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Monday’s Marketing Minute: Growing Distrust of Influencers, Driving More Sales With Email

Happy Monday, y’all! Hope everyone had a wonderful weekend and is ready to have a great week! Here’s a few stories that caught my eye the last few days:

 

I thought this study from Ipsos was very interesting. It found that most consumers don’t put much trust in influencers. In fact, the study found that consumers felt that influencers were only marginally more trustworthy than politicians! Yikes! I do think these results are a bit of an outlier, but at the same time, I do think trust levels for influencers are falling. A big reason why is because influencer marketing has become a cottage industry. Big money is flowing to these influencers, and some are creating content around their sponsors that looks and feels more like an ad, and less like organic praise for a product they use and enjoy.

 

Interesting findings from eMarketer on what we want from our emails. Emails that are pointing us toward products based on our purchase history seems to be the clear winner here. It makes sense, we often want and need products that compliment or are similar to what we’ve already bought. This works in stores as well. How many times have you seen a small display of ketchup placed to the french fries in the freezer section? Or maybe a display of buns placed next to the hot dogs? These are reminders that hey, you might want this product that works well with the one you have already bought. This is simply taking a tried and true upsell opportunity from offline, and bringing it to online in the form of smart email marketing.

 

One of the areas of marketing that I think is ripe for growth is visual representation. Pictures are so important to driving engagement on social media, so if you can nail the visuals, you have a much better chance at grabbing your audiences attention. I love this tweet from Alabama’s football team. Look at how they utilized including multiple images in a tweet. They included two images, and have them both combine to form one larger picture. This is a great example of leveraging visuals to drive higher engagement rates. This is an area I want to focus on with my own content.

Hope you have an amazing and productive week!

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About Mack Collier

My name is Mack Collier and I am a digital marketing and content strategist located in Alabama. Since 2006 I've helped companies of all sizes from startups to global brands such as Adobe, Dell and Ingersoll-Rand, create customer-centric programs, content and experiences. A long-time internet geek, I've been online since 1988 and began using social networking sites in 1991 when I joined Prodigy. Today, I help companies understand how new technologies like web3, crypto and artificial intelligence can integrate with existing marketing strategies to lead to exceptional customer experiences.