First, it was social media. Then came new formats for ratings and reviews and, of course, the evolution of how influencers used the mediums to deliver their impact.
From posting photos of restaurant food on Instagram to live-tweeting opinions of the presidential debates to creating and sharing mock videos on YouTube, Facebook, and other platforms, influence has become both an art and a science. Everyone has an opinion, and social networks have given everyone the power to share them. Now, science is giving new power to businesses, allowing them to play in ways not possible before.
It’s widely understood that peer-to-peer recommendations drive about twice the amount of sales as paid advertising, and earned media typically returns seven to 10 times the ROI versus paid media thanks to the added credibility of third-party endorsements. Yet, despite all the change and the growing respect for influence, the ability to carefully measure its business impact has lagged. As a result, many marketers have both underutilised and undervalued influence in their marketing mix.
This global platform provides scalable services to identify influence, create content and ideas, target, amplify, and measure. It brings together creative, shopper, and media to reimagine the use of influence. It features industry-leading performance marketing data, technology, and analytics, making influence more measurable, transparent, and accountable for driving incremental brand impact and ROI. The offering will continuously evolve with advancements in data, technology, and channels.
The Conversation2Commerce platform was initially developed to work for B2C consumer marketers who were looking to drive online and offline commerce as well as brand lift. The model quickly evolved to meet the growing needs of B2B and business-to-government companies and nonprofits. Called Conversation2Credibility, it precisely scales and targets influence to drive brand reputation and action. Specifically, we can use this version for corporate social responsibility, education campaigns, issues, and crisis management as well as nonprofit communications.
To learn more, visit http://conversation2commerce.mslgroup.com or contact Erin Lanuti at MSLGROUP, Erin.Lanuti@mslgroup.com