{"id":8401,"date":"2019-01-02T14:07:45","date_gmt":"2019-01-02T13:07:45","guid":{"rendered":"http:\/\/sandbox.world-media-group.com\/?p=8401"},"modified":"2019-01-02T14:07:45","modified_gmt":"2019-01-02T13:07:45","slug":"your-new-year-challenge-how-to-target-corporate-influencers","status":"publish","type":"post","link":"https:\/\/sandbox.world-media-group.com\/admin\/2019\/01\/02\/your-new-year-challenge-how-to-target-corporate-influencers\/","title":{"rendered":"Your new year challenge: how to target corporate influencers"},"content":{"rendered":"
\n

It\u2019s the start of a brand-new year and I\u2019m sure that like me, people are already asking you if you have any resolutions for the coming year. Though I struggle to stick with my own resolutions (oops!), the new year is a perfect time to pause and evaluate how you communicate your public image, for individuals and companies alike.\u00a0The World Media Awards\u2019 Corporate Influencer category has led our team and our jurors to identify the particular challenges that corporate and B2B brands have when building and communicating their image for an international audience of government and business leaders, investors and influencers.<\/p>\n

One of our esteemed jurors,\u00a0Johanna Krantz, Commercial Director for the EMEA region at Reuters<\/strong>, has said that she\u2019s looking forward to reading through this year\u2019s entries for the Corporate Influencer category as \u201cthey\u2019ll be different to the larger, perhaps more money rich, B2C campaigns we regularly see\u201d.\u00a0Alison Tyrell, Head of Content (Marketing and Media) at Spark Foundry<\/strong>, explained that \u201cthere is very little data and insight on this<\/p>\n

audience which makes partnering with the right publishers key.\u201d Alison also admitted that \u201cutilities and banking are not sexy and generally not trusted \u2013 this is another major<\/p>\n

challenge to overcome in a heavily red-taped industry.\u201d\u00a0Beyond targeting the correct audience in the most productive manner,\u00a0Raquel Bubar, Director of T Brand Studio at the NY Times<\/strong>, suggested that even identifying the most effective ROI can be challenging in the corporate sector. As the campaigns are often designed to raise awareness, it can be difficult \u201cwhen measuring the success of a campaign, as it can\u2019t be linked directly to product sales.\u201d<\/p>\n

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However, the increased challenges often make for the best and most innovative solutions.\u00a0We\u2019ve had some great winners in this category in previous years [which you can read in our Hall of Fame<\/a>] which have demonstrated creative solutions on a tight budget, a deep understanding of the targeted audience, and clear success measures.\u00a0Do you have a campaign from 2018 that can make some of these claims, or more?<\/em><\/strong>\u00a0Perhaps it was a campaign that promotes an organisational focus on sustainability. Or perhaps the campaign was intended to draw in investors to support a new initiative.\u00a0Maybe it was designed to build the corporate brand behind the products in an entirely different sector. Or perhaps it was a campaign marketing a business product or service. Whatever it is, we want to see the creative solutions to the challenges that are inherent within B2B and influencer marketing as entries for the World Media Awards 2019<\/strong><\/a>.<\/p>\n

Both Raquel and Alison have suggestions as to what a truly great corporate influencer campaign should include. On the one hand, Raquel says that corporate brands should focus on \u201craising awareness of their profile, increasing positive sentiment, telling a unique brand story and taking on a thought leadership position \u2013 all of which will make the brand truly stand out from the competition.\u201d\u00a0She also suggests that she would be interested in seeing \u201centries that tackle challenging but relevant topics in today\u2019s world.\u201d\u00a0Alison believes that a winning entry would demonstrate \u201cintelligent data-led solutions to find the audience and deliver value-led marketing.\u201d<\/p>\n

<\/div>\n

We look forward to hearing how your own advertising and communication strategies have overcome the challenges and obstacles in front of them to create campaigns of award-winning potential!<\/p>\n

 <\/p>\n

Enter the World Media Awards at\u00a0www.world-media-group.com\/awards<\/a>\u00a0by 7 February 2019.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

It\u2019s the start of a brand-new year and I\u2019m sure that like me, people are already asking you if you have any resolutions for the coming year. 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