6 things we learned from October’s Digital Breakfast

October 17th, 2018

For October’s Digital Breakfast our panel of experts looked at the potential of content-driven commerce, presenting case studies featuring brands who are doing it effectively and marketing predictions as to how content and commerce might evolve in the future.

The line-up included Nic McCarthy, Global Editorial Director, Wavemaker, Howard Wilmot, Content Strategist, Dialogue and Lisa Targett, UK General Manager, TRIBE.

Here are six things we learned from their presentations.


1. Millennials trust influencers more than anyone else – Two of the presenters, Nic McCarthy and Lisa Targett, spoke about the way in which brands are working with social media influencers to convey their messages. They both demonstrated that influencers have credibility with their peers. Nic showed a report that highlighted how millennials trust influencers more than magazine ads, magazine articles, or newspaper ads or articles. The bond between influencers and their followers is very strong as the ‘people like me’ factor (which was at the core of Nic’s presentation) generates trust. As Nic said “68% of millennials follow influencers because they hold similar interests or live similar lives to them. They have faith in the content they’re seeing and, in the individuals, publishing it.”

2. However, authenticity is vital – Both Nic and Lisa explored the way in which authenticity is crucial to the way that brands communicate with their key audiences. As Nic explained through a case study that focused on jewellery brand Tiffany, “authenticity is vital – we don’t ask the influencers to tell Tiffany’s stories, but to tell their stories about Tiffany.

3. There is still a massive role for brand websites in the car buying process – Sometimes marketers can be little cynical about the role brand websites play in product decision making processes. Yet for people making big ticket purchases such as cars, the information that the brand website delivers is still crucial. In Howard Wilmot’s presentation, he reported that car brand websites are massively important with as many  as 31% of consumers suggesting that they are central to the decision – more than word of mouth and other types of content.

4. Word of mouth and forums are also still important – Yet as Howard reported, word of mouth and forums are still very important as they are often the second port of call for people in the car buying process. They are often used as a validator for some of the claims made by the manufacturer.

5. Influencers are very keen to run brand campaigns – In her presentation, Lisa Targett, UK General Manager, TRIBE explained how her company acts as a conduit between brands and influencers with the latter creating and sharing images on behalf of the former. She highlighted that influencers are very keen to work with brands, saying that “1 in every 4 TRIBE briefs from brands receives a submission, within the first 25 minutes.” It seems that almost every Gen-Zer aspires to be an influencer and are passionate about working with brands.

6. Influencer marketing is not performance marketing – However Lisa added that ROI should be measured differently in influencer marketing to other forms of digital marketing. She suggested that it should be seen as “effective word of mouth marketing at scale, and that companies ought to bear in mind as operational savings as well as increased ad performance.”

Ashley Norris, Editorial Consultant, The CMA

Book tickets to the November 14th Digital Breakfast here.

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