Their are many similar moral conflicts such as “can you use scientific knowledge obtained through torture?” or more recently, “can you separate Michael Jackson’s music from the man?” It isn’t black or white.
Next, I selected my influencers from Shoutcart’s user-friendly list.
That statistic is astonishing, but more incredible is the general acceptance from marketers that this is entirely normal and business as usual.
From 10 years of Mark Ritson to case studies in effectiveness, the Marketoonist on employing humour in ads to the inside track on Tesco and Patagonia’s brand strategy, here are some of the highlights of Marketing Week at the Festival of Marketing. The fact that an influencer is messaging a fellow human does not mean that their message is automatically perceived to be genuine.
Reckitt Benckiser believes NGOs have a key role to play in ensuring brands behave authentically when it comes to climate change by holding up a mirror and getting them to think more deeply about their role and responsiblities. Of course, that won’t happen.
I am a man who uses words like ‘fuck’ and ‘tits’ – a lot.
Cadbury’s efforts to promote diversity have been ridiculed on social media, but the bigger issue is the hypocrisy of doing so while paying no UK tax. It’s a confronting story. They supposedly met to discuss the possibility of a co-branded collection.
But I don’t see anything wrong with wanting to reinforce the beliefs of our fellow men and women. However, I’m not quite sure how you’re not advocating for more diversity at the leadership level as you criticize the hypocrisy of these brands for not walking the walk in their not having any black C-suite execs. Of course, there has been a long and undistinguished history of people and brands buying and creating fake followers to pad out their social media metrics.
Unfortunately, it’s only the first hurdle. Otherwise it’s talk.
Perhaps that is the strength of influencer marketing – and also what repels me.
There was a rumour of a famous industry meeting between Beyoncé and Reebok last year. With many marketers estimating that non-viewability rates for their Facebook video ads are as high as 70% and the Pew Research Centre claiming that two thirds of tweeted links to popular websites come from bots not beings, a fraud rate of 40% would be a high-water mark for digital media. That’s at the very low end of the scale. While most influence marketers are quick to claim their title, almost all of them make the mistake of using follower numbers or views as a proxy for their influence. I really hope so. Advertising agency Carmichael Lynch found that 23% of influencers admitted they did not feel authentic about the brand-sponsored content they were paid to post and 15% said they did not even like – let alone genuinely recommend – the brand doing they posted about.
Clearly, all of these stats and the other 8,000 made-up figures about influencer marketing are a load of bollocks (source: Marketing Week), but that does not stop the perky presenter rattling them off as part of their presentation with the certainty of a modern-day Moses. Registered office at Floor M, 10 York Road, London, SE1 7ND. For once – and I will make this brief – I side with Facebook; specifically, their rather splendid head of agencies in Asia Pacific, Neil Stewart. We are in an eco system of deficit and surplus. And when they hire, please don’t do it as a diversity token or to fulfill some diversity quota.
America has been riven by the disgraceful, horrific murder of George Floyd. As Digiday reported last year, Instagram posts tagged with either #sponsored or #ad generated more than 50% of their engagement from fake profiles and of the 118,007 comments posted, 97,065 were generated by bots. In the new Covid-compliant world of social distancing, in which most restaurants have slashed capacity to obey regulations, these no-shows were a disaster.
In the end, of the 18 influencers who considered my proposal, 10 (56%) took the money and posted a giant picture of my arse to their Instagram followers while proclaiming it to be a work of staggering genius. Mark Ritson. The only eyes that ultimately count.
As they put it, if it changes just one person’s perspective on this very important social justice issue, it is a “good thing”. I had watched that ad with the intent and focus typical of all marketers, and completely alien to all the consumers who were being targeted by it.
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