Influence Marketing Case: How to Mylikes digital marketing

There is still some controversy about the online editorial advertising. This type of activity may not be the most candid, but how many of the digital ads now being taken can do that? Whether it's search engine marketing ads, text ads, or sponsored articles in blogs, editorial content is seeping into advertising in more and more imaginative ways.

Impact marketing, or marketers, work with influential online personalities to increase exposure and sales. Through their celebrity endorsements, ad.ly and other companies like sponsored posts can be a major player in this area. In a way, mylikes, the social media advertising platform, has done the same.

In recent months, Mylikes has become a hot topic in the mouth of digital marketers. The platform's brilliant record, launched a number of high-profile activities, attracted the media to report. As early as February Oscar night, the advertising platform to help the luxury fashion site Gilt groupe carefully planned an event, invited TV stars Khloe and Kourtney Post, will be red carpet when the views expressed and netizens to share. It is this concept of social media and advertising that makes the company unique. This not only uses the influence of celebrities to promote products, but also uses the influence of all social media users to increase the authenticity and value of the brand.

How the Platform Works

While advertisers can also use Tumblr, about 80% of Mylikes's marketing campaigns are based on YouTube and Twitter, and all activities start from the same place: The company's online activities create a platform. Advertisers describe their activities and provide a. Target sites, select specific countries or United States cities for positioning, and select an activity category (e.g. car, comedy, food and market category). Social publishers working with mylikes Use this information to select specific activities, either by recommending posts, creating sponsorship videos, or posting recommendations on Tumblr.

While the program is not currently based on auction, each publisher has a "social score" based on the activity's participation indicators, such as the number of comments, likes and reprint, and this score affects the price of each ad. Higher-scoring publishers can charge advertisers a higher per-click fee for each ad, so if advertisers want to work with well documented publishers, they will need to prepare more ad clicks when creating their own activities.

The service object for this platform

"Social publishers can choose and customize ad copy, which is really tailored to their audience." "Bindu Mylikes, chief executive of the company, said Act Reddy. She used to be the Google App product manager. In fact, more than half of Mylikes's executive team was previously Google's senior staff. "Consumers and readers can read and interact with the sponsored posts and articles that are created for them." Finally, advertisers are able to gain insight into this positive, brand-obsessed audience, rather than appealing to the reader's attention through intrusive banner ads. ”

In other words, each party can benefit: the publisher (Mylikes currently has a partnership with 250,000 publishers) can benefit from the relevant ads and increase the flow of revenue; consumers can get a personalized brand product and service that matches their interests and have the opportunity to share with their friends online. Advertisers can use the influence of these consumers to increase their interest in their products. For marketers, an important feature of advertising is its transparency. The articles and posts you send are always tagged with "advertising" or "sponsorship" to ensure that readers know where they come from. "We've done a lot of experiments and found out whether the reader clicks on the recommendation and sponsored content, depending on whether they are relevant to them, not whether they are sponsored content or not." "she said.

In theory, this activity can be applied to most brands, and social media now has enough clout to guarantee ad revenue. However, Mylikes is currently serving most of those who want to increase the number of brand Facebook "likes", increase video browsing, and bring more traffic to the site.

Mylikes seems to have answered a fundamental question that advertisers have been asking for years: are consumers so blindly growing that their advertising campaigns are no longer relevant? By introducing new, more appealing advertising formats, the industry is working to remedy the problem. Mylikes is also trying, but its goal is to target social media. "We think editorial advertising is the best form of advertising that can attract public attention," he said. "said Reddy. It is believed that marketers around the world also want their target audiences to agree.

(Original: July 14, 2011, compiled: Zeng Cui)