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Influence & Gain


The increasing complexity of the digital landscape and the rise of factors such as ad-blocking mean marketers must find new and credible ways of reaching consumers. Enter the social influencer: not a new notion, but one that reflects the age old adage:    According to Nielsen last year, “92 per cent of consumers trust recommendations from other   promotional content that comes directly from brands.” A report by McKinsey examined the purchase


decisions of 20,000 European consumers across 30 product areas and more than 100 brands in 2013 and 2014. Respondents   decision journeys and about product recommendations  The report found that while the impact of social media on purchase decisions is growing,  categories and only a small  generating the all-important buzz. The


key to success, suggests the study, is nuance. “Consumers, we found, access social media   At the low end, only about 15 per cent of our respondents reported using social media in    the-counter drugs, 40 to 50 per cent of consumers looked to social recommendations.” Writing earlier this


year, author and speaker Jay Bear suggested that


 broadcast networks of the modern age.” But this remains,   approaches, metrics, best practices and guidelines.” 


marketing a one-way street. Whereas in the past bloggers  the exposure that a brand relationship can bring, now they can legitimately claim to be media channels in their own right. And media channels   meaningful relationships, ensure transparency and disclosure, and know and respect your  constituency.


That, after all, is what  


Virt Actual


ual Reality


It’s been a long time coming, but mainstream  the brink of becoming real. At the Mobile World Congress earlier this year Facebook’s Mark Zuckerberg described


it as “the next major platform.” Facebook, of course, bought Oculus VR for $2 billion in 2014 and Zuckerberg and has long been looking at ways to incorporate VR into social media.


So where are the


opportunities for  more immersive experience than any other platform. (‘VR-UX’ is your new acronym.) For most of us, of course, an Oculus


6 annual sourc e guide 2016


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