Latest news with #MatterCommunications
Forbes
5 days ago
- Business
- Forbes
How Influencer Marketing Is Rewiring The Consumer Journey
Jaime Hintz, VP of Influencer Marketing at Cogent World. The way consumers shop today looks nothing like it did a decade ago. Gone are the days when a flashy TV commercial or a celebrity endorsement could drive meaningful sales. Now, purchasing decisions happen in comment sections, Instagram DMs, YouTube reviews and, increasingly, at immersive brand experiences. Influencer marketing isn't just a trend; it's fundamentally reshaping the path from discovery to purchase, creating a new, symbiotic relationship between digital content and real-world connection. Not long ago, I asked a room full of executives when they last clicked on a banner ad. Silence. Then, I asked how many had purchased something after seeing it on social media. Nearly every hand went up. In 2012, Nielsen reported that 92% of consumers trusted personal recommendations over traditional advertising. More than a decade later, that trust hasn't just endured—it's evolved. A 2023 Matter Communications survey of consumers found that 69% of respondents said they trusted influencer recommendations over brand messaging. What started as peer-to-peer credibility has scaled into one of the most influential forces in modern marketing. Influencers aren't just driving awareness—they're driving purchases. An April 2024 Sprout Social consumer survey found that 49% of respondents reported making daily, weekly or monthly purchases because of influencer posts, and according to Storyclash, brands are earning an average of $5.78 in ROI for every $1 spent on influencer campaigns. Trust, authenticity and real-world results are why influencers across all audience sizes have become one of the most powerful forces in modern commerce. Having run campaigns on both sides, I can tell you why: Influencers cut through corporate speak. They're human and relatable, and they've built trust that no brand can manufacture overnight. In the previous quarter, we ran parallel campaigns for a client—one using traditional media and another leveraging influencers. The influencer campaign cost one-third of the traditional approach but drove double the conversions. The math isn't complicated. Today's influencers aren't confined to the top of the funnel. They're driving action at every stage of the consumer journey. Social media is now the first touchpoint for many consumers. A well-placed influencer mention can introduce a brand to millions overnight. Unlike traditional brand awareness campaigns, influencer content is organic and personal—making it far more effective at sparking interest. When consumers research products, they no longer rely on brand websites alone. They turn to influencers for tutorials, deep dives, ingredient breakdowns and real-world reviews. Influencers have become trusted research hubs. Here's where influencer marketing truly shines. Discount codes, affiliate links and urgent calls to action drive measurable conversion. A trusted creator's genuine endorsement can erase the last bit of purchase hesitation—a key reason why influencer-driven campaigns often outperform traditional digital ads. A fitness creator with 50,000 loyal followers can often move more product for a protein brand than a celebrity with 5 million disengaged fans. Real influence isn't just about likes or reach—it's about driving action. Purchasing behavior, not popularity, is the new currency. Brands that integrate influencer content into their sales strategy (not just their marketing plan) are seeing serious results. The Sprout Social consumer survey found that 86% of respondents said they made a purchase based on influencer recommendations, underscoring just how powerful creators can be in driving action. Consumers want to see, click and buy in the moment. As AI-driven recommendations, live shopping and hyperpersonalized content continue to rise, influencers will only become more deeply embedded in the commerce journey. The brands that adapt won't just stay relevant—they'll lead. After years of purely digital campaigns, I've come to recognize that the most powerful influencer strategies incorporate real-world touchpoints. At Cogent World, our most successful case studies all share one element: They bridge digital influence with physical experiences. One of the biggest mistakes brands make is treating experiences and influencer campaigns as separate efforts. They're two sides of the same coin. When we recently wove influencer marketing directly into a client's experiential strategy, brand awareness surged by 67%. Influencers didn't just show up—they amplified the moment, bringing their audiences with them. In return, the experience gave them authentic, buzzworthy content to share. It's not about adding influencers to a plan; it's about making them part of the story. The most successful campaign I've ever run didn't look like a campaign at all. Influencers weren't just content creators; they were product collaborators, event hosts and direct sales channels. The result was the creation of a community that continues to fuel growth long after the event ended. The way people shop has changed for good, and I've had a front-row seat to that transformation. The question is whether you're implementing influencer marketing as the strategic core of your consumer journey or still treating it as just another marketing tactic. In my experience, the difference between those two approaches is the difference between thriving and merely surviving in the new commerce landscape. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Associated Press
29-01-2025
- Business
- Associated Press
Matter Precision Expands Professional Services Portfolio, Driving Momentum for Brands Across Key Industries
Matter Communications – a Brand Elevation Agency integrating PR, marketing and creative services – today announced the expansion and momentum of Matter Precision's professional services portfolio. From startups to mature organizations across insurance, legal, finance, real estate and consultancy services, the group has been amplifying brand messages, building executive visibility and earning top-tier media coverage for professional services brands for over a decade. 'Matter has consistently had professional services companies on our client roster since our inception,' said Vanessa Taylor, general manager of Matter Precision. 'Our relationships with these brands, some of which have been with us for many years, have given us a deep understanding of the interests and issues that impact them every day. Our work has served the needs of multiple verticals and business units at once, elevated their leaders' unique perspectives, and given them tools to meet unexpected challenges – and we can't wait to broaden this work in the coming year.' Matter Precision provides nimble, focused PR and content programs that are built to support business goals and maximize return on investment. In 2025 and beyond, the group will help professional services brands properly communicate about issues they and their clients are facing like an evolving regulatory environment, sustainability and DEI landscapes, continued workforce challenges, and responsible AI application. In January, the team has kicked off, expanded or continued impactful PR programs with notable brands in specialty insurance services, executive training, asset management and consultancies, including: 'Matter has served as an extension of our team for more than 10 years, amplifying our media relations efforts,' said Peter Hirst, senior associate dean at MIT Sloan Executive Education. 'They have secured significant media opportunities and coverage for our faculty, which has helped drive brand awareness of our executive leadership programs.' Through highly effective media relations, thought leadership development, content development and complementary services like search engine marketing, Matter Precision continues to strengthen its strategic work in the professional services market, telling unique partner and customer stories, while driving measurable results. To learn more about Matter Precision's focused communications offerings, click here. About Matter Communications Matter is a Brand Elevation Agency that integrates PR, marketing and creative services into campaigns that inspire action and build value. Founded in 2003, with offices spanning North America, Matter works with the world's most innovative companies across healthcare, high-technology, consumer technology and consumer markets. For more information, visit [email protected] Copyright Business Wire 2025. PUB: 01/29/2025 08:46 AM/DISC: 01/29/2025 08:46 AM
