Two weeks ago, we started working with a ecommerce jewelry client. As our standard process, we dedicate roughly 2 weeks to run proper tests to identify the audiences that have the most interest / purchase potential.
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Authenticity.
It is a word that has been thrown a lot lately because, in this day and age of carefully curated profiles, it's rare for any brand (or people) to showcase full honesty.
This is why a lot of companies who position themselves as ambassadors of radical transparency and ethical business often succeed - because if you are a company that cares, your customer will respect you, even if it means paying a little more.
I have been thinking about Influencer Marketing. Having worked in the PR biz for 8 years, I understand and have seen the power of leveraging on an influencer's credibility to tell a brand's story and at the same time, I have seen how it has less than spectacular results.
Most of the time, the kind of influencer partnerships that work are those with a natural fit.
What exactly do I mean by natural fit? Let's put it this way...
Return of Advertising Spend (ROAS) is a very important metric of success when it comes to any form of advertising. It is calculated by dividing the total revenue generated by your ads with the amount you spent on advertising.
Simply put, the campaign that I developed for an e-commerce brand generated a ROAS of 13, meaning for every $1 they spend on advertising, the return they receive is $13. So, if they spend $10, the return is $130 and so on.