
Ogilvy study says B2B is increasingly using influencer marketing
Influencer strategies are gaining prominence among business-to-business brands and outperforming brand-only marketing by 67%.
EMAIL MARKETING
By our News Team | 2022
Emphasising exclusivity and scarcity, using a handwriting font, and building alliteration into the copy help to create effective mailers.
A dominant channel for communicating retail messaging is through email marketing, which continues to evolve as businesses experiment with different tactics and approaches to make their emails more interactive.
Everlytic, a leading digital messaging platform, recently partnered with behavioural communications firm BreadCrumbs Linguistics to analyse the top 50 mailers sent by retailers through the Everlytic platform in 2021.
Photo by Torsten Dettlaff on Pexels
The data was collected from 2.4-billion bulk emails that retail clients sent during the year, with ranking done according to key engagement metrics – including open rates and click-through rates.
The report focuses on the linguistic elements that correlate with mailer-engagement success by using Behavioural Linguistics, a science that looks at how language influences action. In direct-mailer marketing, the action wanted by marketers is for recipients to: (1.) open the mailer and (2.) engage with the communication by clicking at least one link in the mailer.
Among the key findings:
“Behavioural nudges have emerged as one of the best ways to improve sales while still maintaining an end user’s freedom of choice,” the researchers noted. “Communications that are framed with behavioural insights in mind benefit from the close link between language, behaviour, and decision-making.”
Influencer strategies are gaining prominence among business-to-business brands and outperforming brand-only marketing by 67%.
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Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.