Targeting Co-op Advertising in the Digital World with Influencer Marketing
The Advertising Checking Bureau, Inc. (ACB) has developed Co-op advertising guidelines and recommendations to allow local retailers to be reimbursed for social media Influencer participation within a Brand's Co-op Advertising or Trade Channel program.
NEW YORK, June 4, 2019 /PRNewswire-PRWeb/ -- Influencer Marketing can be a powerful source for marketers to advertise their brand(s) and product(s) directly to their target audience through well recognized social media platforms like Instagram, Facebook, Twitter, Pinterest, etc.
Co-op advertising and local channel marketing activities have evolved over the years, and the marketing mix continues to morph into a combination of advertising and promotional activities that support the brand and local retailers selling the brand. One objective that remains constant is the quest for measurable and meaningful metrics that support the brand's integrity while sharing in the marketing costs.
Influencer vetting considerations, content engagement and social media requirements, qualifying costs, as well as reimbursement and documentation recommendations should be measured when evaluating Influencer marketing as part of a comprehensive digital Co-op advertising and marketing strategy.
With the ever growing and ever-changing world of social media, marketers are looking for ways to reach their target audience and Influencer Marketing is just one of these many new ways. Influencer Marketing experienced significant growth since 2016 with 2019 projected to potentially reach $6.5 billion. (Source: influencermarketinghub.com,The State of Influencer Marketing 2019 Benchmark Report).
Influencer Marketing can provide a cost efficient and cost-effective means of advertising with increased brand/product awareness through social media interactions. In a recent study, 93% of marketers surveyed use Influencer marketing (socialpubli.com) as part of their comprehensive marketing plan.
Nano influencers and micro-influencers with less than 30K followers can be an excellent resource for brands and retailers and far more effective for targeting a defined niche audience than power and celebrity influencers with a significantly larger base. Nearly 90% of all marketers find ROI from influencer marketing comparable to or better than other marketing channels (source: bigcommerce.com).
Using Co-op advertising dollars for Influencer Marketing can be a win-win for the brand and the local retailer partnership by sharing in the Influencer cost and at the same time reaching and engaging potential customers.
ACB's Co-op advertising guidelines and recommendations for Influencer marketing defines the brand's requirements for Influencers through establishing the qualifying social media networks, determining the guidelines for content engagement as well as defining what is eligible for Co-op advertising reimbursement.
ACB remains uniquely qualified to address the Marketing Services needs of brands, manufacturers, service providers and their advertising agencies. For more information on ACB services covering Co-op Advertising and Compliance Program Administration, Competitive Ad Tracking , Rebates and Sales Incentive services, please visit acbcoop.com or contact us at [email protected].
ACB is headquartered in New York City with client service offices in Memphis, TN and Tempe, AZ. For additional information, contact ACB.
SOURCE Advertising Checking Bureau
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