How Influencer Storefronts Impact Marketing

"Marketing is often undervalued, which is not news to many reading this newsletter. When companies are looking to make budget cuts, they often begin by looking to their marketing teams and campaigns. But a new white paper from insights company TransUnion and marketing trade organization MMA Global uses their Brand as Performance (BaP) framework to determine the true value of campaigns, and finds that traditional measurement methods have undervalued brand marketing's impact on sales by as much as 83%."

"BaP was first introduced by MMA Global in 2022, and connects softer marketing outcomes-including consumer sentiment and brand perception-with hard measurable outcomes, including sales. It also broadens the timeline that's measured, looking at how household feelings and purchase behaviors change over time."

"The latest white paper, which examines campaigns from Ally Bank, Kroger and Campbell's Soup, demonstrates the importance of brand favorability. Using marketing to bolster how consumers think of brands can drive favorability by as much as 24%, the research found, even for an already well-known brand. Conversion rates were as much as 4.7x higher among consumers who see a brand favorably. And the effect of a successful campaign continues, with long-term impact up to 6x greater than in the short term."

Traditional measurement methods can undervalue brand marketing's impact on sales by up to 83%. Brand as Performance (BaP) links softer marketing outcomes—such as consumer sentiment and brand perception—with hard measurable outcomes like sales, and extends the measurement timeline to capture changing household feelings and purchase behaviors. Brand marketing can boost favorability by as much as 24% and produce conversion rates up to 4.7x higher among consumers who view the brand favorably, with long-term campaign effects up to 6x greater than short-term. Influencer storefronts are emerging as another effective channel, with major retailers and publishers entering the space.

Read at Forbes