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Dubai-based Access Influence has launched a new digital platform that connects brands with their loyal consumers. The platform offers opportunities in word-of-mouth marketing, rewards consumers for sharing experiences about brands they relate to, and allows brands to give back to consumers and increase their market exposure.
Nour El Chaar, CEO and founder, Access Influence, said: “Working with some of the world’s biggest brands, I have understood the true value of word-of-mouth marketing. Spending money on advertising is becoming less and less effective due to general ad blindness. Companies, regardless of size, stand to make the most of their marketing budgets by rewarding passionate advocates and growing with them in a market environment where trust in brands is low.”
He added: “Overall, by creating real conversations within relevant communities, the overall authenticity of the brand is elevated, while influencing purchase decisions among more like-minded and trusted consumers such as friends, family members and peer-groups. In today’s gig-economy, consumers who become brand advocates also benefit commercially from working with brands they already love.”
Access Influence’s solution is being introduced at a time when despite large budgets being spent on push media, there is low content engagement and subsequently even lower consumer action. Over the past year, trust in traditional media fell five points to 57 percent according to the 2017 Edelman Trust Barometer.
Brands can sign up to the new platform for free, where they are able to create their own briefs, and track their campaigns. Briefs can be self-created by the brand or open to influencers for their own creative submissions. Brands can preview proposed content, customers, and estimated results even before fully committing to the program.
Payment is initiated once the campaign goes live, upon which they start receiving live update reports. Brands and agencies can monitor real time campaign analytics and results via their campaign dashboards and consumers get rewarded by the brands they advocate.
The application is now freely available for iOS users to register and potentially work with brands. Briefs are shared with consumers automatically via the Access Influence app. Algorithms filter through the submissions to build a campaign based on the brand’s budget, objectives, target audience, and content guidelines.