The Online Is Too Noisy – Show Consumers the Way to Your Brand

Newsroom 18/09/2019 | 16:07

Product Lead is a startup that combines influencer marketing and automation to provide more value to both brands and consumers, and was one of the winners of BR’s Startup Path pitch competition. Business Review talked to Alexander Stoica-Marcu, the company’s Chief Exponential Officer.

Tell our readers a little bit about your startup, Product Lead.

We’ve built a marketing technology ecosystem at the intersection of two major trends: influencer marketing and automation. We upgrade marketing strategies with influencer- and user-generated content, use artificial intelligence to read people’s sentiments online, automate creative processes, and enable distribution in upper and lower funnel. We want to give marketing teams the power to bring more value for both the brand and their consumers.

In short, we help brands scale a meaningful digital dialogue with an always connected consumer that gets more sophisticated every day.

In a span of two years, our vision of building meaningful customer journeys convinced industry juggernauts like Orange, Samsung, Philip Morris, Untold, Douglas and many others to make us their partners.

What do you think is the number one issue companies are experiencing with today’s version of the Internet?

The way I see it, the Internet has changed completely the moment social media entered the picture. It rewired the defaults of how brands connect with people.

Now companies have the opportunity to display their brand in front of target audiences every second of every day through organic posts, sponsored posts, ads, direct messages, videos, and others. However, the question is – are they going to remember your content in the following 5 seconds?

There’s a phenomenon I’m sure every marketing team has dealt with so far. We refer to it as “Consumer Attention Disorder.”  The modern digital consumer suffers heavily from an excessive amount of information.

People open their smartphones in the morning and they read the news which can take up hundreds of headlines and hundreds of brand fight over your screen time. And that’s just the morning routine.

This is precisely why brands need to find new ways to capture people’s attention. All companies produce content for online channels one way or the other. The trick is to find a way to single your brand out. We truly believe that our technology offers a valid solution to this global memory shortage.

How is Product Lead helping brands open a meaningful dialogue with a consumer that suffers from digital attention deficit disorder?

In short, we help the brand to level up their game in building customer journeys. Our take on a healthy consumer-company dialogue is an authentic interaction where brands speak consumers’ language. We found that this is possible by working with the content users create for social media.

We bring our clients up to speed with the use of reports that analyze their online presence to understand their place in the industry. Next, Product Lead tracks down content that clients post online also known as UGC (user-generated content). It has been proven that UGC has a much higher conversion rate than professional content can achieve. With one of our clients, Product Lead increased the conversion rates by 2.5 soon after the brand introduced UGC into their online marketing plan. Once the brand understands what is the best content, it uses our technology to automate and scale the creative process. This way, our clients improve UGC and upgrade it with conversion abilities. We do that with an in-house image processor that mixes UGC, texts, and templates and produces personalized content for ads, stories or other forms of snackable content in a matter of seconds.

Having a plethora of creative assets at their fingertips, brands can then enhance their upper and lower funnels, distributing those assets in key points where consumers have a chance to connect with the company in a more meaningful way.

How do you see Product Lead improving the online environment for both businesses and the public?

I believe the purpose of Product Lead is to humanize brands. Consumers no longer buy products without liking the brand first. By analyzing consumers’ behavior online and talking their language, brands can easily connect with their audiences.

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