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Ukrainian Cyber Police Chief Serhiy Demedyuk speaks during an interview with Reuters in Kiev, Ukraine November 2, 2017. Picture taken November 2, 2017. REUTERS/Valentyn Ogirenko

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KYIV, Jan 14 (Reuters) - Hackers who launched strikes against Ukrainian government websites appear to have used the software administration rights of a third party company that developed the sites, a top Ukrainian security official told Reuters on Friday.

Serhiy Demedyuk, the deputy secretary of the national security and defence council, said Ukraine was working to establish who obtained such access, whether it was done externally or through an insider.

The comments are the first detailed explanation of how multiple Ukrainian websites were hit by a cyber strike that left a warning to "be afraid and expect the worst", at a time when Russia has amassed troops near Ukraine's borders. read more

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"According to the preliminary conclusions of our experts ... today's attack occurred due to the use by third parties of access to the software administration rights of a company that had an advantage in developing websites for government agencies," Demedyuk said in written comments.

"The specified software has been used since 2016 to create websites for government agencies, most of which became victims of today's incident," said Demedyuk, who used to be the head of Ukraine's cyber police.

He did not name the third party company.

Ukraine said on Friday the cyberattack hit around 70 internet sites of government bodies including the security and defence council.

Demedyuk said his statements were preliminary findings.

"But for the final conclusion, law enforcement agencies need to conduct many examinations of the seized digital evidence, as well as to establish how and who exactly received such privileged administrative access, through outside interference or as a result of the illegal activities of an insider in this company," he said.

Demedyuk did not say who might have been behind the attack, though Ukraine's foreign ministry and its state security service pointed the finger of suspicion towards Russia. read more

Russia did not comment, but has previously denied being behind cyberattacks, including against Ukraine.

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Writing by Matthias Williams; Editing by Howard Goller

Our Standards: The Thomson Reuters Trust Principles.

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EXCLUSIVE Hackers likely used software administration rights of third party to hit Ukrainian sites, Kyiv says - Reuters

Is influencer marketing part of your digital marketing strategy for 2022?

With the rise of more creative, more native-aligned platforms and spaces, brands are increasingly relying on influencers to connect with new audiences, while the growing use of AR and other new technologies also necessitates a familiarity with platforms that takes time and knowledge to maximize.

Influencers can be a great avenue in streamlining such process, but you have to know your audience, and what kinds of influencers theyre tuning into, in order to get the most out of your influencer marketing efforts.

To provide some more context on this, the team from SocialPubli has put together this overview of five key influencer marketing trends of note for 2022. And while these notes wont address all of the info you need, they could help you formulate a better outreach strategy, based on the latest trends and shifts within the creator space.

Check out the full infographic listing below.

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5 Trends that will Dominate Influencer Marketing in 2022 [Infographic] - Social Media Today

LOS ANGELES--(BUSINESS WIRE)--Please replace the photo with the accompanying corrected photo.

The release reads:

OPEN INFLUENCE LAUNCHES GO PRISM SELF-SERVE SAAS SOLUTION, AN INNOVATIVE INFLUENCER MARKETING AND INSIGHTS TOOL FOR SOCIAL MEDIA MARKETERS

Go Prism is the Proprietary Social Intelligence Platform for Brand Safety, Influencer Discovery, Performance Benchmarking, and Competitive Insights

Open Influence, a global influencer marketing platform, has announced the launch of Go Prism, a proprietary creator marketing trends and insights tool that leverages innovative AI-powered content analysis and cross-channel data to help brands make better decisions when it comes to influencer marketing.

The Competitive Insights, Performance Benchmarks, and Brand Safety features have been a game-changer for us as we look to earn RFPs from major retail brands, said Alden Reiman, CEO and Founder of The Reiman Agency.

Powered by AI, along with an analysis of over 100 billion data points, Go Prism analyzes over 421 million unique pieces of content, 87 million hashtags and mentions, and 1 million high-caliber creators across all major social media platforms.

Go Prism is a content and information resource for brands to find data and qualitative analysis of insights and trends to help advance influencer and creator marketing programs. Key features include:

Most marketers are still struggling to figure out exactly what to do or who to work with when it comes to influencer marketing, and that problem is only growing as more creators, platforms, and features emerge, explains Eric Dahan, Cofounder/CEO of Open Influence.

Most social measurement tools for influencer identification only offer a basic, tip-of-the-iceberg analysis of macroscopic industry trends. Go Prism cuts through the noise of social media to provide actionable insights, allowing brands and agencies to better track influencer marketing industry trends and ultimately, make better investment decisions, Dahan adds.

ABOUT GO PRISM

Go Prism, a proprietary social intelligence platform, leverages innovative technology and analysis, as well as cross-channel data sets, to give brands access to social insights on demand. It cuts through the noise of social media to provide actionable insights, allowing brands to determine competitive benchmarks, understand campaign efficacy, and make more informed decisions around targeting and spend.

For more information, log on to http://goprism.com/.

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CORRECTING and REPLACING PHOTO Open Influence Launches Go Prism Self-Serve SaaS Solution, an Innovative Influencer Marketing and Insights Tool for...

By Rachel Millar, Social and Creative Lead, Loud Mouth Media

Producing engaging and captivating content can be a key driver of success for any brand. Because of this, keeping up with current trends and conversation-driving marketing assets is fast becoming a priority for many businesses. One of the most effective ways to achieve this is through the use of video. The digital audiences of 2022 will be expecting a more appealing and vibrant online presence from brands, and with competition so fierce, brands who fail to do so may get left behind.

Video content offers a more authentic experience and provides consumers with a wider understanding of the products and services a brand may offer. With the ability to help speed up purchasing decisions, videos are not just the right now of content marketing, they are the here to stay which is something that has been made very clear in the last 18 months.

While the subject of your videos is up to you, creating a winning formula will ensure the right people watch them, and that theyre utilised as a valuable business asset. With 87% of businesses now using video as a marketing tool, here are five actionable tips to get more eyes on your content.

Make SEO strategies for video simple

With YouTube being the worlds second largest search engine, SEO is no longer just about blog posts and website content. Users are now turning to YouTube for more than just videos and are using it to search for information just like they would on Google.

To ensure your videos are easier to find, there are some practical steps to be taken, including having short and catchy titles and descriptions that incorporate keywords, using tags correctly, utilising link-building, and creating engaging, high-quality, branded thumbnails. Optimising videos for mobile devices and adding a video sitemap is also crucial for total optimisation.

Make sure videos are present on social media

Social proof is a good way to increase conversions, build trust and authenticity amongst your audience. An active online presence is hugely important for brands, with research revealing that 84% of people say theyve been convinced to buy a product or service by watching a brands video.

Another top tip showcasing likes, votes, views, and comments is hugely beneficial because they display how other people found your video informative and valuable.

Optimise and analyse

Once people are watching your videos, its time to focus on conversions. To convert their target audience, brands need to include a clear call to action (CTA), analyse how to publish the videos at prime time, offer incentives, and be as creative as possible in simple, concise videos.

No online marketing campaign is successful without analytics. YouTube Analytics and Google Analytics track your videos performance, providing insights on views, traffic sources, watch time and which videos are the most popular. The best way to build a successful strategy is to have clear methods of measurement to keep track of brand awareness, the total number of video views, average watch times, shares and mentions.

Return on Investment

Achieving a valuable return on investment through video can depend on several factors. When asked in a recent survey, 87% of respondents stated that video gives them a good return on investment (up from 33% in 2015). However, having an organised content strategy in place as a foundation is a must.

Some brands believe that video production is an expensive and time-consuming process, but with the rapid acceleration in digital technology, it is possible to create quality videos quickly without the need for a large budget. For example, most of us already have high-quality video recording capabilities in our smartphones but endless free software solutions are also available to make creating engaging videos at a low cost so simple. This leads to brands spending less when producing videos, resulting in a positive ROI being easier to achieve.

People Love Video

In 2020, we saw many advancements in technology coming to light that made it easier for brands to not only communicate with their customers but also hit their business and marketing goals even amid global lockdowns. This transition has also made it easier for businesses to create video assets conveniently to better attract customers.

Video is and continues to be a great way for marketers to reach people. If you dont already have video as part of your content strategy, its time to consider implementing it.

Organisation, planning and effort are essential for creating high-performing videos, but with the right video content plan in place and plenty of creativity, brands can capitalise on this potential and produce inspirational videos that encourage people to watch, enjoy and take action.

Original post:
Video Marketing: Press Play on a Winning Strategy - Global Banking And Finance Review

As e-commerce grows and digital media use proliferates, successful marketers must engage with consumers in creator-influenced, content-rich, commerce-enabled experiences.

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E-commerce in the U.S. has hit an inflection point as 2020s COVID-driven lockdowns accelerated the growth of online shopping by 10 years in just 12 months. Total e-commerce revenue sales jumped 32% in 2020 per eMarketertwo times faster than any prior yearand is now on pace to account for nearly a quarter of all retail by 2025. Some bullish estimates have e-commerce accounting for 30% of all retail in the U.S. by 2030. The fact that e-commerce continues to grow on top of last years historic surge is a clear indicator that e-commerce has become a primary shopping channel for many Americans.

Brick-and-mortar stores arent going away, theyre being reimagined for the shoppers who are arriving with heightened, digitally-inspired expectations.

Retailers will have to rethink everything from their physical layout to the competencies of sales associates to meet the challenges of a direct brand economy in which shoppers expect that their customized needs are immediately met. Some customers will choose the buy-online-pickup-in-store option. Thats why you see retailers including Ikea refashioning its layout to make the store easier for those picking up items. In fact, Nielsen reported that consumer use of click-and-collect and buy-online-pickup-in-store are up 125% and 52%, respectively. Shoppers looking for guidance will require a store associate to use a shopper's profile in order to make the right type of recommendations. Clienteling platforms such as Mercaux, NewStore and Hello enable store associates to use information about customer preferences to answer questions and make personalized recommendations.

Shoppers wanting goods and services delivered to their door expect it to happen quickly: Same-day delivery is now table stakes for leading retailers. In fact, Walmart more than doubled its same-day delivery offerings in just more than a year. Whats more interesting is the rise of the on-demand economy, which solves the consumer desire for instant gratification. On-demand platforms such as Gorillas and JOKR are delivering food to peoples homes in less than 15 minutes. Additionally, on-demand platforms arent just for food anymore, as companies such as FastAF can deliver beauty and fashion items within 2 hours.

Shopping is also increasingly becoming more social since that is where discovery, influence and commerce have merged. After nearly a 40% increase in 2020, eMarketer projects that social commerce, the direct buying of goods and services on social platforms which is distinct from merely marketing on these platforms, will grow 36% this year and double by 2025 to $80 billion. NPD Group found that one-fourth to one-half of apparel consumers have bought products discovered on social media. Leading social platforms will continue to enable brands to create immersive in-app, virtual stores where transactions can be fully completed.

Livestream shopping is also becoming a regular feature on social. Facebooks Live Shopping Fridays ran from May to July of 2021 and featured brands including Abercrombie & Fitch, Bobbi Brown and Clinique. The $35 billion conversational commerce markete-commerce conducted via natural language processing, speech recognition and artificial intelligenceis expected to more than triple by 2025,according to CB Insights.

Its no wonder that IABs 2021 Brand Disruption Study found that social media was brands biggest success driver during COVID. The study also found that 8 in 10 U.S. marketers now use social influencers. In fact, more than one-third of brands have deployed new influencer tactics since the COVID lockdown. As a result, opinion leadership has shifted away from media gatekeepers and now rests in the form of content from millions of citizen recommenders.

Were increasingly living in an on-demand, influencer-driven, omnichannel shopping ecosystem that will continue to evolve and become even more digital. For brands, this will make the processes of marketing to and placing products in consumers hands more complex as the place to not only engage with but sell products will continue to proliferate.

Expanding virtual shopping experiences appearing on social platforms will entice consumers who want a more engaging and convenient way to shop online. The in-store experience will never look the same as everything from easing curbside pickup to concierge services to enhanced AR/VR visualizations will become normal features. Moving forward, brands that engage directly with consumers via content and creator-influenced experiences that come enabled with commerce functionality will capture significant market share.

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Shopping trends every marketer should embrace in 2022 - AdAge.com