RESEARCH: Influencer Marketing Becomes Brand Priority, 70% of Consumers Feel No Emotional Connection to Apparel Brands

Check out our new round up for brand marketers, where you'll find the most relevant new insights and research published over the last week.  If you're trying to keep up, consider this your one-stop shop.

Nearly one-third (32%) of the marketing professionals surveyed by Bloglovin' and Marketing Dive said that influencer campaigns are essential to their strategies and 41% said they have seen more success in influencer campaigns than in more traditional advertising efforts.

A survey by Bynder found that the top priority for brand marketers in 2017 is new customer acquisition. 34% of those surveyed revealed that this new customer acquisition would take precedent, with 21% of them saying brand awareness closely followed. 65% said they would not invest in any technology at all. 

A study for Channel 4 by Cog Research and Dr. Amanda Ellison at Durham University found that the true cost of TV VOD is around 20% cheaper than YouTube and a third of the cost of Facebook. In 73% of minutes spent watching YouTube ads, videos were hidden from view.

According to a study by Cotton Incorporated, nearly seven in 10 consumers say they don’t feel an emotional connection to any apparel brand. 47 percent admit they’re less loyal to apparel brands than they were just a few years ago.

According to a study by  the Reputation Institute, Rolex is the company with the best reputation among consumers worldwide, followed by The Walt Disney Company was third, followed by Canon, Google, Bosch, Sony, Intel, Rolls-Royce, and Adidas. 

SaaS platform Podium released a study revealing that 93 percent of respondents said that online reviews have an impact on their purchase decisions; almost 60 percent of consumers look at local reviews on a weekly basis; and more than two-thirds of consumers (68 percent) are willing to pay up to 15 percent more for the same product or service if they’re assured they’ll have a better experience.


Gretchen Gardner @gardnergretchen

Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.
Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.

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