DMWF North America: Interview with Barbara Jones at Blissful Media Group
After spending almost two decades in the music business as a senior marketing executive at top record companies, Barbara Jones left the entertainment industry during ‘the early days’ of social media because she saw the opportunity for brands and agencies to collaborate with, and benefit from the power of online influencers. In 2008, she founded an influencer marketing agency Blissful Media Group, and network as well as an influencer conference Blissdom which focused on mom influencers and brand relationships.
We were able to catch up with Barbara ahead of #DMWF North America to find out his thoughts on the digital marketing landscape, what us marketeers should be looking out for in the future and what he is most looking forward to seeing at #DMWF North America on 11 – 12 September!
Hi Barbara, we’re excited to have you joining us at #DMWF next week!
Which digital marketing trend has impacted your campaigns the most in 2019?
Instagram Stories has been a growing priority for our client’s influencer campaigns throughout 2019. For marketers, it’s a great way to “humanize’” your brand by showing customers how your brand is relatable and interesting through the lens of each influencer. It’s an impactful way to measure ROI on the platform based on the ability to track engagement and conversions with swipe up links plus it has the option to put IG stories in Highlights for longer term viewing and engagement. For influencers, they feel it’s an ‘easier’ way to work more promotionally with brands since curated Instagram feed posts often feel like more valuable real estate to the influencer. They also have fun getting creative and customizing each frame with gifs, tags, polls, Q&A, stickers and more that followers love to interact with. For the marketer, IG stories often incur lower influencer compensation rates than feed posts which makes the IG stories ROI more cost effective as well.
How do you feel digital marketing will change in the next 5/10 years?
We believe digital marketing will continue to evolve and dig deeper into consumer behavior and marketers will have more tools and knowledge about how to not only laser target different demographics, track behavior but also affect the hearts and minds of consumers.
We’d like to encourage marketers to consider expanding their targeting ‘beyond the bullseye’ to expose marketing and messaging to diverse groups that may be interested in learning more but don’t fit the demo ‘mold’.
Our concern is that marketing will be so laser targeted that people on the fringes or potential demos won’t be introduced or exposed to content that the marketer thinks they won’t like and thus homogenizing the messages into ‘minority report’ style of only being served things that people think you want rather than encouraging discovery.
What is the BIG next thing for 2020 that marketers should be preparing for now?
After working with TikTok over the past year, we’re seeing this video mobile app platform really bubbling up and gaining serious traction with younger Millennials, Gen Z and Gen Alpha. With 500 million downloads globally with about 100 million of those in the US, if your brand is looking to connect with the 16-24 year old demo, which encapsulates about 60% of their users, it should be on your radar. (This year’s VidCon was chock full of TikTok influencers.) The user generated content tends to be quirky and raw so brands need to understand if and how they fit into this community. The platform still feels new and a little under-the-radar for many digital marketing decision-makers at the moment but we believe that brands will benefit from developing creative ways to work and integrate with TikTok and its influencers moving into 2020.
What can our community learn from you at your session/panel at DMWF North America?
The panel we’re contributing to is called Maximise Your Influencer Marketing Strategy for Growth & ROI. On this panel, we’ll be discussing ways to ensure authenticity and relevancy is a fundamental part of your strategy, understanding which influencers work for your brand , calculating the ROI for your strategy and much more.
Who else on our DMWF North America speaker line up are you looking forward to learning from?
We’re looking forward to many of the sessions but especially the Panel: Digital Convergence – How Consumers have changed and why Businesses need to follow with Kate Hamil, Industry Manager, Disruptors Team, Facebook, Rohit Bagalkot, Director of Digital Media , Peloton and Jessica McGlory, Director of Paid Social Media Marketing, Bombas
Like a prize boxer, you are the undisputed heavyweight in your field. If you had a walk-in song, what would it be?
“It Takes Two” Rob Base & DJ EZ Rock because we successfully partner with brands and everybody knows ‘It takes two to make a thing go right. It takes two to make it outta sight!”
Thank you Barbara! We look forward to seeing you for #DMWF North America on 11 – 12 September in New York.
Barbara Jones will be taking a seat on the panel ‘Maximise Your Influencer Marketing Strategy for Growth & ROI’ on day 1 at #DMWF North America on 11 September at 10:00 AM.