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Three quarters of marketers increasing investment in brand ambassador programs - adtechsolutions

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Three quarters of marketers increasing investment in brand ambassador programs


Brand ambassadors are on the rise, with 61% of marketers in the US and UK increasing investment in the past year.

This is according to the research of the global agency for authors, Billionaire boy. The pace of growth is set to accelerate through 2025, with the survey finding that a further 73% of marketers plan to invest more in ambassador programs in the next 12 months.

This upward trend is particularly prevalent among marketers in the US, where 85% plan to increase spending over the next year, compared to 61% of marketers in the UK.

The research, which surveyed the views of more than 500 senior marketers and brand managers in the US and UK, also reveals marketers’ top reasons for expanding ambassador programs:

  • Improves authenticity of content/partnerships (36%)
  • Enables faster content approval (34%)
  • Provides a high return on investment (34%)
  • Provides better campaign engagement (32%)
  • Builds better relationships with creators (32%)
  • Improves creator understanding of brand message (31%)
  • They are more affordable (28%)
  • Increases recall (28%)

The results show how marketers typically attribute cost effectiveness to ambassador programs while recognizing the benefits it brings in terms of improved content performance and creator relationships.

Thomas Walters, managing director Europe and co-founder of Billion Dollar Boy, said: “Brand ambassadors have been a marketing mainstay for as long as celebrities have been lending their face to products and services. But in the context of the creator economy, their popularity has ebbed and flowed as short-term influencer campaigns have become a priority for quick results.

“But now our research shows how they are resurging as brands recognize their value in reaching niche communities and navigating the complexities of the modern marketing landscape with trusted and agile relationships that enable brands to move at ‘the speed of culture.’

“By empowering creators to play a bigger role, marketers can also improve their understanding of brand identity and key marketing objectives while strengthening relationships with creators. Ultimately, the survey results show the impact this has on improving influencer partnerships for awareness and sales goals through repeat advocacy.”

Are you interested in how leading global brands can discuss similar topics in person? Learn more about Digital Marketing World Forum (#DMWF) Europe, London, North America and Singapore.

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