rakibulseo01
Do³±czy³: 14 Maj 2024
Posty: 1
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 Wys³any: Wto Maj 14, 2024 17:44 Temat postu: Strategies involving paying per post or series of posts and |
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engagement continue to dominate the industry, but as influencer fees rise and new platforms and formats force marketers to do more with their budgets, align influencer campaigns with tangible return on investment. The pressure to rate is more intense than ever. To do this, the customer journey must be fully analyzed, from awareness to purchase and everything in between. In this case, are the aggregated results still relevant? Please read carefully to find out. What is media earned value? Why should we assign a value to it? Earned media value refers to the visibility or exposure a brand receives through third parties outside of paid media advertising. In effect, the impact of actions such as word-of-mouth consumer reviews media coverage or blog mentions is covered. In influencer marketing, engagement metrics such as likes, comments, clicks or shares of an influencer’s post or campaign are considered earned media. Earned value media aims to assign a monetary value to the sum of the engagement metrics generated by an influencer’s posts or campaigns.
For example, PayPal provides a monetary value for influencer posts and aggregates them to provide an estimate for the entire campaign. By assigning a monetary value to earned media value, marketers can differentiate and compare the results of earned media to paid and owned media campaigns. Why is it so controversial? PayPal calculates PayPal by assigning a monetary value to metrics that marketers already track, such as likes, comments, shares, or impressions. Their credibility issues stem from a common misunderstanding of who calculates the metric value, how it is calculated, and what it tells us about the impact of a campaign. There is also confusion because there is no uniform standard that sets the initial value of the metric that the calculation is based on, and the value can vary depending on the circumstances of each market. This means that brands and technology platforms can customize the settings to suit their own purposes. In addition, social media platforms such as PayPal and PayPal do not set or verify the values of engagement metrics on their platforms. All of this can lead to confusion and misunderstanding about what is represented, especially when marketers try to compare marketing campaigns without a uniform baseline.
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Nonetheless, the US marketing company’s Media Earned Value Index is widely recognized as the premier index in the market and is widely accepted as a global industry standard. It is calculated using an index algorithm on its platform that combines media buying data, Fortune 500 reports, analysis and third-party research to derive separate metric values that are updated regularly based on market fluctuations. Therefore, using the index as a base value, the calculation and marketing campaign’s number of likes is calculated as follows: Number of Likes + Number of Comments What does it tell us and what does it not tell us about the impact of influencer marketing campaigns? Assign additional value to what you already track likes, comments, shares, etc. In this way, attempts to measure the vague concept of brand awareness generated by an influencer or influencer marketing campaign are made. Marketers are able to designate the brand awareness generated by social media campaigns as a monetary result, thereby justifying the investment and campaign. For senior managers who are unlikely to be involved in the day-to-day operations of influencer marketing campaigns, analyzing one campaign versus another can help inform decision making.
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