Influencer marketing has evolved from buzzword to a new, mandatory element of the media-mix. More and more studies are dedicated to explore the world of influencers and the effect of their communication. Paul Goodwin, IRI’s Marketing Effectiveness Consultant explains:
Paul Goodwin, IRI’s Marketing Effectiveness Consultant and Rafael Schwarz, Managing Director at TERRITORY Influence dived into the research methodology in more detail, they explained how brands can activate thousands of consumers to drive sales growth, and they shared additional insights on KPIs regarding different product categories.
‘If you ask any marketer these days about their No. 1 priority for their media plan, I would bet that most will tell you it is to maximize overall campaign reach, opportunity to see (OTS), online impressions or number of fans and followers. In theory, those key performance indicators (KPIs) are all important, but in practice, they are mostly vanity numbers that are not doing any favours for your company’s business results.’
‘In the area of influencer marketing, long-term relationships are a key factor for success for all parties involved. I believe brands need to begin to approach their collaborations with influencers with this in mind.’
‘Influencers have become an essential consideration when it comes to planning many digital and social marketing strategies. Collaborating with influencers has led to disruptions in the marketing world regarding creative concepts, campaign management and sales impact measurement. When I look at effective influencer marketing programs across the world with engagement and credibility in mind, I do see four fundamentally different strategies that marketers and agencies apply.’
‘In the marketing world nowadays, it is easy to be tempted by the endless stream of technological gadgets, algorithms and artificial intelligence-powered tools. However, analysis shows that more and more marketers might focus too much on having the right tech gear in motion, while they are inclined to forget an impactful source of fuel that could help them achieve their goals: people. When it comes to investments in your “human marketing stack,” I believe there are four main considerations that should play a role in every CMO’s strategy map.’
‘One communications option growing in popularity is to cooperate with content creators and influencers who organically reach fans and followers on social media. However, it can be quite challenging with this type of innovative marketing tool to accurately measure results and define success. At Territory Influence, we’ve realized that many clients struggle to understand influencer measurement and the tools available. So, the following aims to provide an accurate overview of current KPIs used to choose the right influencers and to measure the impact of their content, as well as an outlook on evolving advanced measurement techniques.’