IZEA and PlaceIQ partner to power influencer marketing measurement with location data
August 03 2021 - 10:00AM
IZEA Worldwide, Inc. (NASDAQ: IZEA) is partnering
with leading data and technology provider
PlaceIQ,
to bring real-world attribution to influencer marketing campaigns.
PlaceIQ, the technology company using location data insights to
craft a new model of consumer behavior - and IZEA, the premier
provider of influencer marketing technology, data, and services for
leading brands, are working together to bridge the online/offline
gap in media attribution.
Even as states emerged from the depths of the pandemic,
retailers were confronted with the new duality of curbside pickup
and in-store visitation. They sought IZEA and PlaceIQ to help
identify and reach the right customers - and to prove that those
customers took offline action, resulting in campaigns that are
driving measurable lift.
“Our clients want to measure their influencer marketing
campaigns beyond total engagements.” said Tiffany Richardson,
Director of Media & Partnerships at IZEA. “Partnering with
PlaceIQ allows IZEA the ability to tell our clients not only what
actions were taken on the influencer’s content, but also how many
consumers took offline action, such as visiting our client’s store.
This lower-funnel data is key to proving success and return on our
client’s investments.”
When coupled with influencer paid media strategies, PlaceIQ
location data methodologies allow a brand to match consumers who
saw their content and went on-location to experience the brand
within the following weeks. PlaceIQ can measure the actual
percentage lift of on-location visits of consumers exposed to the
media versus individuals not exposed by including control groups.
PlaceIQ also has the ability to create custom audiences based on a
consumer's previous shopping trips to the brand or a competitive
location, or recent habits indicating their comfort level in
venturing out or staying in. As consumers shop around for
deals, continue to change their habits, have different needs and
commutes, using data to understand their needs and reach them with
relevant and valuable content is crucial.
IZEA and PlaceIQ’s most recent marketing campaign drove over
30,000 in-store grocery visits which yielded an estimated $1.6M in
grocery sales - taking influencer feed impressions into the
real world. Other applications of the partnership include targeting
movie theatre visitors, frequent travelers, or restaurant loyalists
with lifestyle influencer content.
“Using a deep understanding of your consumers' preferences and
current habits allows you to reach them with the proper messaging.
We understand that shoppers are not returning right back to their
pre-pandemic behaviors, and brands will need to meet them at their
current comfort level to address their new needs,” said Eddie
Smith, SVP of Revenue at PlaceIQ. “Working with IZEA allows us to
help marketers navigate a post-pandemic world with the ability to
measure real-world ROI.”
To learn more about PlaceIQ's location intelligence
capabilities, visit www.placeiq.com. For more information about
IZEA's influencer marketing technology solutions and services,
visit www.izea.com.
# # #
About PlaceIQPlaceIQ is a leading data and technology
provider that powers critical business and marketing decisions with
location data, analytics, and insights. An early industry pioneer,
PlaceIQ has become the standard for fueling better outcomes for
marketers, analysts, and publishers through powerful,
location-based consumer insights, real-world measurement, and
attribution. With PlaceIQ, companies can uncover opportunities
within the consumer journey by learning about and connecting with
location-based audiences, measuring real-world ROI, and applying
insights that drive intelligent marketing and successful business
outcomes. For more information, visit www.placeiq.com. Follow us on
Twitter @PlaceIQ and LinkedIn at PlaceIQ.
About IZEAIZEA is a marketing technology company
providing software and professional services that enable brands to
collaborate and transact with the full spectrum of today’s top
social influencers and content creators. The company serves as a
champion for the growing Creator Economy, enabling individuals to
monetize their content, creativity, and influence. IZEA launched
the industry’s first-ever influencer marketing platform in 2006 and
has since facilitated nearly 4 million transactions between online
buyers and sellers. Leading brands and agencies partner with IZEA
to increase digital engagement, diversify brand voice, scale
content production, and drive measurable return on investment.
IZEA Investor Relations
(407) 543-6100
investors@izea.com
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