![]() ![]() In fact, we have worked so well together, Traackr recently became a client of our agency. Many of those tools have made great improvements to provide a platform that supports influencer discovery, engagement, program management and measurement. Managing different types of influencers at different stages of engagement takes more than a influencer search engine. Maintaining ongoing relationships with influencers is essential as is the ability to leverage influencer analytics for program performance management and optimization.Īt our marketing agency, we’ve worked with various influencer marketing tools for several years. Sophisticated marketers will begin to use tools to better distinguish between different kinds of influencers and the characteristics that make them the best match for marketing programs. But those features are simply table stakes for influencer marketing in 2016 and beyond. While there is increasing expertise, best practices and solutions, those involved with planning, implementing and measuring the performance of influencer marketing programs don’t always have the right tools.Īt their core, Influencer Marketing tools serve as a sort of search engine to identify people who are topically relevant and that have reach. ![]() That all sounds promising, but there is a significant challenge to create scalable, effective influencer marketing programs. $6.85 for every $1 spent – This is the average media value earned by brands who implemented influencer marketing.81% of those surveyed considered influencer engagement to be effective or very effective for meeting their objectives (Augure).3% of the participants in any online conversation yields over 90% of the ‘results’ (Traackr).92% of consumers rely on referrals from people they know above all else (TapInfluence).84% of B2B buyers start the purchasing process with a referral. ![]() That leaves some popular advertising formats out in the cold and the brands that rely solely on paid media for amplification even colder.Ī few interesting statistics about influencer marketing: Here’s why: As consumers become increasingly numb to formal marketing messages and advertising, their trust in information from peers, social network connections and industry experts has increased. Make no mistake, the demand for influencer marketing is increasing fast and the benefits are much bigger than advocacy. The mutual benefit of content co-creation for both brands and contributors is fundamental: The influencers get exposure to the brand community and the brand gets exposure to better quality content shared with an entirely new audience. Content is the perfect object of mutual value exchange between brands and influencers.Įven with a substantial investment in relationship building and time, content is the perfect object of mutual value exchange between brands and influencers. Numerous influencer marketing programs have also taught me that it is a formidable and time consuming endeavor to create relationships with important people and inspire them to collaborate on content in a way that meets a brand’s marketing objectives. Working with industry experts to co-create content over the past 5-6 years has taught me that influencer marketing shouldn’t be solely focused on connecting with popular people, but helping people become popular – for things that the community and the brand value. My view is that everyone is influential about something and because of ubiquitous internet connectivity, content and media creation technology and the growing drive to publish anywhere, anytime, people are more empowered than ever to create credibility and grow their own networks of influence.īut how are companies taking advantage of that influence? Seeing both sides helps me empathize and pass those insights on to our consultants and clients. It’s a very surreal experience sometimes being treated as an industry influencer one moment and then working on influencer marketing programs the next. Or at least as chatty dinner guests like the motley crew pictured above from a NewsCred influencer dinner (LtoR: Rohun, Bryan, Joe C., Alicianne, Joe P., Chad, Jon, Drew, Ann, Sheryl, Michael, Rebecca, Moi and Michael.) Much of influencer marketing is about advocacy and as the industry matures and includes more digital marketing intentions than PR, I believe influencers will be viewed more as partners than simple proxies for message distribution. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |