In today's rapidly evolving digital landscape, the significance of influencer partnerships and mobile commerce cannot be overstated.
With 69% of marketers planning to increase their influencer marketing budget in 2024, brands are increasingly turning to innovative solutions to enhance customer experiences and maximize outcomes from revenue spent. That’s why Button, a pioneer in AI-optimized customer journeys, and CJ, a leader in performance marketing, joined forces back in 2021 to drive unparalleled success in the realm of influencer partnerships and mobile commerce.
Embracing the Power of Influencer Partnerships and Mobile Commerce
In 2023, Button and CJ retail brands saw 3x higher conversion in-app on average compared to mobile web, highlighting the importance of having an app-centric strategy. In a world where m-commerce reigns supreme, the convergence of influencer partnerships and mobile experiences represents a pivotal opportunity for brands to thrive. With CJ’s acquisition of influencer networking platform, Perlu, and the evolution of CJ’s influencer solution, CJ Influence, the stage is set for a new era of performance-based strategies that blend social and affiliate marketing. However, navigating the complexities of social platforms and ensuring seamless linking and tracking poses significant challenges for marketers. This is where Button and CJ step in, offering solutions tailored to optimize performance and drive revenue in the mobile-first landscape.
Key Data Points
Through a comprehensive analysis of conversion rates and platform-specific performance metrics, brands gain invaluable insights into the efficacy of influencer partnerships in driving mobile commerce success.
Button examined publisher performance over a 12-month period and found compelling trends. App conversion rates (CVR) outperform mobile web CVR across all major social platforms, with staggering increases observed on platforms like Facebook, Instagram, and TikTok.
- App CVR outperforms mobile web CVR across every social platform:
- +513% on Facebook
- +608% on Instagram
- +431% on TikTok
- CJ influencers and content publishers saw 3.9x higher CVR in-app vs. mobile web.
- All other publishers saw 1.6x higher CVR in-app vs. mobile web.
Insights from CJ highlight the importance of a streamlined mobile experience when it comes to accurately measuring influencer marketing. During the same 12-month period, CJ influencers drove 81% of clicks via mobile devices vs just 13% on desktop, however mobile traffic converted 31% lower than desktop. Sending customers to mobile web in the absence of app tracking is one of the reasons for this. The need for a solution like Button has never been clearer.
Navigating the Path to Mobile Success
By optimizing linking and attribution tools, brands can unlock the full potential of influencer marketing campaigns and forge stronger connections with their audience. Here are some key takeaways from our case study:
- Invest in a Tech Stack: Brands are encouraged to invest in a robust tech stack that can seamlessly route users to their mobile apps and track orders effectively. By optimizing linking and attribution, brands can more accurately measure the performance of influencer marketing campaigns and foster stronger relationships with partners. Button’s platform solves these needs, not only for brands but now also for influencers, influencer networks, and publishers, too.
- Embrace Influencer Platforms: CJ's extensive publisher insights empower brands to leverage a variety of influencer platforms, all under one umbrella with comprehensive tracking and measurement capabilities. From LTK to other leading platforms, brands can harness the power of influencer marketing to drive tangible results.
Predictions for Influencer Marketing Partnerships
Button and CJ's partnership empowers brands on their journey toward influencer-driven success. As the influencer economy continues to flourish, a larger share of affiliate traffic is expected to stem from influencer verticals and social platforms. Brands must adapt their strategies to capitalize on this trend and forge meaningful partnerships with creators.
In the mobile-first world, influencer partnerships will increasingly revolve around key performance indicators such as app installs, app purchases, and user engagement. Brands that prioritize these metrics will be well-positioned to drive sustainable growth in the competitive landscape.
Elevate Your Affiliate Marketing Strategy with Button & CJ
The partnership between Button and CJ represents a paradigm shift in the realm of influencer partnerships and mobile commerce. By harnessing the power of AI-optimized customer journeys and comprehensive tracking solutions, brands can unlock new revenue streams and enhance customer experiences.
Looking to take the next step in your mobile tracking journey? Contact your CJ team or Client Support to learn more about Button and app tracking.
Ready to take your brand's reach and influence to the next level with CJ Influence? Let's connect!
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