Efficiently finding and vetting influencers isn’t easy. Ideally an influencer-for-hire will have a unique voice and perspective that promises significant reach, resonance with target consumers and measurable persuasive power with an audience of his or her peers. If you are a doubter, consider this example. Engaging Kendall Jenner for its lash primer product, Estee Lauder aired the same video on their Instagram feed and on Kendall’s. The brand drove 7,000 likes. Kendall prompted 429,500 likes or 61 times more awareness and measured attention. By borrowing the equity and voice of an online influencer, brands can penetrate markets; gain access to likely prospects or position themselves relative to ideas and people their best customers care about. Research by SONY found that people ...Read more...
Walgreens is after me big time. They pursue me day and night using an omni-channel array of technology and messages. They know an awful lot about me and they aren’t bashful about using it. My purchase volume or my margin must be in the top tier or they must be concerned that I might easily defect to CVS or Rite-Aid. Either way their aggressive stance documents the upside and downside of retailers using big data for relationship marketing. There’s a Walgreen’s across the street from my house. They geo fenced me. Every single time I leave the house, I get a text message inviting me into the store. I am one of the 83 million Americans with a Balance Rewards card, which yields a $5 credit for each $100 worth of purchases and countless pre-loaded discounts at the point of sale. I ...Read more...
Timing is one of life’s critical variables. According to new research from Social Flow, timing can also spell success or failure in social media. Think about it. Always-on social media is a constant news ticker adding content and commentary -- instantaneously every minute of every day. Keeping up with the flow of people and ideas, even after expressing preferences by liking brands, is a task suited better for machines than people. For many brand marketers this torrent prompts a dread fear of missing out (FOMO). It means that whatever you have to say may either have a shelf life measured in nanoseconds or gain traction and capture global attention for several news cycles. Getting onto someone’s timeline or feed and gaining their attention, ...Read more...
About The Manhattan Marketing Maven
He was Vice President of Global Marketing at SAP. He also has worked as Senior Vice President and Managing Director at Digitas LLC in New York and Europe where he represented American Express, General Motors, Federal Express, Morgan Stanley, Ann Taylor, Wolters Kluwer, and the Kingfisher retail group.
A pioneer in online marketing, Danny was President of Relationship Marketing at Amiratti Puris Lintas and Lowe Worldwide where he contributed to the success of brands such as Dell Computers, Johnson & Johnson, Unilever, General Motors, Goldman Sachs, Ameritech, UPS, Lego Toys and Burger King. He earned an A.B, an M.A. and a Ph.D. in politics and economics at Columbia University. Danny gives a great speech, electrifies a panel discussion and is available for discrete consultation.
He lives with his trophy wife, talented daughter and lovelorn dog on Manhattan’s Upper West Side.