What Is Dynamic Content Marketing?

The first time Amazon introduced their recommendation engine, we were amazed. The fact that a website could recognize a return visitor, discern their interests, and change their site experience accordingly, felt incredible.

Since then, data-driven personalization has become popular. However, it’s not prevalent in the marketing space – probably because of the lack of understanding of how it works.

What’s Dynamic Content?

Dynamic content it’s the ability of a website, ad, or email body to change according to the interests or past behaviors of a visitor. It creates an experience which is customized specifically for the viewer or the reader at that moment. The best well-known example is Amazon’s recommendation engine, mentioned above.

How Does Dynamic Content Work?

The key to this content’s value is its relevancy. Research shows that marketing which is more targeted and relevant to the end-recipient gives better results. For example, relevant emails generate 18 times more revenue than broadcast emails. And prospects who are nurtured with targeted content produce a 20% increase in sales prospects.

Relevancy is born from information. Insights about materials that matter to a lead across their relationship with your brand will help create relevant content. And demographic and contact information data helps deliver the right content to the right person at the right time.

Dynamic Content Marketing Strategies

Use dynamic content purposefully and be intentional about its use, as it creates a better experience for your leads and customers.

When integrating dynamic content into your marketing strategy, you need to know how it will improve your potential customer’s time with your emails or on your website.

How to Integrate Dynamic Content in Your Marketing Strategy:

Eliminate repeat conversions

If a customer has downloaded a certain offer or purchased a certain product, use dynamic rules to remove that offer from their view. This will help you create a shopping or website experience which never gets too old for your customers. And you’ll be able to expose your customers to fresh offers or products, which boost your conversions and sales.

Tailor to prospect life-cycle stage

A prospect’s life-cycle stage refers to how far a visitor is in their decision-making process. Is this their first visit? Are they ready to make a purchase? Are they evaluating options?

By knowing about a particular lead, you can avoid over-selling to them in the early stage of their journey. Also, you can avoid wasting an opportunity to sell to someone who’s ready to buy.

Dynamic Content Mistakes to Avoid

Data inaccuracy

Dynamic content relies on gathering your data correctly. So, get the right data and have ways to fix inaccurate data.

Have you launched a new product? For your existing customers, you can use content to invite them to purchase your new product. But even with trustworthy data, you may have a few names or data points wrong. So it’s important to have a way where your customers can update their information.

Over-personalization

Dynamic content helps you to personalize in fascinating ways. But remember the reason you’re personalizing. Don’t use personalization just for the sake of it. Consider how it will aid or guide your prospects. Improper personalization is ineffective and unwarranted.

If you are not interested in casino bonus codes , then you have already missed a lot.

10 Effective List Structure Techniques

How to Use 10 Effective Techniques to Structure Your List

The lifeblood of any Internet marketer is their list. If you properly use your list, then your earning capacity is very high. If you have an opt-in email list, then you are sitting on piles of cash.

As many people ask, “How do I build a list?” the following points describe some of the best ways to develop your email list.

1) Newsletter/ E-zine

We are in the Information Age; therefore, individuals are desperate for info. Unfortunately, everyone is so hectic with their lives that they don’t have time to find the details. Publish a newsletter in your specific niche with lots of meaningful content, and you will get individuals gathering to you to register.

2) E-Courses

People are hungry for info so that a complimentary e-course will encourage individuals to part with their email addresses. Produce a minimum of a seven-part course that is provided every few days into their inbox. Of course, the e-course also discreetly offers your product!

3) Articles

Write articles and disperse them to post directories. Include your newsletter sign-up in the resource box, and if you have offered excellent quality content, you will get the visitors who will register for more information.

4) Free Books

A complimentary e-book is an excellent way to build your list. It does not need to be an impressive tome, just essential details for which individuals will exchange their email addresses. You can compose one yourself or get one ghostwritten for you. Make sure that it is details that your visitors will want to have, and ensure you have consisted of links to your products and websites in the book. You can likewise include affiliate links to maximize your profits more.

5) Free Membership Site

Developing a free subscription website is an excellent method to get individuals’ email addresses. Offer valuable content-free of charge but only to registered members. You can then Up-sell them other products or other membership levels with more items and more resources readily available to them.

6) Squeeze Page

A squeeze page is a pre-sales letter page where you capture a person’s email address before they move on to see your sales letter. It is reportedly really efficient, and you can also personalize the sales letter with their name or other details from the squeeze page.

7) Pop Up

Turn-up windows, exceptional and different windows, can be highly effective at encouraging people to register for your newsletter. These can pop up as visitors enter your website or when they leave, reminding them to sign up for more information.

8) Viral Marketing

Viral marketing is where you hand out something of value that individuals wish to pass to all their friends. It might be a video, a book, a game, or anything comparable. Whatever it is, it has your web address in it so people can sign and come up to your newsletter and get more info.

9) Free Giveaways

A preferred new method of list building is the big Internet giveaways where lots of individuals send available items free of charge in exchange for a newsletter register. These are excellent ways to quickly develop your list– though be aware that giveaway candidates may not make for the most responsive lists.

10) Sign up bonuses

Offer your visitors a bonus if they register for your newsletter, e.g., “20% off XYZ for readers” or several e-books or reports that will be of interest to them.

Utilizing these ten basic strategies, you can develop your list and, after that, take advantage of their earning power.

Publish a newsletter in your niche that is complete with valuable content, and you will get individuals gathering to you to sign up.

People are hungry for details so that a free e-course will persuade people to part with their email addresses. A complimentary e-book is an excellent method to build your list. Developing a complimentary subscription website is a unique way to get people’s email addresses. Whatever it is, it has your web address in it so individuals can come and sign up for your newsletter and get more info.

5 Reasons Why Digital Marketing Is Essential for Any Business

If you are looking for innovative ways to market your products and services, you cannot ignore the importance of internet marketing aka digital marketing. According to experts, digital marketing is one of the most valuable assets for any business in the world. With these techniques, you should be able to establish your business. As a matter of fact, 90% of marketers are of the opinion that search engine optimization and pay-per-click campaigns are essential for any business to make progress in the here and now. Therefore, we have described 5 reasons to help you realize the importance of internet marketing. Let’s talk about these reasons.

1. Reaching Billions of People

Over the past two decades, more and more people spend their spare time surfing the internet. Statistics tell us that more than 7 billion people have access to the internet across the globe. As a matter of fact, the world wide web is now an integral part of our lives. We use the internet to check out our social media pages and purchase products on the internet.

Since most consumers, especially in third-world countries, purchase their products online, your website must be visible to these online buyers. If you cannot find your website, how can you expect them to make purchases from you?

2. Use the Power of Social Media

Today, there is a lot of competition between manufacturers in almost every industry. Your competitors may be using every trick in order to increase their shares of buyers. So, if you want to be competitive, you have no choice but to invest your time and effort in these campaigns.

In this case, you must focus on social media websites and consider paid advertisements as well. The idea is to reach as many buyers as possible.

3. Being Competitive

As far as operating a business is concerned, you may have to compete with top players in your industry. You may not be able to compete with big players, such as Amazon, Target, and Walmart, especially if you don’t invest in digital marketing.

As a matter of fact, if you are looking to stay ahead of your competitors, you should be able to use SEO and PPC to your advantage.

4. Targeted Campaigns

Digital marketing is essential if you want to get your message across to your prospective buyers. It is like targeting your campaigns at your desired customers. With the help of these campaigns, you can create customized campaigns.

The good thing is that you can use the filters to target your complaints to your desired age groups. And then there are a lot of platforms to choose from.

5. Monitor your Campaigns

The good thing about digital marketing is that it allows you to invest your money so you can progress as far as digital marketing is concerned. This approach can help you improve your campaigns to get better results. The traditional methods can work well but they may not allow you to track your progress.

In short, these are 5 reasons why you should invest in digital marketing these days.

How to Select the Most Preeminent Digital Marketing Agency for Your Business?

In a world wherever companies expend millions of dollars each year on digital marketing campaigns, the need to separate good agencies from bad cannot be worried enough.

Uniting several internet marketing strategies with other forms of media and schemes, digital marketing has come to be one of the most operative methods of lead-generation, branding and acquiring larger customer-base. Approximately speaking, it can be sectioned into offline marketing, internet marketing, and mobile marketing.

The significance of having a digital marketing agency for any kind of business is observable. It is the nature of some firm to focus its complete consideration to the industry that it is in and then to the primary objectives that form the company. This needs assigning other works like digital marketing to external activities. MBINFOSOFT is one of the top most SEO Company in India, which offers best SEO services.

So how does one catch the correct digital marketing agency to work with?
Selecting the correct agency can be an intimidating task particularly because there are new companies jumping up nearly every day. Also, the variety of services provided by these companies is not the similar. Let’s take a look at the different elements that will support you select the best digital agency for your commercial:

Services Offered
The main thing you should at all times consider while looking for digital marketing agencies to work with is the nature and variation of services they provide. A worthy agency should provide as many services as probable under one roof. This will protect you the concern of finding another company for an exact service as you can simply representative all your digital marketing requirements to that company.

A complete serviced agency usually offers:
– Online advertisement
– Search engine optimization and marketing
– Mobile and Email marketing
– Web design and development
– Online reputation management
– Social media marketing

Portfolio and Recommendations
An upright digital marketing agency will at all times have a portfolio that comprises clients with observable levels of achievement. You can simply right to use this portfolio from their website. A portfolio page that inclines a worthy number of clients is more honest than one that shows only rare.

Testimonials are a different criterion to aid in selecting a digital agency for your business. Good assistances will have testimonials and feedback from preceding clients.

Online Presence and Reputation
It’s simply usual for a company that deals in digital marketing to have an observable online presence. What is its Twitter following like? Social media attendance and action is a good measure of a company’s status. A fast Google search using the company’s name as the search term will expose a great deal of info about the company, comprising feedback and reviews on review sites, if any.
Support
Some good company should have outstanding support. Try communicating the digital marketing agency that you’re presently researching on from their website or through their live chat presentation, if they have any. Find out how expert their support team is.

Selecting the best digital marketing company in India for your business should not ever be taken casually. The achievement and failure of your business is ultimately in their hands. Also, if you’ve set up a good agency whose determinations have brought you better profits, you are going to want to create a long term association with that organisation.

Opting for the Right Compliance Management Software to Monitor All Professional Ventures

Axar Digital’ compliance management software solutions command the control & tracking of compliance like action- for the Planning of the documents, scheduling, alleviation, reporting, and essential assessment of the firm. It intends a compliant, closed-loop system that benefactors you continually measure, exhibit and maintain compliance for a range of guidelines, requirements or values across the company. By centrally instituting, tracking and overseeing compliance-connected conducts, record and agendas, and compliance demands and certification, Axar Digital let you effortless administrative reporting and a regulator of the risk concerned to noncompliance even around the supreme compound business enterprise. Axar Digital’ compliance management software can be simply personalized to work on any process or plan for a number of size conglomerate bodies. Axar Digital equips all-embracing compliance software while allowing business units, operational parties or service industries to stay answerable for their own compliance undertakings.

Compliance Management Software India Authorizes Enterprises To:

• Uphold the compliance, governing system (policies and processes),
• Seamlessly adapt trader organizational and supervising feeds,
• Put into operation, integrate, and examine any form of compliance assessment, study or inquiry form, and
• Adroitly formulate, and develop reports, for supervising exams and reviews.
Compliance management software solution by Axar Digital is well-heeled to deal with and courteously configurable. This formulates it suitable for any company’s specific compliance administer. This cogitated an enormous benefit over custom code because the compliance management software solution India can be made-to-order by any company remarkably prompt to reflect any program or technical changes.

Benefits Of ARIS Compliance Management Software India:
The ARIS Governance, Risk and Compliance Declaration is beneficial in spotting the essential core expertise and processes to secure compliance. This compliance supervisor can expend this GRC software solution to begin a consistent program which assesses the effectiveness of compliance panels and report to commended authorities about innovations. With this compliance software, you can adapt prompter to up-to-date principles and policies and put up a single company-particular request record to elude observing meetings and dual work.

Axar Digital’ Compliance Management Software Also Enables You To:
1. Increasing business responsiveness by without any delay identifying the foremost reason for compliance issuances and taking instantaneous action
2. Become accustomed more speedily to up-to-the-minute procedures by breaking down proclamation and regulation into regulatory requirements that can be controlled with ease
3. Detect document and analyze risks and define controls to reduce them
4. Diminish the risk of moments by reducing coverage to potential compliance infringements
5. Put on risk events along depicted business process chains and inspect dependency between business events, risks, and regulators
6. Reduce complexity by adapting all monitoring requirements into a singular process and Internal Control System (ICS)
The custom-built compliance management software solution is developed as per your business’ necessities at our Axar Digital.

Top 5 Tips for Retailers to Purchase Wholesale Groceries

Retailers/resellers are the responsible persons for purchasing bulk groceries from wholesale suppliers in large amounts. Purchasing the bulk amount of merchandise is the most effective & important step for the beneficial business. Every retailer knows that they have a huge number of options to get the products in large amounts from various online stores & material stores, with price variations from a variety of suppliers. But before going to purchase wholesale groceries the retailers should remember these five tips.
1. Quality
For every successful business, the first step is providing the good quality products. Whatever the products you’re providing through your store quality is important. So the first thing you would consider from wholesale supplies is quality. For an online store or material store first, go with a sample check, this is good & feel much better while checking the quality of products with your eyes & hands. With this, you can truly analyze the quality of products.
2. Compare Prices
It’s a crucial and important step in wholesale grocery purchase. List out the products what you need for your store, and then check the vendors those who are offering the products. Later on, check the quality if you’re trusting with one brand then compare the prices from multiple suppliers. For a loose buy, you should analyze the price then bid on the products carefully.
3. Minimum Orders
Always check the products & brands that are offered by your competitors, this will give you a clear view what kind of products do we purchase, etc. make a clear view on leftover stocks & store discounts. These analyses will help you a lot. Whatever the products you’re providing through your store keep a rough estimation based on that you would buy the merchandise from wholesale suppliers. With this, you can avoid leftover stock wastage.
4. Stability
Most of the business people prefer material stores for bulk buy this is one of the good options for quality checking & bidding, but a time-consuming process. This is the reason most of the people prefer online shopping even for bulk shopping. When you choose the online shopping you should consider the stability like from how long the site is running, is that store maintaining user-friendly relationships, providing best customer support, easy return policies, etc.
5. Hidden charges
The most terrible & horrible thing in wholesale shopping is shipping, for online shopping, it is the crucial step, try to go with free shipping/very fewer charges providing online vendors. Do they provide Cash on Delivery (COD), any hidden charges, etc should consider. While on traditional store shopping also should consider these charges. In wholesale shopping, one can definitely get products for lowest prices with bidding, but do consider & keep a naked eye on hidden charges.
There are lots of sites that are offering wholesale groceries online as well offline, but consider the Doorstep Kirana wholesale grocery store for bulk shopping. This is the Hyderabad’s largest wholesale grocery supplier. Here one can get groceries, Vegetables, fruits, etc. at reasonable prices with free shipping & COD options. Get the best quotes from retail industry experts with a phone call. Check the quality with sample checking.

What Are the Advantages and Disadvantages of User-Generated Content?

What is User Generated content?

The concept of user-generated content is simple, it includes all the content such as photos, videos, blog post which is posted by the user on website or social media. 93% of the marketers are seeing results in improving brand exposure through influence engagement. UGC is one of the best content marketing technique as this not only influences user engagement but also drop the cost per click of the websites by 50%. It is the automated way to see higher brand engagement, decrease the content creation cost and increase the marketing performance.

What are the Advantages of User Generated Content?

1. It increases engagement, CTR and leads conversions

The best part of the UGC is the authenticity of the content. All the content which is generated is authentic and fresh so, this multiplies the marketing efforts of marketers. UGC has increased the reach of social media campaigns by 50% and it is found that 68% of the people say that user-generated content is generally a good indicator of the quality of a brand or service.

2. Increase the Dwell time and Reduce the Bounce Rate:

Bounce rate is one of the main aspects when it comes to Search Engine Optimization (SEO). It is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. By displaying UGC on website, the time spent by the user on the website is increased as the content displayed on website such as product image, user-generated videos attract the visitor and it forces the user to stay on the page for a long time.

3. Save time and money

Marketing is all about promoting your business/brand at a minimum cost with maximum benefits. All the social media campaign take a huge investment of time as well as money, and even though the success is not guaranteed. UGC allows you to save time as well as money because it allows you to leverage your customer’s voice. Also, the content reaches to the targeted audience which means half the job is done. The best way to make social media campaign successful is displaying UGC on big Digital Screen. This will create engagement of the user and build brand trust among users. All the big brands like Apple, KFC, Disney use user-generated content as one of their social media marketing strategy.

But when you find too many positive of one thing, there are some negative aspects also in the hindsight.

Disadvantages:

4. Negative content marketing

It is very easy to feel the burn of UGC as all the content is generated by the users. By allowing to post them on website you are allowing them to present negative perception or opinion of your brand, which is natural as the audience is not predictable and not everyone will like what you sell on your website so one must be prepared for this.

5. Always needs monitoring

When all the users having discussions on your website then there must be one person who is monitoring all the conversation as a healthy conversation may lead to a disaster for your website. This can alter your brand image hence, moderation of the social media content is necessary.

The Best E-Commerce Marketing Calender Plan

Not everyone has a planned up map that they need and in today’s date eCommerce is at its boom and it is projected that it will increase to $4.058 trillion by 2020, which is really a very big number.

So here we have a solid plan making you go through what actually works.

1) Build Up Your Base
Hire up understanding and the right people for your WooCommerce business. Plan according where you want to see your business reach. Build social media profiles, email subscriber list, automation services like MailChimp.

Some plugins that can greatly help you are-

  • For Marketing Automation Management- Hubspot WooCommerce Integration Pro,Mautic WooCommerce Integration.

2) Start Content Marketing

  • Make your content rich and keep track of what your competitors are doing.

  • Try to analyze the industry’s good content.

  • Share your content on social channels.

  • Show them what they can make, not what you have.

  • Use SEO research for blog creation.

3) Social Media Platform

  • Use Social media ROI(use UTM codes, using built-in analytics).

  • Interact with your fans.

  • Use paid options properly to increase your traffic.

4) Attract Customers

  • Use Google Adwords for your ads which can be highly responsive. Correct audience and use of efficient and effective keyword is most important.

  • Eyes take customers to products that look attractive. Use plugins like WooCommerce Gift Card to attract customers through attractive cards.

  • Offering them points for their purchase may do the same. Use Woocommerce points and rewards.

  • to by offering them points and coupon codes.

5) Use Email Marketing

  • Personalize tour emails so that your customers feel valued.

  • Personalize your messages according to their age, location, and industry.

  • Use an influencer marketing campaign.

6) Observe and Learn

Analyse properly the results which you got.

  • Learn from your mistakes.

  • Use Google Analytics(free tool) to analyze your consumers.

Analyse, learn from your mistakes and improve

7) Attract More Traffic
Traffic!! Something that every storekeeper craves for.

  • Offer discounts/coupon using plugins available at WordPress and codecanyon.

  • Use a Free with scheme for your products.

  • Use holidays and festive season to boost up your sales(Black Friday, Thanksgiving, Cyber Monday etc.)

8) Grow Using Affiliate Partnerships

  • Use your main page to create affiliates by providing a section for it.

  • Review before you affiliates.

9) Find Sources That Generate More Traffic

  • Focus on better CPC.

  • Reanalyze your data and look for improvement on your site.

  • Update old adds with good content by taking ideas from those which are doing good.

10) Create A Strategy With Your Teammates
Take help of your teammates to build a fantastic strategy from the results so far because they have been with you from the beginning.

United we stand, divided we fall.

11)Start Some Free Services And Products.

  • Everyone loves free stuff. Start a giveaway.

  • Think of quizzes or contests with free gifts and prizes.

Yay!! thanks for the gift.

Now you can see your traffic spike.

It is an effective and simple way. Obstacles may come, but learn to improve and move up. Thanks for reading

Hope this helps you.

Team

MakeWebBetter

connect@makewebbetter.com

The Rise of the Micro Influencer and How It Changed Influencer Marketing

Influencer marketing and its role in social media is changing – and likely for the better.

Social media continues to be a growing and major game player in influencer marketing and correlating sales. Considering the success of celebrity endorsements through various digital platforms, it is clear that social media and its various celebrity influencers have a huge impact on how and why consumers buy their products. A 2017 insight report conducted by Gartner L2, a business intelligence firm which measures the digital performance of brands, found that on average, 70 percent of labels in various industries had partnerships with influencers on Instagram.

These numbers can’t go unnoticed. They are huge and play a big role in the marketing game – but at what cost?

Think back to famous fashion designer Virgil Abloh’s famous “The Ten” Air Jordan 1 shoe design. You might remember that it gained its mass appeal from an influx of celebrities who promoted the shoes on social media for the world to see. Such noted celebs included Travis Scott, Drake, Bella Hadid, and Naomi Campbell among others. These endorsements drew consumers in, creating mass success through major influencers with millions of followers.

It’s true that influencers have a huge impact on driving sales and producing results. We can see this from the worldwide success of brands like Nike and Adidas, who have famously endorsed the likes of Cristiano Ronaldo, Kanye West, LeBron James, and a whole slew of other world-famous influencers. There’s no sugarcoating the fact that influencers play a huge role in brand success. This is because influencers can connect with people in a way that sparks passion and curiosity – something most brands simply can’t do on their own.

But is there only so much celebrity influencers can do? Are celebrity endorsements always a surefire way to get consumers to convert? As social media and the digital space continue to grow and evolve, it seems that consumers are slowly straying away from the large endorsements so often taken on by celebrities and are looking for something more: meaning.

The marketing and consumer space is an ever-changing and ever-growing wheel of give and take. Endorsing celebrities for specific brands and paying them to promote a product doesn’t work the way it used to. As brands are starting to see, consumers have become privy to celebs who endorse just about anything.

Today, what consumers want is an influencer who they can relate to – an influencer who develops meaningful and authentic relationships with people.

“The [people] that have the most impact are the authentic ones, and the micro influencers tend to be much more authentic than the big celebrities. The consumer today knows that the big names are being paid to wear particular brands, and when you add compensation, it calls into question the authenticity of the endorsement,” says Matt Powell, sports industry analyst at The NPD Group Inc, a market research firm.

Consumers respond well to influencers who relate to them, show that they share the same common interests, and also show that they actually care. When consumers see that authentic connection, they engage with it. This is why influencer marketing is shifting ever more towards influencers with high engagement among their fans.

Sales conversion isn’t always guaranteed with influencer power. What drives conversions and engagement are meaningful interactions which create genuine connections to a brand. These connections engage with people on a deeper level that shows a common interest, drives engagement, and drives exposure. This type of connection goes deeper than just promoting or selling a product, and is usually found among micro influencers with smaller, niche audiences but high engagement. These types of micro influencers connect with consumers on a personal and emotional level: “If you can connect to people emotionally, that’s a consumer for life,” says Barney Waters, president of K-Swiss.

This exact approach can be seen in K-Swiss’ 2017 marketing campaign. The brand uses influencers with niche audiences that have high engagement. “Fame on its own isn’t enough. You’ve got big-name celebrities, but if they don’t have strong social engagement, it doesn’t really matter. It’s like a billboard in a forest. Consumers have a higher expectation. They want to know who you are and what you stand for,” says Waters.

Waters has his own strategy when it comes to influencer marketing, and it’s simple: he wants to connect with consumers on a more relatable and personal level. How so? By creating shoes that relate to and are designed for young professionals. This different approach is one he took in 2017, and is vastly different from other brands.

So yes, it’s a fact: influencer marketing is changing. And today, influencer marketing is shifting towards more meaningful engagements.

Mike Froggatt, the intelligence team director at Gartner L2, states that when a celebrity partners with several different brands, engagement takes a hit. Froggatt also states that micro influencers tend to endorse or engage with a product up to eight more times than mega influencers do. So who is winning here? The micro influencer with the niche audience and heavy engagement, or the influencer with millions of followers but little engagement?

“If you’re looking at Kim Kardashian West or Justin Bieber, they have an enormous audience that’s extremely diverse, where a large chunk of that audience isn’t strongly connected to them. But if you look at these smaller people, they tend to have much more influence over their audience,” says Gil Eyal, CEO of HYPR, an influencer marketing platform. Eyal also states that there seems to be confusion between fame and influence.

“Most of the market is making [a] mistake. They have roster of [people] instead of seeing who is actually going to be effective,” Eyal continues.

Another great example of the growing shift towards micro influencers is world-famous shoe manufacturing company Vans. Vans endorses influencers who have real, authentic connections with the brand.

“We want to continue to ensure that we are keeping true to our consumers and shining a light on the diversity of Vans family members that have an authentic connection to the brand,” says April Vitkus, the senior director of global brand marketing and strategy at Vans. One example of this is Natalie Westling, a skateboarder and model who had been a fan of Vans for a long time before signing an endorsement deal with the company. When the brand approached her for an influencer partnership after learning about her longtime devotion to the shoe company, she was featured in a global campaign to celebrate Sk8-Hi sneakers.

At the end of the day, it all comes down to how a brand is using an influencer to its advantage. Influencer marketing only works if it is used the right way. Whether it be a world-famous name like Kim Kardashian or Taylor Swift, if a brand is not connecting with its audience and resonating with them on an authentic and emotional level, most consumers are likely to see right through it.

It’s time for brands to rethink their influencer marketing strategies and consider what micro influencers can do for the success of a brand – and it all starts with authenticity and engagement.