Meet the man who unlocked the secrets of mobile content marketing. Vine star, Jerome Jarre, has helped transform engaging short-form media content into a powerful marketing tool for brands. His work comes at a hefty price tag though – $25,000 per Vine video or $35,000 per Snapchat message. The moral of the story? While you don’t need to spend $25K, you do need to actually spend money to partner with influencers.
Brands have spent years cultivating their social media following only to learn that they are no longer able to effectively reach them. Facebook continues to change its algorithms and Twitter recently announced organic tweet analytics, making brand messages almost invisible to the online community unless they’re promoted. Ad Week points to monetization, fragmentation and the “feed frenzy” as the three irreversible trends contributing to the dramatic drop in organic reach on social media.
Fashion houses and luxury brands are making their way into the hospitality industry with the emergence of new hotels and properties boasting lavish accommodations and amenities. “This emerging niche allows brands to present themselves in a new dimension and allows customers to ‘live’ the brand vision.”
What’s the difference among the three and their overall impact on the bottom line? Brand-related media leveraged through paid marketing channels or anything that requires an ad budget falls under the umbrella of paid media. Owned media includes any assets that your brand controls and provides the primary tools for the marketing strategy. Earned media is just that, word of mouth, or the earned perception of the brand as a whole. A great campaign strategy combines traditional marketing practices with social strategies across all three mediums to boost visibility and foster audience engagement.