSCAPE is changing with the adventof new DIGITAL MEDIA
3.4 Billion internet users,2.3 Billion social media users in 2016. Social
media users have risen by 176 Million in the lastyear.
25 Billion monthly page views, 2 Million newposts a day and 400 Million daily comments.
The Web is changing the way we consume content
customers say they use social mediaas part of their buying process.
75%
A new communication channel emerged as the result of this digital switch :
INFLUENCERS/BLOGGERS !
considered as the new Media/PR actors
Nowadays :
of marketers indicate that social media is importantfor their business.
83%
A lot of influencers are professional bloggers with animportant audience who trust them. They often have aninternal team to manage their blog with interesting contents.This is why they ask for payment when working with brands.
2 Million blog posts are published everyday.
Luxury industry is 3 years behind the trend leaders.
The rise of social media and influencers also leads to a morefragmented media landscape
Brands need to be present where their customers are !
The switch from PR 1.0 to PR/MEDIA 2.0 :
PR 1.0 PR/MEDIA 2.0
Based on small influencersgroups: Journalist !
One way communication
Press releases
Small amount ofcommunication channels
PR results are not clear
Influencers and buyers are everywhere
Consumers are in control and providefeedbacks all the time
New communication format
New communication channels : web,e-mail, blogs, social media, forum …
New ROI criteria: Google ranking, reads,impressions, clicks on a page ….
the brand message stays the same onlythe communication channels arechanging!
Adv. 1.0
For a printed mediawhich has about 140k ofcirculation:the price for a half pageadvertising variesbetween CHF 30k and50k.
PR 1.0articles not guaranteed
PR/Media 1.0ROI not proven
PR/MEDIA 2.0
Example :Blog - The Fashionisto
400K Monthly visits
44.4K followers
30.5K followers
67K fans
CHF 2'000.- for a fullarticle + posts onsocial media
Proven ROI
Luxury brands must realize that they can't ignore Influencer Marketinganymore ! It is a new Paid Media Channel
Influencer Marketing should become an integral part of the marketing strategy
NEWInfluencer Marketing
Digital(website, Google adv. etc...)
TraditionalPR/Media
Traditional Trade Marketing
Traditional Advertising print,TV radio, billboard
Marketing 360°
There comes a common question:
Where should my influencer marketingbudget comes from ?
Influencer Marketing should be integrated in the mediacampaign budget as it becomes a new paid media channel
(like Google advertising).
The difference with online Google advertising, is that InfluencerMarketing - made through qualitative blogger articles - is a
much more subtle way of advertising and with moreengagements. Therefore higher conversion rates.
Don't miss the buson Influencer Marketing !
Upfluence Rue des Usines 172000 Neuchâtel
Switzerland
www.upfluence.comContact: Daniela Leone
[email protected]+41(0)79 716 61 81
References: SmartSide
SocialMediatoday
Flaticons
Upfluence Rue des Usines 172000 Neuchâtel
Switzerland
www.upfluence.comContact: Daniela Leone
[email protected]+41(0)79 716 61 81
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