DON’T MISS OUT ON PROFITS FROM STUDENT-ATHLETE INFLUENCERS

In 2021, we asked marketers about their perceptions, strategies, and concerns related to NIL (Name, Image, and Likeness legislation concerning student-athlete influencers). After running the same survey again this May, we were surprised by what little progress marketers had made in cracking the NIL code.

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YOUR MOST IMPORTANT INFLUENCER PLAY — SAFE STUDENT-ATHLETE ACTIVATIONS

Student-athletes’ capacity to over-perform as influencers is no secret. Since the NCAA’s decision to grant nearly all collegiate athletes name, image, and likeness (NIL) rights — stats and success stories have spread like wildfire: 

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2022’S HOTTEST PLATFORMS & COOLEST FORMATS

One month into 2022, and shoppers' resolutions have started with a bang. Gyms are filling up, budgets are getting trimmed, and the cookie and candy aisles are suddenly a lot less busy — for a few weeks, at least. Some aspects of consumer behavior, however, are experiencing lasting change. So, when it comes to where the modern consumer spends most of their time — social media & the internet — what does this “new normal” look like? 

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LOVE CAN’T BE QUANTIFIED, BUT VALENTINE’S DAY SHOPPING PLANS CAN BE!

Ah, Valentine’s Day. For some, it’s a celebration of true love. For others, it’s a day where nothing goes as planned, and heartbreak seems just moments away.  While we can’t look into our crystal ball to see what Cupid has in store for this year, thanks to our latest survey, we do know what’s coming in terms of people’s shopping plans — so you can be prepared to conquer all, even if love doesn’t. 

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THE BIG GAME IS A HUGE OPPORTUNITY!

Football fans are already gearing up for February’s celebration of the sport’s biggest game. Whether they’re paying attention to the two teams fighting it out on the field, checking out the half-time show, or just catching up on the year’s most creative commercials, around 100 million people tune in to the big game each year. This year, fewer than 4% of consumers plan to watch the game alone. That means that the vast majority will be gathering with others, either in person (89.56%) or virtually (9.25%). 

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BRING NIL TO LIFE WITH GAME-CHANGING RESULTS

In November, Inmar teamed up with Unilever at the Brandweek Sports Marketing Summit to discuss the evolving NIL climate. Leah Logan, Inmar’s VP of Social Commerce, and Rob Master, Unilever’s VP of Media and Marketing, spoke about engagement, safety, and compliance. Their key takeaways can be found in some informative snippets below — and be sure to check out the full webinar presentation for even more detail!

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SHOPPING GOES PHYGITAL — WHAT YOU NEED TO KNOW ABOUT THE CROSS-CHANNEL CONSUMER

Nobody expected the transition to come this quickly. Thanks to the COVID-19 pandemic, a behavioral shift that should have taken a decade, or more, occurred within weeks. Consumers were suddenly forced to shop in new ways, and rely on digital channels that, in many cases, didn’t even exist before COVID. Regardless of how or why it happened, one thing’s for sure — shoppers have grown to like this new hybrid shopping. A lot. 

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BRANDS CAN NOW PICK FROM A POOL OF RETAILER-SELECTED INFLUENCERS

For a long time, brands and retailers have been focused on being at the right place at the right time along the shopper journey. This essentially meant being prepared for the shopper to interact with pre-prepared media, displays, messaging, and so on.  Now, instead of “right place, right time,” success relies on being everywhere, all the time. Prospective customers are hopping across digital and physical channels, connecting with several touchpoints before making a final purchase decision. 

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SOCIAL COMMERCE CAN GIVE CONSUMERS THE SIMPLE SHOPPING THEY’RE LOOKING FOR.

Regardless of where they shop online, consumers consistently rank one thing as the most important — convenience. In fact, data shows cart abandonment rates can skyrocket to 80% when there are too many steps, clicks or pages. Done right, social shopping features — like add-to-cart, shoppable live streams, buying recommendations, and influencer integrations — make browsing and purchasing easy for consumers.

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