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Influencers and Amazon at WPP Checkout

09/04/2018
Advertising Agency
San Diego, United States
18
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If influencer marketing isn’t currently part of your retail strategy, it needs to be, writes Mirum Shopper's David May

Yes, WPP Checkout was a special opportunity to share insights and talk shop about the convergence of retail, technology and shopper marketing with smart folks from Target, Google, Adobe, IBM and Pinterest, amongst others.

And no one should be surprised that Amazon dominated discussions; at WPP Checkout, many were eager for answers on how to respond to Amazon's relentless disruption and pursuit of innovation. 

Evidence? Here are some of the panel topics:

- Amazon Blackbelt 2.0

- How to Build Brands and Grow Sales in a Retail World Disrupted by Amazon

- AI: 5 Concrete Steps to Go on the Offensive Against Digital Disruption


Speakers also weren’t shy about describing the magnitude of the challenge Amazon presents:

“Amazon Prime as a commercial ecosystem is the largest consumer economy in the world.” – Bryan Gildenberg, Chief Knowledge Officer, Kantar

“Is Amazon the ‘White Walkers’ of commerce that all other retail kingdoms are battling?” – Carl Hartman, CEO, Geometry Global

“Amazon is now the 5th biggest website in the world.” – Michael Francisco, Head of Alexa Skills Kit Partners, Amazon

But Amazon isn’t the only skill that marketers need to master. Adweek recently reported that influencer marketing is set to grow from a $2 billion business in 2017 to $10 billion by 2020.

At WPP Checkout, Mirum’s Master Class ROI 2.0 (Return on Influencer): A Performance Influencer Strategy Workshop and panel discussion on how influencer marketing can drive sales provided attendees with the tools agencies and brands need to assess their influencer campaigns, identify influencers, and properly incentive and measure commerce-driven outcomes for influencer activations.

Our panel was moderated by Mirum CMO John Baker, going deep into the challenge of “impersonalisation” in marketing and how influencers can combat it with personalisation and organic content.

Our influencer marketing panellists from Mirum included Alecia Dantico, VP of Social Media, Maura Wall Hernandez, Director of Social Media, and Todd Szahun, SVP & Head of E-commerce, who shared tools needed for business transformation, including targeting the right influencers and crafting an authentic message, leveraging the full social ecosystem to drive awareness and deliver content, as well as developing a new subscription commerce strategy to drive brand sales.

Karen Bellin, VP of Insights & Action at Mirum, spoke at our ROI 2.0 Master Class about the emerging trend of quantifying return on influencer marketing, showing attendees how to leverage influencers to drive purchase, how to track success, and an actionable strategy to transform their influencer programs.

Our discussions raised two key insights:

- Research shows that influencers are the most effective and trusted sales drivers.

- 9 out of 10 people were influenced to make a purchase based on content seen in social, and 33% of consumers cite influencers as the most trusted source for shopping.

The takeaway? If influencer marketing isn’t currently part of your retail strategy, it needs to be.



David May is VP, Client Engagement, Mirum Shopper

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