How to Add Authenticity to Your Marketing Strategy

How to Add Authenticity to Your Marketing Strategy

(Originally posted in The Marketing Scope by Jack Holt, Mattr CEO) If there’s one quality marketers desire from their content, it’s the perception of authenticity. We live in a time when being “fake” is the most heinous of all crimes— to be perceived as fake is to be shunned, discounted, and cast aside. Despite the buzz, it’s tough to tell exactly what constitutes authenticity in brands. The only sure thing is that authenticity brings in money: Consumers are willing to spend money in support of “real” brands. So how do marketers achieve that genuine persona when consumers balk at anything...

Measuring the Success of Influencer Marketing

When it comes to Influencer Marketing, it seems like analytics are often a forgotten piece of the process. While much attention is given to identifying influencers, researching them and the paid conversion that happens in order to bring them on as an influencer, the analytics of the arrangement is often an afterthought. Effort requirements are almost always part of the contract with an influencer. For instance, if Holiday Inn commissions an influencer to run an Instagram Loyalty Program campaign for them, that influencer might be asked to produce X number of Instagram photos per week on their personal account....

Loyalty Programs Require Part Emotion, Part Data Science

Put yourself in a modern day traveler’s shoes – does it seem like a constant race to gain loyalty points? Have you enrolled in multiple programs but only stay devoted to a select few? Does every interaction with a hotel seem more like a transaction than a connection? As our choices have expanded, so have our expectations; both have indubitably influenced our behaviors as consumers in some way. The ubiquitous nature of social media means expecting swift responses about our questions and needs. Disruptive business models such as Airbnb’s and design-based hostels’ afford travelers the variety, flexibility and unique...